BSc BMP4004 - Contemporary Issues in Marketing: Digital Campaign

This portfolio presents a digital marketing communications campaign for Enterprise Rent-A-Car, focusing on integrated marketing communications (IMC) strategies. It utilizes the AIDA model (Attention, Interest, Desire, Action) to structure the campaign plan, with objectives centered on brand building, lead generation, and sales growth. The campaign incorporates various social media platforms, including Facebook, Instagram, Twitter, and YouTube, along with a company website, to reach target customers. The reflection section discusses the challenges faced during the campaign, such as data access and time constraints, and highlights the achievements of creative marketing advertisements in building brand awareness and increasing market share. Key Performance Indicators (KPIs) and online surveys are proposed for measuring campaign success. The report concludes by emphasizing the importance of digital marketing tools and social media platforms in promoting brand image and attracting a large customer base.

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 1
AIDA Model p
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p
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Introduction
Integration marketing communications is refers to the process which helps to integrated the
methods for promoting their brand and product or services for attracting their target
audiences. It is multi- disciplinary fields which belong both traditional and digital marketing
strategies with the large contact for the company goals. In this report Enterprise rent-a-car is a
company which was found in 1975, it provide rent car facilities to their customers they
operate their business globally and they have thousands of branches in different countries.
They wants to marketing their brand and expand the business by using marketing tools and
also conduct marketing campaigns to attract the audience.
AIDA Model
This model support the company to make effective strategy plan to which is beneficial for the
company to compete in the market. It is related to the marketing framework which support
the company to make to their products and services more attractive for attract customers.
Although company cam use this scale for different needs like e- newsletter, copy- writing and
so on. AIDA model is divided into four stages which are given below:
 Attention- The first step is Enterprise car company need to promoting their products
and services and choosing the best approach to attract the large number of costumers.
 Interest- they need to aware their customers and creating interest and conveying the
important message we wants to communicate to their customers.
 Desire- This steps is related to second part, if they able to building the interest in
product and service, so it is also important for support the customers to fulfill their
desire.
 Actions- Lastly is getting their customers for initiate the actions and assure that they
decrease the frictions for offering their value-adds.
Campaign objectives
The main objective of this campaign is attract the target customer to build their brand image
and increase their sales productivity. This campaigns support the company to measure their
success and maximize their revenue. It helps to improve ting brand image, involve the
customer, generating the leads, making their sales and establish their goals. This camoigns
support the cmpany to create batter vistions and incrase the demand of their products. But it
need large amount of invstemnt which helps them to increse their bardn awarnbess and build
good realtions between the customers.
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Measurement of success
After conducting campaigns and promoting their brand, if company wants to measure their
success, so they can use KPI( Key permanence indicators ) quality standards and quality
control this the best method to measure their value and demonstrate that how company
achieve their key business goals (Ali, Balta and Papadopoulos, 2022). This indicators support
the company to measure their outcomes and make their plans accordingly, along with they
can conduct online survey to measure their success and this survey give a quick feedback it
takes less time to compare others tools. Along with they can compare previous and current
year data to measure their success.
Campaign plan
This main target of this campaigns is attract the target customers and give product related is
formation by using different marketing techniques and tools to promotions their products.
Entrepreneur rent-a-car company wants to set their camping plan for doing short-term
integrates communication plans which support toe generate their sales to build their brand
image (Blakeman,2018). The main aim of this campaigns is attracting or engaging the huge
number of audience and they can use social media platform to promote their brand to
introduce their product and services.
Communication 1: Facebook
Facebook is a great platform to market their products and connect their customers to promote
their brand, company can use this site to connecting their customers and communicate with
them, the also update their customers for upcoming offers they give, they can create their
pages to share the information which is related to their product and services.
Communication 2: Instagram
Instagram is the most popular social site now a days, most of the youngster and company
using this sites and company can post their photos and videos to marketing their brand and
they can use innovative and creative techniques to attract the customers like they can make
short videos or reels and post on their account and it does need hug investment (Suarna,
2021).
Communication 3: Twitter
Twitter is very beneficial tools to getting the knowledge of customer taste and preferences
which helps to maximize their sales and build their public image. They can provide daily
updated which is related to their company and product, it also take feedback to their customer
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that what things they require to develop their product (D’Souza, Hooten and Murad, 2021)
Communication 4: YouTube
this is the second biggest search engine and it allow the markets to share their content to
attract the audience. They make videos which is related to product or company and
uploading them on their you tube account to market their brand and this techniques helps to
build their traffic and customer base (Garneta Indra Fritawati, 2018).
Communication 5: Website
Business website is very important now a days it give online identity to their business and it
is the great platform to attract the customers and gives many facilities to them and this
website are available twenty four hours for their customers and they are able to book rent car
anytime. This website support the business and reflect their identity.
Reflection on Campaign
The main target of this Campaign is that we utilized the all above mentions
communication tolls to promoting their brand and they are able to get the potential customers
and convey them about the product and services they offering. This promoting campaigns
support the company to determine the best methods and techniques for advertising their
goods and services (Saktiendi and Fauziah, 2021). This campaigns wants to observing this
process whether they selling product and services or promote their public image offline or
online. Before starting this campaign, they have to notice their resent company role in the
market and make their plan accordingly. Although Entrepreneur rent-a-car company wants to
collect the information for achieve their goals which is beneficial for attracting the large
number of audience of demographic and geographical locations. Entrepreneur rent-a-car
wants to assure that what is the main purpose of their advertising campaigns before strategy
they make it. They have to develop the SMART subjective for the campaigns and they have
to conduct market research to create the awareness for their target market which given
information about their product and services. After getting important information they can
used them to determining the suitable promoting tools. Second things they have to decide is
time what right rime they prefer to launching this promotions campaigns for promoting their
brand and maximize their profitability and they need to note this important knowledge and
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information to undertaking this campaigns. Although they have focus on this things that
what techniques and tools they use to advertises their campaigns before they lunch
(Taghipour, 2019). .
