BSc Hons Business Management: Digital Marketing Campaign Portfolio

This portfolio documents a digital marketing communications campaign, focusing on the application of the AIDA model for Enterprise cars, an executive leasing company. The campaign objectives include increasing brand awareness, generating leads, and improving customer satisfaction. The plan utilizes various digital channels such as Facebook, Instagram, Twitter, YouTube, and the company website, with strategies tailored to each platform to attract attention, build interest, create desire, and drive action. Success is measured through ROI and conversion rates. The reflection highlights the challenges and learnings from the campaign, emphasizing the importance of teamwork, communication, and strategic thinking in achieving marketing goals. The portfolio demonstrates the application of digital marketing tools and their importance in connecting with customers and promoting services effectively. Desklib provides access to similar solved assignments for students.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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Contents
Introduction......................................................................................................................................1
AIDA Model ...................................................................................................................................1
Campaign objectives........................................................................................................................2
Measurement of Success..................................................................................................................2
Campaign plan.................................................................................................................................2
Communication 1: Facebook ..........................................................................................................2
Communication 2: Instagram ..........................................................................................................3
Communication 3: Twitter...............................................................................................................3
Communication 4: YouTube............................................................................................................3
Communication 5: Website ............................................................................................................3
Reflection on campaign...................................................................................................................3
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

Introduction
Digital marketing or online marketing, refers to the marketing of any product or service
through digital platforms in order to connect and promote potential buyers by making use of the
internet as well as other digital communication. It is very essential for entities as it helps in
connecting with new customers when they are online, also this is effective for all the industries
(Charlesworth, 2020). Most of the business enterprise faces the issues of generating qualified
leads, management of cash flow, creating attractive content, using websites and many more. For
better understanding the topic, enterprise cars are the firm taken into consideration. It is an
executive leasing company founded by Jack C. Taylor, headquartered in Clayton.
The portfolio covers the demonstration of the information of digital marketing tools and
the application as well importance of the same.
AIDA Model
It is an advertising effect model which associates the stages that a person goes through
while buying a product or service (Deiss and Henneberry, 2020). It is mainly used in the sales
strategies, public relation campaigns as well as digital marketing in an organisation. Through
AIDA model, managers of Enterprise cars have interacted with many new people in order to
increase the customer base segment. This benefits them in high market share and compete their
competitors in the marketplace. The elements of ADID model in reference to Enterprise cars is
discussed below:
Attention: It helps the managers of the Enterprise cars to attract new customers by
marketing and advertising their products and services. Marketing communication objective of
Enterprise cars is created to grab the attention of more people towards the company.
Interest: Once the buyers have created interest in the offerings of firm, they are curious
about knowing the brand, which leads to potential customers for the business. Managers of
Enterprise cars develop a feeling of interest in people by advertising their products which
satisfies their needs and wants.
Desire: The managers of Enterprise cars collaborate with people who are genuinely
interested in the that and is trustworthy. Positive and attractive posters and content is being
uploaded on the social media platforms in order to get strong online buyers as well.
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Action: After giving proper details about the products and services provided to the
customers, planned strategies are executed to build up the trust (Opresnik, 2018). The managers
of Enterprise cars take the actions once all the products and service created fulfil the demand and
needs of the customers.
Campaign objectives
The digital marketing team of Enterprise cars have established campaign objectives are as
follows:
 Operating free trial sign ups by increment of the click-through rate on the social media
ads to 3% by the end of the year.
 To increase the brand awareness in other countries by 20-30% within a year.
 To generate more leads through websites by 30% till the end of this year.
 To publish attractive blogs subscribers for advertising by 20% with a time period of 6
months.
 By the end of December 2022, increase the customer satisfaction score by 15% for the
existing products and services by providing effective customer support.
Measurement of Success
Techniques of measurement of success to be used by the managers of Enterprise cars are
mentioned below: Return on investment: Through this metric the managers of Enterprise cars can evaluate
that how much they have earned compared with the investment done by them. This will
help them in improving their performance if they face loss in then how it can be resolved
(McGruer, 2020).
 Conversion rate: This metric guides the managers of the Enterprise cars in knowing the
number of conversions that has being done till date. The conversions are not the proper
purchase by any buyer, it is the sign ups from the website for any forms or demo
(Hanlon, 2019).
Campaign plan
It refers to the short-term combined communication plan for lead or sales generation from
the market (Diamond, 2019). The managers of Enterprise cars, purpose of this plan is to engage
people, mainly focus on the content marketing and integrated media schedule.
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Communication 1: Facebook
In Enterprise cars, digital marketing managers will grab attention of target audience on
Facebook through making attractive post and posting in order to connect new customers. Interest
will benefit them in developing their willingness to use that specific product or service. The
managers of Enterprise cars create a desire to buy in an individual by posting ads of the same.
And at the end, the customer is convinced to purchase the product which is beneficial for the
company (Mankad, 2019).
Communication 2: Instagram
The managers of digital marketing in Enterprise cars seek the attention of the consumers
through Instagram by posting different and attractive reels. The customers easily influence to
purchase their product as online shopping is more preferable nowadays which is a positive factor
for the company (Ghai and Rahman, 2018).
Communication 3: Twitter
For the attention of different people on Twitter the managers of enterprise cars, tweet or
comment on the post which are posted on it. It develops the desire and interest of a person to
purchase the particular product or service. Therefore, the customer buys as it gives them
satisfaction in all the ways (Puthussery, 2020).
Communication 4: YouTube
In Enterprise cars, managers of digital marketing grab the attention of the people on
YouTube by posting videos which are attractive to them. They also crease interest and desire to
buy that particular product or service. And at the end, customer purchase the product which fulfil
their satisfaction after using it.
