BSc BMP4004: Digital Marketing Communications Campaign Portfolio

This report presents a digital marketing communications campaign portfolio developed for the BSc (Hons) Business Management course, BMP4004 Contemporary Issues in Marketing. The campaign focuses on Enterprise Rent-A-Car and outlines objectives related to becoming the best transportation service provider while valuing customer needs. The report details the measurement of success through profit ratios, customer base growth, and customer satisfaction levels. It includes a campaign plan that studies the target market and customer preferences, implementing marketing strategies accordingly. The portfolio further elaborates on communication strategies for Facebook, Instagram, Twitter, YouTube, and the company website, highlighting attention, interest, desire, and action (AIDA) frameworks. The reflection section discusses the importance of digital marketing in achieving global reach, learning new concepts, cost-effectiveness, and utilizing multiple strategies with various content types. The report concludes by emphasizing the significance of digital marketing for enhancing sales, profit, and overall growth in a competitive market.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
Communication 1: Facebook 4
Communication 2: Instagram 4
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 5
Reflection on Campaign 6
Conclusion 8
References 9
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Introduction
Marketing refers to that activities which company to undertook the promotion
of buying and selling their products and services (Ferrell, Hartline and Hochstein,
2021). Marketing includes the communicating the details about the product and
services. It includes the different promotional activities like advertisement via TV's,
radio, mails and digital marketing to customers or other business. Digital marketing
contains the online channels to market their products and includes the usage of
websites, social applications, mobile devices and internet. This report is basically
based on digital marketing concept and how these tools can be used effectively in
business. Further in this report there is detailed explanation about the importance of
digital marketing tools with reflection on this. In this report, Enterprise Rent A Car is
the chosen company.
Campaign objectives
Campaign objective reflects the ultimate goal of marketing in company.
Marketing objective defines the purpose behind their promotional strategies such as
to get more profit and increase the rate of sales (Goldfarb and Tucker, 2019). These
objectives will provide a direction in which company can achieve their marketing
goals. Objectives of Enterprise Rent A Car will keep their marketing campaign's on
track and represents the companies goodwill. Enterprise cars company has objective
to be the best transportation service provider in world as well as to value the need of
customers.
Measurement of success
This term explained the process in which business organisation evaluate the
success of marketing strategy has been achieved or not (Hanlon, 2019Huang,
2021). There is no such tool that can measure the success achieved. Enterprise car
company can follow these factors to measure the success of business by given
terms -
Profit ratio – Company can measure the success by their revenue or profit
ratio. Enterprise car company can cross check their profit ratio of consecutively two
years to measure the success.
Customers – Company can also evaluate their business success through the
customers base. Increasing number of customers reflects the growth factor of
Enterprise car company in market.
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Satisfaction – With the help of satisfaction level of both employees and
customers shows the success of business (Mothersbaugh and Et. AL., 2020).
Enterprise car have employees with more satisfaction and have strong customer
base.
Campaign plan
Campaign plan represents the short term fused plan to increase the sales and
profit. It includes the purpose of attracting large number of audience to market their
products and services. Enterprise car has detailed plan of implementing their
campaign with their mission, vision and objectives (Palmatier and Crecelius, 2019).
Enterprise car studies the target market and the preferences and need of their
customers. After that company implement the marketing strategies accordingly. It
also contains the budgeting and plan that will guide business to achieve their target
of increased sales in competitive market.
Communication 1: Facebook
Attention – Facebook provides the digital representation of the product which
can be used by Enterprise car company to promote their services.
Interest – Enterprise car company can use the structure of Facebook in
digitally promoting and make them interested in their services.
Desire – This factor is related to the generating more desirableness in
audience through marketing.
Action – This includes the final step taken by audience to purchase the
product and services direct from the Facebook application.
Communication 2: Instagram
Attention – Instagram has many features which can be beneficial for the
marketing strategy of Enterprise car company.
Interest – Instagram has many advance buttons that can be used in sharing
the information and gain advantage to the Enterprise company.
Desire – Reels and video making feature of Instagram makes the customer
more desired about the service by Enterprise car company.
Action – Instagram also have companies pages through which customers of
Enterprise car can directly apply for the service.
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Communication 3: Twitter
Attention – Twitter can be used as digital marketing tool as it privies the
many advertisement and messages to promote the services of company.
Interest – Twitter has feature of re-twitting and that can be used as promotion
strategy by company.
Desire – Sharing tweets and news on platform can be used in the process of
making the customers desire into sales.
Action – This application will improves the quality of customer service and
increase the sales online.
Communication 4: YouTube
Attention – YouTube gives the good impression on customers with their
effective visual representation and detailed explanation about the services.
Interest – Detailed explanation about the product via video can make
audience to generate interest in service.
Desire – YouTube has feature or sharing and making short video that can be
beneficial company to promote their products online.
Action – This application contains the channel of different companies which
can be used to take action by customers.
Communication 5: Website
Attention – Websites are major used platform in digital marketing. Enterprise
car company can promote strategies.