Execution of marketing campaigns
After making this campaign plan they have to execute the marketing campaigns which
involve the creations of measurable objectives, Entrepreneur rent-a-car need to take proper
decisions that what marketing tools and method they used to generates profits and helps to
planning the the campaigns to accomplish their target. They have to assure that it avoid
unnecessary spending on inefficient promoting platforms, along with they need to clear that
customers understand their messages, so that they are able to understanding their motive.
They can use social media platform to advertise their campaigns, it is the best method to
market their products, most of the people are using social sites, so it is a big opportunity to
promoting their ideas. They can post photos and videos on social sites like Instagram, you
tube, Facebook, online websites and many more. Because social sites is best platform to
market their product in less investment and attract the large number of audience which is
good for company growth(Kyrousi, Koronaki and Zotou, 2022). Along with they can hire the
social media celebrity like You Tuber, influencer to attract the customers, they can share
information which is related to their campaigns and people are more aware and convenience
this statements . They can give offers and discounts to their customers to evaluating to getting
this movements.
Challenges of Market Campaigns
Entrepreneur rent-a-car are facing many difficulties and barriers to excess the customers data
for analysis the coupled with the insufficient time to make the conservation. Although they
want to require the active collaboration non their team to complete their target on time. Along
with they have to focus that they are not doing any such activity which effective the public
emotions, when they develop their marketing campaigns, they have to test the functionality
the create campaigns and they have to face difficulty top getting the things done on time to
test the campaigns errors which they wants to correct. Although they face barriers to create
the brand – specific innovative marketing platform for across the methods they use.
Achievements of creative marketing advertisement
If they choose innovative and creative marketing techniques to market their products and it
support the company to create the brand awareness and market their brand and product by
using high creative and advance adverts to getting more blessing among the customers. If the
using this strategy appropriately, so the can able to expand their market share and get
maximum profits. It is essential for creating the awareness which is related to the public
brand or products which helps the company to achieve their targets properly. They can make
their pages on social sites to promote their campaigns and also use this platform to measure
the success.(Gultom and Jamalulail, 2022). They have many option to measure their success
rate like Key performance indicators, quality control and many more. The most easy and fast
options is conduct online survey to getting the reviews or feedback of tier audience and this
survey give a proper overview of their campaigns which is good for making their strategy
planning.
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Conclusion
This reports discus the topic which is related to integrated marketing communication which
support the company to promote their brand and give product and services related
information to their audience. Along with they can use digital marketing tools to marketing
their brand and make their pages on social sites to promoting or advertising their public
image this is the most effective media platform to attract the large number of customers. In
this report is explain the AIDA model which is divide into four stages like attention, interest,
desire and actions this stages are beneficial to attract the target customers. It gives the
reflections which is based on integrated marketing communications strategy.
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References
Books and Journals
Ali, I., Balta, M. and Papadopoulos, T., 2022. Social media platforms and social enterprise:
Bibliometric analysis and systematic review. International Journal of Information
Management, p.102510.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
D’Souza, R.S., Hooten, W.M. and Murad, M.H., 2021, August. A proposed approach for
conducting studies that use data from social media platforms. In Mayo Clinic
Proceedings (Vol. 96, No. 8, pp. 2218-2229). Elsevier.
Garneta Indra Fritawati, G., 2018. PENERAPAN INTEGRATED MARKETING
COMMUNICATION PADA PT. MADUBARU (Doctoral dissertation,
UNIVERSITAS TEKNOLOGI YOGYAKARTA).
Gottfried, J. and Shearer, E., 2019. News use across social media platforms 2016.
Gultom, D.H. and Jamalulail, J., 2022. Indobuildtech Digital Fair Marketing
Communication Planning (Marketing Communication Planning of Indobuildtech
Digital Fair). Budapest International Research and Critics Institute (BIRCI-Journal):
Humanities and Social Sciences, 5(3).
Kyrousi, A.G., Koronaki, E. and Zotou, A.Y., 2022. Marketing communication in luxury
research: a framework-based literature review and research agenda. Journal of
Marketing Communications, 28(5), pp.560-589.
Saktiendi, E. and Fauziah, I.R., 2021. PERSEPSI PEMBENTUKAN BRAND
AWARENESS DAN BRAND IMAGE MELALUI PENERAPAN INTEGRATED
MARKETING COMMUNICATION (Studi Kasus Pada Pengguna Brand Sepatu
Nike Di Kalangan Pelari Kota Bogor). Jurnal Ilmu Komunikasi, 6(2).
Suarna, R.T., 2021. STRATEGI INTEGRATED MARKETING COMMUNICATION
PADA PROGRAM OLIMPUS (Studi Kualitatif tentang Komunikasi Pemasaran
Terpadu di PT. Prospek Media Indonesia) (Doctoral dissertation, UNIVERSITAS
PASUNDAN).
Taghipour, M., 2019. Effect of integrated marketing communication on brand value with
the role of agency's reputation (including case study). Journal of Process
Engineering, 5(11), pp.30-44.
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