BMP4004 Digital Marketing Portfolio: Enterprise Cars Campaign

This digital marketing portfolio showcases a small, integrated communication campaign for Enterprise Rent-A-Car, focusing on promoting their products and services through various digital channels. The portfolio demonstrates an understanding of the promotional mix and digital communication channels, including social media platforms like Facebook, Instagram, Twitter, and YouTube, as well as the company website. The campaign utilizes the AIDA model to attract customers, increase brand awareness, and drive website traffic. The reflection on the campaign highlights the importance of market analysis, audience understanding, and adapting to changing consumer preferences. The report concludes that effective marketing strategies and proper planning are crucial for achieving organizational success.

Contemporary Issues in
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..............................................................................................................................3
AIDA Model ..............................................................................................................................3
Campaign Objectives..................................................................................................................3
Measurement of success .............................................................................................................4
Campaign Plan ...........................................................................................................................4
Communication 1: Facebook......................................................................................................5
Communication 2: Instagram .....................................................................................................5
Communication 3: Twitter .........................................................................................................5
Communication 4: You Tube .....................................................................................................6
Communication 5: Website ........................................................................................................6
Reflection on Campaign .............................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Contemporary issue refers to the issue which is affecting people on the current basis or
places which is remain unresolved. The geographic issue mainly refers to the topic, concern,
problem or controversy which is related to the cultural or natural environment that includes the
spatial dimension. In the present report, Enterprise Rent-A-Car is taken into consideration. It is
an American agency of rental car that is headquartered in Clayton, Missourin the Greater St
Louis(Aftab and et.al;., 2021).The present report will cover discussion about the portfolio of
practical skills that demonstrate the small integrated communication campaign of digital
marketing for promoting the products and services. In addition to this, the report will cover
analysis about the promotional mix understanding and also about the availability of channels of
digital communication that include social media. Moreover, the report will cover discussion
about the communication at digital level with support of examples having deeper understanding
of tools of digital marketing with support of Enterprise Cars.
MAIN BODY
AIDA Model
It is a model which is a marketing model, sales and advertising approach methodology
which has been designed to provide the insight into the mind of customers and showcases the the
steps required to cultivate the leads and also generates the sales as well. This is a model which
has been introduced by Businessman Elias St Elmo Lewis which breaks down into the steps
which has been required for marketing into successful terms. AIDA basically depicts for
Attention, Interest, Desire and Action. It is a model which is a cornerstone of marketing into
modern terms to the extent which missing one step is thought to almost guarantee the
unsuccessful result(Chow and et.al., 2018). In context to AIDA model, the enterprise Rent -A-
Car can use this model in order to grab the attention of people and generates interest of
customers through generating the unique ideas. When the organisation has unique ideas then they
desire to reach at a particular scale then it only convert into actions in the result oriented terms.
Campaign Objectives
Campaign objectives are those whose main focus is towards getting more leads or selling
more widgets as well. In context to Rent-A-Car, it is important to increase the number of
customers for themselves so that they can increase the revenue for company into positive terms.

The other objectives of for this company's campaign is to provide the excellent and
qualitative services of customers. They can also enhance the efforts of digital marketing into
result oriented terms. The enterprise can also focus on increasing the brand awareness and also
boost the brand engagement. It is important to rank higher in search results and also increases the
website traffic as well. So these are the main objectives of this campaign which company needs
to be followed for achieving success on a larger scale.
Measurement of success
For measuring the success, they need to set the goals but all the goals can't be created into
equal terms. It is important to take time to outline the Specific, Measurable, Achievable,
Relevant and Time-bound goals which will provide with the foundation they need in order to
measure the effectiveness of the project(Hong and Yang,., 2019). For measuring the success, it
is necessary that to look at the financial statements of the business and also need to check the
customer satisfaction level as well. It is necessary for an Enterprise to have an average of how
many new customers the individual can get. It is important for conducting the reviews of
performance and also stays current on the market. It is important to stay current on the market
and also evaluate their own expectations as well. In context to Enterprise Rent-A-Car, they can
evaluate their success through five key performance indicators which basically include revenue
growth, revenue per client, profit margin, client retention rate and customer satisfaction level. In
this manner, the success can be measured into successful terms with the right kind of approach.
Campaign Plan
A campaign plan refers to the short-term integrated communication plan in order to
generate the sales or leads as well. Their main purpose is to engage audiences and also has focus
on the content marketing and also has the integrated media schedule. There are certain
parameters involved into the solid marketing campaign plan which has the clear, realistic goals
that the individual is confident to be hitting(Masanja. ed., 2019). According to the plan of
campaign, the main focus is towards attracting large number of customers for renting the cars on
a larger scale. It is necessary to evaluate the campaign climate into appropriate terms. It is
important to reach out the desired number of confirmed business partners and also to choose the
particular influence strategy. At the final stage, it is necessary to create the message for an