Interest – Website of Enterprise car should contains the catchy lines and tag
lines to attract the attention of customers.
Desire – Through their presentation of page, audience can generate the
desire to purchase that service.
Action – Websites are the online store of company which has many options
like to purchase, replace and customer services to their users.
Reflection on Campaign
Marketing campaign has an objective of promoting their services in market
which gives relevant information regarding the goods and services (Pandey, Nayal
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and Rathore, 2020). Campaigns are planned in order to gain the interest of
customers and make them purchase. It includes the different methods such as
advertising on social medias, mail marketing. Companies have many way to get their
marketing function of goods and services. Enterprise car company can follow the
tools like mails, paid promotions via agency channels, brochers and many more. The
campaigns have majorly focus on developing the brand value or image of Enterprise
car company in the mind of customers. These marketing strategy build the strong
good will among the customers which can be beneficial for the long term
sustainability of the company in competitive market. There are many techniques,
software's and strategies available in market that can be used for marketing purpose
for large target audience. Enterprise car is company which provides the services
related to the cars such as gives them for rent purpose for the shorter time period.
This report studies the different type of digital marketing strategies which can be
used by Enterprise car company to promote their services.
Enterprise car company can use the digital marketing which has many
beneficial factors and have more importance in now days. Digital advertisement has
its own value by attracting the large number and customers and achieving the goal of
generating more profit and sales. With the help of digital marketing, company can
reach the large area of customers valuable at global level and develop the strong
brand value and reputation of Enterprise car at international level market.
Digital marketing help businesses to grow more at international level and
increase the ratio of profit generation. Enterprise car can use the strategy of digital
marketing to attract the wide range of audience and promote their services at huge
level. Reason behind the campaign of marketing is to achieve the objective of
creating more sales of their services through the customer awareness and increase
the rate of return on investment. Here's the some importance of digital marketing in
the Enterprise car company are as follows -
Global reach – Digital marketing allows Enterprise car company to reach the
customers at global level. It contains the use of internet and network that has huge
impact on the customers who use the social media on regular basis. Enterprise car
can also adopt the tool of digital strategy which includes the social media that use
the different applications like Facebook, Twitter, YouTube And Websites to promote
their services. Enterprise car can also adopt the strategy of digital marketing which
will lead them towards the broader target of customers and is less expensive.
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Learning process – Digital marketing provides many growth opportunities to
company and help in learning new concepts related to the technological changes in
business environment. Enterprise car company can accept the change and learn
new things in the market of advertising their services and can be beneficial for the
growth element of company. Digital marketing involves the learning of various tactics
useful in the area of marketing and should be learned carefully.
Cost Effective strategy – Digital marketing gives the various direction by
which company can reach the vast number of audience available at different
locations in world. With the help of Digital marketing, Enterprise car can reach the
customers in large target and this can be beneficial for the growth of company.
Social media allows the benefit of mark ting their services at global level and also a
cost effective to company. It contains low cost and gives the new growth
opportunities available at international market.
Multiple Strategies – Digital marketing allows the companies to used the
various tools and methods to promote their services and goods at vast level. It has
many benefits for the company as it increase the sales ratio and gives high return on
investment as well. Enterprise car company should analyse the each strategy before
implementing will help them in forming the marketing strategy in more efficient
manner. Enterprise car company should evaluate the every factor comes between
the marketing strategy such as customers needs and preferences which has impact
on their growth strategies as well. They can also use the tools for example content
creation, video marketing and forum engagement.
Content types – Digital marketing will help the Enterprise car company to
take their advertisement strategy to next level. Digital promotion have wide range of
content which includes the blogs, podcasts, webinars, E books, E mailers, visual
content and vlogs. All these factors can be used by the Enterprise car company to
promote their product on social media.
All these factors represents the importance of digital marketing in now days
and have huge impact on the social media.
Conclusion
From the above report based on digital marketing represents the importance
of marketing function in company. It also evaluates the different aspect in which
Enterprise car can adopt the digital marketing to enhance their sales and profit.
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Enterprise car company has evaluated the different marketing strategy to plan their
campaign. At last of this report, it has detailed reflection on the importance of digital
marketing tool and their effectiveness in market to achieve growth in market.
References
Ferrell, O.C., Hartline, M. and Hochstein, B.W., 2021. Marketing strategy. Cengage
Learning.
Goldfarb, A. and Tucker, C., 2019. Digital marketing. In Handbook of the Economics
of Marketing (Vol. 1, pp. 259-290). North-Holland.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Huang, T.Y., 2021, December. Cross-Border E-commerce Brand Promotion
Research–using AIDA Model. In 2021 3rd International Conference on E-
Business and E-commerce Engineering (pp. 19-23).
Mothersbaugh and Et. AL., 2020. Consumer behavior: Building marketing strategy.
New York, NY, USA: McGraw-Hill Education.
Palmatier, R.W. and Crecelius, A.T., 2019. The “first principles” of marketing
strategy. Ams Review, 9(1). pp.5-26.
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Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B
organizations: structured literature review and future research
directions. Journal of Business & Industrial Marketing.
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