Contemporary Issues in Marketing BMP4004: Practical Skills Portfolio

This portfolio assesses promotional strategies for enhancing brand awareness, focusing on digital communication channels like Facebook, Instagram, Twitter, YouTube, and website optimization. It outlines campaign objectives, success measurements, and a detailed plan incorporating various so...Read More

BMP4004
Contemporary Issues in
Marketing
Assessment 2
Practical Skills Assessment
Portfolio
Submitted by:
Name:
ID:

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Campaign objectives..............................................................................................................3
Measurement of success.........................................................................................................3
Campaign plan.......................................................................................................................3
Communication 1: Facebook.................................................................................................4
Communication 2: Instagram.................................................................................................5
Communication 3: Twitter.....................................................................................................6
Communication 4: YouTube..................................................................................................6
Communication 5: Website....................................................................................................7
Reflection on Campaign.........................................................................................................7
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8
Books and Journals:...............................................................................................................8

INTRODUCTION
This is the portfolio which is focusing on analysing the promotional mix for
promoting the goods and services of an organisation (Novitasari, 2021). In today’s business
environment, it is identified by organisations that they need to focus on making an effective
promotional tools and techniques which assists them to get success and growth of an
organisation in the market. This portfolio report will be covering all the important
promotional mix elements in order to achieve the desired goals and objectives.
MAIN BODY
Campaign objectives
The main objective of this portfolio is to increase the brand awareness and recognition
in the market with the use of effective marketing promotional tools. This is the reason that it
uses digital communication channels as it becomes very important in today’s business
environment. It is found that with the use of digital communication channel an organisation is
able to increase the traffic on their website (Nyagadza, 2021). In the contemporary world
where every time the elements of success are changing so it becomes crucial for an
organisation to use the digital marketing channels which help them to get touch with the
customers directly.
Measurement of success
The success of an organisation is depending on the effectiveness of digital marketing
tools and techniques that used by an organisation in order to increase the traffic on their sites.
The success should be measured by an organisation as it helps them to know the real
situations and then they are able to take right measures. In order to measure the success,
company is using the number of customers which are increasing with the assistance of digital
marketing tools and techniques.
Campaign plan
This campaign has a plan in which company is decide to sue different social media
channels in their digital marketing tools for the purpose of promoting goods and services in
the market. This plan helps to explain the use of social media marketing tools as it is the part

of digital marketing plan. It includes all important channels as well as some examples of
organisations.
Communication 1: Facebook
Facebook is found to be one of the most important social media tools which is
generally used by every organisation so that they are able to attract more and more
customers’ towards their goods and services. It is found to be the first and most successful
social media application which is now used by organisations for the purpose of
communication with customers (Troise and Camilleri, 2021). One important example is of
Tesco that shows how this media helps an organisation to get success in the market. There are
some pictures which are mentioned below that show how Tesco is using Facebook in order to
promote thro goods and services. Tesco is using Facebook and provides some games that can
be played only after liking the page so that’s why they are able to increase the customers’
base in their organisation. In addition to this, they are also operating a page for clothing line
which is currently clocked up approximate 238000 fans.

Communication 2: Instagram
Instagram is found to be also an important social media tool which assists an
organisation to increase the brand awareness and sales of company. For example, Starbucks
is one of the companies which are killing in their social media strategy. There is an image
which is mentioned below that gets 4M views which is very impressive for the success and
growth of an organisation. Starbucks uses quality content on the media so that they are able
to achieve the goals and objectives.

Communication 3: Twitter
Twitter is the social media app which is not an ordinary app as it uses by
organisations for the purpose of increasing brand awareness as it is the only app which invites
each and every person even including other nations (Jackson, Janssen and Gabrielli, 2018).
For example, it is identified that Sainsbury has hired social media experts so that they are
able to support the customers’ services in an efficient way.
Communication 4: YouTube
YouTube is also an important social media tool which is used for the purpose of
increasing customer’s base and attach with the customers’ feelings. For example, Coca Cola
is using YouTube in their social media strategy as they make innovative content in the
YouTube which assists them to attract millions of people towards their organisational gaols
and objectives.

Communication 5: Website
To make own website of an organisation, it is identified that they are putting efforts
for the success of the company (Nuseir, 2018). Unilever is found to be the best example as
they are uses their website in order to understand the needs and wants of customers. They
provided customers’ services on their website which assists them to get link with the
company.
Reflection on Campaign
I found that digital marketing channels are very helpful in order to increase the brand
awareness as well as customer base in the market. So that’s why I included all the important
social media channels which help me to make the campaign successful. I also found that
every day the customers’ touch with social media channels are increasing and that’s why it is
I choose these channels so that I am able to achieve the desired results. These channels found
to be become supportive in order to get success in the market. With the assistance of these
channels, I found to be increase the customer base. This is the reason that I included these
channels.
CONCLUSION
It can be concluded from the above discussion that it is crucial for organisations to
uses some digital marketing plan which assists an organisation so that they are able to attract
more and more customers towards their organisation.

REFERENCES
Books and Journals:
Jackson, K. M., Janssen, T. and Gabrielli, J., 2018. Media/marketing influences on adolescent
and young adult substance abuse. Current addiction reports, 5(2), pp.146-157.
Novitasari, A. T., 2021. Digital Media Marketing Strategies for MSMEs during the Covid-19
Pandemic. FOCUS, 2(2), pp.72-80.
Nuseir, M. T., 2018. Digital media impact on SMEs performance in the UAE. Academy of
Entrepreneurship Journal, 24(2), pp.1-13.
Nyagadza, B., 2021. Search engine marketing and social media marketing predictive
trends. Journal of Digital Media & Policy.
Troise, C. and Camilleri, M. A., 2021. The use of digital media for marketing, CSR
communication and stakeholder engagement. In Strategic corporate communication
in the digital age. Emerald Publishing Limited.