impact and this message can be “ Rent-A-Car equals to happiness and satisfaction”. This is the
way through which plan of campaign can be produced into effective terms.
Communication 1: Facebook
Facebook is the best way to communicate about the campaign that has been designed for
attracting the large number of customers through designing the campaign into effective terms.
Platform of social media is the best way in order to reach towards different types of people in the
market of competition(Gbadamosi., 2019). Facebook is also one of the best option because it is
very cheap into context of rate and options of target are also very precise in comparison to
others. The target people cab be website visitors, previous customers and specific demographics
as well. In this manner, the Enterprise Rent-A-Car has used the Face book into effective terms
from the perspective of communication.
Communication 2: Instagram
Instagram is also the best way to communicate into effective terms with the right kind of
approach. Instagram plays a very important role into context of raising the awareness of brand.
There are different kinds of users in this competitive world where the network supports into
context of discovering new parameters as well. In the today's period of time, it has been observed
that people have large level of trust on those brands which have been represented on Instagram.
With reference to Enterprise Rent-A-Car, it is the best way to get the large number of customers
and also increases the brand awareness into result oriented terms. So its the best way where
Instagram plays a very important role into context of spreading information on a larger scale. It
is an important option because in the today's period of time, it is the best way to communicate
with large number of people and there are lots of people who are on the Instagram which
circulates the message into result oriented terms with the right kind of approach.
Communication 3: Twitter
Twitter is also one of the way to communicate with large number of people about the
objectives of campaign into effective terms(Setiawan and et.al., 2021). It is the social media
platform which has the ability to direct the traffic more towards traffic to the website. It also
contribute in terms of improving the brand awareness and engages the audience into result
oriented terms. They have also contributed in terms of creating the personal relationship with
their customers and followers as well.

It also boosts the conversions and increases the sales as well with the right kind of
approach. In context to Enterprise Rent-A- Car, Twitter is also one of the best option into context
of promoting the campaign into result oriented and effective terms(Sharma and et.al., 2021).
When campaign objectives needs to be communicated then it help in terms of growing the
audience, promote the products and also drive the traffic to the website. Twitter can help in
terms of That's why Twitter is the best option for communicating the objectives of campaign
into effective terms.
Communication 4: You Tube
You Tube is the best way to communicate about the objectives of campaign so that
audience can be attracted on a larger scale. It is also one of the best way of advertising the video
content on You Tube or search the results that maximises the research of user into positive
manner. It could be the playing of video before the user views another video or also show up in
the results of You Tube for people to watch it into full terms. In context to Rent-A-Car, they can
post their video campaign on You Tube due to which they can receive the response from
different number of people and can also evaluate the video value by the likes, dislikes and
comments as well. As You Tube is the second largest option of search engine which help in
terms of improving the SEO and also the overall brand presence as well. That's why it is the best
way to communicate with large number of people.
Communication 5: Website
Website is the best way to communicate the objectives of campaign on a larger scale with
the right kind of approach. As the website is good for campaigning purpose because it gives the
customers an easy pathway in order to contact the individual and can also learn about the
services, products and businesses as well. It also leverage the networks at social level and also
implement the strategy of social media for reaching out to the larger audience and also contribute
in terms of creating the buzz about the buzz(Turchini and et.al., 2019).Website is also helpful in
terms of communicating the objectives of campaign because their overall presence on the online
basis makes it more attractive and supportive for their customers as well. They play a major role
in terms of exchanging information due to which the base of the campaign get enhanced into
positive manner. In context to Enterprise Rent-A-Car, they have communicated into such a

manner that they enhances the brand awareness about the organisation and the campaign can also
achieve success on the larger scale due to its strong brand image in the market.
Reflection on Campaign
I have learnt from this campaign that it is very important to have proper analysis and
research about the market for conducting the campaign. I have grasped knowledge of various
parameters related to the campaign which will be beneficial for further growth and development
as well. I have also learnt that it is very necessary to understand the audience into deeper terms
with the right kind of approach. I have develop the understanding regarding the technologies,
outer world, changing preferences of people over the changing period of time. So for conducting
a campaign into successful terms it is very necessary that to evaluate and analyse the market into
deeper terms with the right kind of approach. That's why for achieving the success on a larger
scale regarding campaign, I have to be more aware about myself from every parameter and
aspect as well.
CONCLUSION
The above stated report concludes that marketing plays a very significant role at the
organisational level. It has been concluded that there is requirement of model in order to
understand the situation into deeper terms. It has been determined that for conducting the
campaign into successful terms it is very necessary that to have proper objectives regarding it. It
has been observed that campaign planning is very necessary so that further steps can be taken
accordingly for the organisation. For measuring the success, it is very important to consider
certain parameters into deeper terms with the right kind of approach. For having the proper
communication it is very important to use different kinds of social media platforms such a
Facebook, Instagram, You Tube etc. For conducting the campaign into successful terms it is very
important that to have proper analysis and evaluation of the market into deeper terms. That's
why its very important to solve any kind of issue with support of proper evaluation of the market
regarding the business.

REFERENCES
Books and Journals
Aftab and et.al;., 2021. SYSTEMATIC REVIEW OF ENTREPRENURIAL
MARKETING. Journal of Contemporary Issues in Business and Government
Vol, 27(1).
Chow and et.al., 2018. Contemporary case studies on fashion production, marketing and
operations. Springer Singapore.
Gbadamosi, A., 2019. Contemporary issues in marketing: Principles and practice. Sage.
Hong, Y. E. and Yang, S., 2019. Entrepreneurial and SME Marketing. Contemporary Issues in
Marketing: Principles and Practice, p.255.
Masanja, N. M. ed., 2019. Contemporary Issues in Business. NMM PRINTERS.
Prior, D. D. and Keränen, J., 2020. Revisiting contemporary issues in B2B marketing: It's not
just about artificial intelligence. Australasian Marketing Journal (AMJ), 28(2), pp.83-
89.
Setiawan and et.al., 2021. THE UTILIZATION OF DIGITAL MARKETING FOR MICRO,
SMALL, AND MEDIUM ENTERPRISES. Journal of Contemporary Issues in
Business and Government Vol, 27(2).
Sharma and et.al., 2021. Contemporary Issues in Sustainability Marketing. In Sustainability
Marketing (pp. 239-251). Emerald Publishing Limited.
Turchini and et.al., 2019. Thoughts for the future of aquaculture nutrition: realigning
perspectives to reflect contemporary issues related to judicious use of marine resources
in aquafeeds. North American Journal of Aquaculture, 81(1), pp.13-39.