Communication 5: Website
The managers of Enterprise cars, attract the attention of the people by keeping the
Website updated which fulfil the needs and demand of an individual. This help them in executing
the planned strategies in an effective way and the consumer take use of the product or service
effectively and efficiently (Ryan, 2020).
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Reflection on campaign
As a digital marketer of Enterprise cars I have analysed that through digital marketing or
advertising, a company can achieve its success and profits by giving quick response to the
customers on social media. When I have started doing the portfolio, I faced many difficulties
which made me demotivated towards the work. But then once I got the technique of working, I
have completed the task effectively and efficiently. In the beginning, I was unsure about the team
I have will be able to work according to me or not, or will fulfil my expectations or I can satisfy
or not. This made me overthink about them a lot but with time everything was normal and people
were enjoying the work. I have seen them interacting, sharing thoughts, ideas, contacts and
everything with each other, also discussing things in their free time that how productivity can be
increased. We worked as a team in digital marketing, this made me capable of working together
with different people to achieve one common goal. Many ups and downs came in between but
everyone in the team give hopes to each other and keep the morale high so that goals can be
achieved. I was not able to cope up with the skills other people possessed, this makes me feel
uncomfortable while working with them. Moreover, everyone was so helpful that made me learn
so many new things as well as knowledge of various things. While working we were not sure
about one thing that everyone will adjust or not, nevertheless, people was so good that and
cooperative that we helped each other in everything. Furthermore, I have made proper strategies
for working which I have told my team afterwards, to help them in completing the assigned task
on time with effectiveness. I was thinking negative while working because there was no progress
in the firm and everyone was disappointed with work. But I as a manager keep them motivated
and don't let them loose their hopes, thinking about the results. Then I was quite happy as
everyone was working hard to achieving the set targets, people was missing their lunch and
working extra hours to increase productivity. I have seen there were some people who was facing
problem with others so resolve that problem I used the communication policy. I made them
communicate with each other and sort things so that they do not face any issues while working
and perform the given task together in order to attain group goals. I have also observed that
digital marketing or advertising is essential for the managers of all the organisations as people
attract through the marketing strategies set by them. Many companies use different techniques to
market their products in the market so we have created a website of our products and services
through which people can directly buy. There were so many good and bad things happen in the
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enterprise, as we got negative as well as positive results which makes all of us feel proud and sad
at the same time. I have noticed people who have worked hard to complete their task only to
attain the goals set. Through this portfolio, I have improved my leadership skills, communication
skills, strategic thinking, problem-solving, decision-making, management skills and many more.
As I have interacted with all the members present in my team to make them feel comfortable
with me and feel the part of organisation. I have also motivated them at every point of time so
that they do not decrease their morale. Management skills are very important to have in a leader;
I have managed the whole team which was a big task for me to perform. Critical thinking is
must, so I made my mind to think differently for making them work effectively and efficiently. I
respect as well as trust my team members and expect the same from them in return which keeps
me think positive that goals can be soon achieved once the planned strategies are applied. I have
assigned the task between the people so that they can work independently as well in the group
and achieve personnel goals. My aim was to make the team bonded and effective so that they can
work together for once common goal. They confront things if any miscommunication happens in
the organisation which is a positive factor for me while working with them. I have enhanced my
personality development as while leading the team members I learned how to manage and adjust
with different types of people and make them work. It was a challenge for me to handle them as I
haven't control a team as a leader so it was a great experience for me. I enjoyed a lot while
working with them as I got to know many new things that how actually corporate world goes on.
This was something which made me realize that one person should have knowledge of all the
things if that person want to survive with people. Because people usually find weak point and
demotivate that person by using it again and again in front of others. I have observed that respect
is not being asked by people, one should be capable of earning it from other. I have made new
friends after working in this team and I am so happy work with the same people again for a new
project. I have also analysed that a person possessing knowledge and skills can easily survive
with others in business environment, where one should be preparing for any positive or negative
situation. My goal was to give my team best experience with me and I think I was successfully
in that which satisfied me a lot and boost up my overall confidence level. This portfolio helped
me in achieving success, and my own goals, and provided me a platform to work in the near
future. My self-confidence, strengths, skills, knowledge and many more things have been
improved only because of this portfolio.
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Conclusion
From the above portfolio, it can be concluded that digital marketing is the best way to
market a company's products and services as it benefits the organisations in making strong
customer segment. ADIA model used for increasing sales and gaining more attention of the
people which includes attention, interest, desire and action. The digital marketing team planned
campaign objectives as well as the tools to measure the success of the firm which involves the
return of investment as well as conversation rates.
References
Books and Journals:
Charlesworth, A., 2020. Absolute essentials of digital marketing. Routledge.
Deiss, R. and Henneberry, R., 2020. Digital marketing for dummies. John Wiley & Sons.
Diamond, S., 2019. Digital marketing all-in-one for dummies. John Wiley & Sons.
Ghai, S. and Rahman, O., 2018. Measuring effectiveness of campaigns using digital marketing &
its impact on youth. International Journal on Global Business Management &
Research, 7(3), pp.19-30.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
Mankad, D.J., 2019. Understanding Digital Marketing: Strategies for online success. BPB
Publications.
McGruer, D., 2020. Dynamic digital marketing: Master the world of online and social media
marketing to grow your business. John Wiley & Sons.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social
Media (pp. 333-341). Springer, Cham.
Puthussery, A., 2020. Digital marketing: an overview.
Ryan, D., 2020. Understanding Digital Marketing: A complete guide to engaging customers and
implementing successful digital campaigns. Kogan Page Publishers.
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