Report on Contemporary Issues in Marketing: Analysis and Solutions

This report delves into contemporary issues in marketing, emphasizing the role of digital marketing tools in achieving organizational goals. It explores the challenges posed by rapid technological advancements and changing consumer behaviors. The report highlights the importance of digital marketing strategies such as social media, design tools, analytics, content marketing, and email marketing, using Land Rover as a case study. It also examines the AIDA model (Attention, Interest, Desire, Action) as a framework for optimizing sales and customer engagement, providing examples of its practical application in marketing campaigns. The report concludes that effective use of digital marketing tools is crucial for addressing contemporary marketing issues and achieving success.

Contemporary
Issues in Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
The importance and application of digital marketing tools in contemporary marketing.......3
The AIDA model....................................................................................................................4
CONCLUSION................................................................................................................................5
REFERNCES...................................................................................................................................6

INTRODUCTION
Contemporary issues are considered as those unresolved issues which still are affecting the
segmented market. The contemporary issue which arises in the business are management of
human resources, finance and marketing issues, etc. The business faces various challenges and
need to take measures keeping in view the changing environment. The two main contemporary
issues in the marketing are the rapid proliferation of platform related to media and dynamic
change in the marketplace which includes innovation, change in consumer behaviour. Further
there are growing number of contemporary marketing issue which required to be addressed
properly in order to achieve organisation goal effectively and efficiently (Christofi and et. al.,
2018). The report examines the importance of digital marketing tool to promote product or
service.
MAIN BODY
The importance and application of digital marketing tools in contemporary marketing
Digital Marketing plays an important role in attaining organisational goals effectively. The
digital marketing is a type of contemporary marketing approach that uses the online or digital
platforms to promote products or services. The strategy of using digital marketing effectively is
via paid social media, content creation, email marketing and others. The digital marketing tools
are generally used to measure the performance of the campaigns organised by the companies.
The five common digital marketing tools are as follows:
Social Media Platforms
The social media sites forms the digital platform to promote the product or services to the
segmented market (Falasca and et. al., 2017). The social media platform includes Facebook,
Instagram, Twitter and others in order to maintain their buzz of their brand. The Land Rover
being a world’s recognised automobile industry which produces luxury cars, its presence reflects
on social media. The company embraces its video on social media platform. The company has
launched its latest social media campaign ‘Never stop Discovering’ in order to create awareness
about wildlife. The company shares its live content on Facebook and gives feedback in response
to customer’s comments.

Design Tools
The another key part of digital marketing tool is design and is important in creating ads
and contents to post on social media platform. The Land Rover uses the adobe products like XD
to create demo videos, Photoshop to enhance the photographs and 3D artwork and further uses
illustrator for logos, icons, web and others. It helps the company to add dynamic images to their
contents like social media posts and blog posts.
Analytics Tools
Another beneficial tool is analytics tools as it helps to optimise the campaigns of the
companies. The Land Rover company uses analytics tools like Facebook insight and twitter
analytics. The company uses MATLB for its engineering analysis. The consultant developed the
MATLAB App store and a web based repository where a company’s engineer can share apps
and toolboxes (Brodie, 2017). The app includes other tools that uses techniques to make
comparison between new car buyers into the demographics and helps the marketing team to
understand their customer better in order to attain the objective of customer satisfaction. The
company further uses closed loop manufacturing to improve the product quality.
Content Marketing Tools
The land Rover Company paired up with the William Boyd, a framed novelist in order to
bring some branded content. The company with its content marketing campaign attract the
targeted market towards the product. The company knows how to attract its customer and thus
further shares its live content on social sites (Petrescu and Lauer, 2017). The company partnered
with Google on a cross channel strategy to optimise the campaigns on search, display, social and
you tube. The company uses the Google Display Network to establish brand connections with
customers. The company uses its contents to frame ad by using Engagement Ad with an aim to
reach its million users.
Email Marketing Tools
The another tool is the email marketing tool which helps the company to devise email
campaigns in order to engage the user towards the brand. The company send most of its emails to
its users which includes a discount or promotion. The company uses the email platforms to
provide analytics in respect of campaign and further helps in optimising such campaigns easily
and quickly.

The AIDA model
The model is an acronym for attention, interest, desire and action (Payne, Frow and Eggert,
2017). This model was developed with an aim to optimise sales by establishing effective
interaction between sellers and buyers. The model describes the steps that the firm need to
adhere in order to reach potential buyers. The steps are discussed below.
 Attract Attention: The Company builds its attention and awareness among its users using
YouTube Masthead and Engagement Ads. Further beneficial for the company to increase
awareness and achieve massive reach. It is considered as eye catcher to attract its users.
The company ran YouTube Masthead ad for 24 hours and achieve good outcome of 228k
engagements.
 Maintain Interest: The interest aroused through the ads is generally maintained by the
company through photos or video clip or product description on the website. The
company has produced numerous videos.
 Create Desire: The advertisement plays crucial role in arising desires in the minds of the
users (Key, 2017). The company with its engagement ads provoke desires to purchase.
The experiences shared by people on the company’s website increases the desire to
purchase the product. The company in its ads addresses the emotions of its users towards
the product.
 Take Action: The desire is transferred into an action which is ultimately the purchase. It
lead the customer towards taking the measurable action.
CONCLUSION
From the above report it is concluded that the contemporary marketing issues can be
resolved by applying effective digital marketing tool. The report discussed the Land Rover
Company in order to discuss the importance of digital marketing tools and its application in the
contemporary marketing. Further the report discussed the AIDA model accompanied by the
examples of the company.

REFERNCES
Books and Journals
Christofi and et. al., 2018. Customer engagement through choice in cause-related marketing: A
potential for global competitiveness. International Marketing Review.
Brodie, R.J., 2017. Enhancing theory development in the domain of relationship marketing: How
to avoid the danger of getting stuck in the middle. Journal of Services Marketing.
Falasca and et. al., 2017. The impact of customer knowledge and marketing dynamic capability
on innovation performance: an empirical analysis. Journal of Business & Industrial
Marketing.
Petrescu, M. and Lauer, B., 2017. Qualitative Marketing Research: The State of Journal
Publications. Qualitative Report. 22(9).
Payne, A., Frow, P. and Eggert, A., 2017. The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science. 45(4). pp.467-489.
Key, T.M., 2017. Domains of digital marketing channels in the sharing economy. Journal of
Marketing Channels. 24(1-2). pp.27-38.