Aston Martin DB11: Contemporary Issues in Marketing - BMP4004

This portfolio presents a digital marketing campaign strategy for Aston Martin's DB11, focusing on leveraging digital platforms to reach a wider audience and enhance brand awareness. It outlines the campaign's objectives, which include increasing customer awareness and boosting sales, and details the measurement of success through social media engagement metrics. The campaign plan encompasses various digital communication channels such as Facebook, Instagram, Twitter, YouTube, and the company website, each tailored with specific content and strategies to attract the targeted demographic. The AIDA model is applied to structure the campaign's approach, ensuring attention, interest, desire, and action among potential customers. The portfolio also includes a reflective analysis of the campaign's importance and application of digital marketing tools, comparing strategies with those of competitors like BMW and Mercedes. The document concludes by emphasizing the importance of digital marketing in the automotive industry. Desklib offers a variety of solved assignments and resources for students.

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

Introduction 1
Campaign objectives 1
Measurement of success 1
Campaign plan 2
Communication 1: Facebook 3
Communication 2: Instagram 3
Communication 3: Twitter 4
Communication 4: YouTube 4
Communication 5: Website 4
Reflection on Campaign 4
Conclusion 7
References 8

Introduction
Digital marketing is the type of marketing which includes internet sources and digital
tools such as computers, laptops and many others to promote the product (Saura,
2021). Aston Martin is a British sports car manufacturing company which is founded
in 1913 by Lionel Martin and Robert Bamford and it is headquartered in Gaydon, UK.
The following report covers digital marketing campaign of Aston Martin’s new car
model DB11. It further cover campaign objectives, measurement of success
campaign plan, different types of digital communication medium such as Facebook,
Instagram, Twitter, Youtube and Website. It also covers reflection on campaign.
Campaign objectives
It is essential for every company to prepare an objective for their campaign so
that they will get to know that which actions and tactics they should follow to reach
the success of campaign. In context of Aston Martin, the main objective of their new
product Aston Martin DB11 is to reach a large number of customers through digital
platform and gain their attention toward the new and innovative features of the new
product of the company. This further helps to aware customers at global level and
help the company to develop their sales and profitability.
Measurement of success
The following campaign is conducted on social media platform by using
various social media types such as Instagram, Facebook, Twitter and many others.
Hence, the success of campaign will be measured in case the company will get high
likes and shares of their content which they shared on social media platforms
(Minculete and Olar, 2018). Secondly, when customers start contacting company
and clearing their doubts about the new product and when they were asked that from
where they get to know about the product and they reply that ‘from social media
campaign of company’ than company can measure success because the main
purpose of the campaign is to reach more customers globally.

Campaign plan
Objectives-
1. To aware more customers about the product.
2. To increase sales of new product.
3. To gain competitive advantage with new model Aston Martin DB11.
Targeted audience- The targeted audience are young sports people who
participate in car sports tournaments. Here, company mainly focuses to target those
customers who use digital medium to analyze current models of racing cars on
regular basis. Male and female both are targeted in all around the world.
Competition- There are various competitors of Aston Martin like BMW, AUDI,
Mercedes and many others who introduce new car model with additional features
and technology as compared to their previous model to attract their customers.
These companies are having high market share and high brand image in market
which helps them to gain high customers demand for their products.
Campaign marketing medium-
 Facebook
 Instagram
 Twitter
 Youtube
 Website
Actions and tactics-
 Aston Martin will promote their promotional campaign of their new car model
DB11 through social media channels. Hence, their main focus will be on the
content and targeted audience. In context of the company, they are required
to focus on influencing factors of their targeted audience and then share
similar kinds of content on their social media channels to gain their attention.
 Another important action is that the company must continue to measure the
success of their campaign with different digital performance measurement
tools on regular basis.
Measurement tools-
 KPI
 Sprout Social
 Google Analytics

 BuzzSumo
The AIDA model of Hierarchy-
Attention- It consists of actions and steps taken by company to aware their
customers about the product and campaign to gain their attention. In context of
Aston Martin campaign, they can promote their new product DB11 through social
media by uploading pictures and videos of good graphics.
Interest- It is the stage where campaigns focus to generate the interest level
of their customers (Behera and et. al., 2020). In context of Aston Martin campaign of
DB11 car model promotion they can analyze who likes their social media posts and
videos and then they can try to advertise same car model to those followers who
liked and share the posts. Company can also send direct message to followers about
the features of their new car model.
Desire- Another step is to make customer to desire the product strongly.
Here, digital campaign of Aston Martin can create a strong desire for customers by
showing personal experience of few popular car racing drivers who tested this
model. After seeing the positive reviews from some popular car racing drivers their
followers will get attracted to the product strongly and need to purchase it.
Action- This is the last step of this model. Here, the campaign will share their
market value and benefits of products well to their customers.
Communication 1: Facebook
Facebook is a social media social media platform where companies share the
picture and videos of their products to attract customer’s attention toward the brand.
There is no geographical restriction for the social media platforms which means a
company based in UK can promote their product in Asian countries through social
media marketing. Here, more number of likes and shares will define the success of
campaign.
Communication 2: Instagram
It is also a social media platform where companies mainly focus to increase
their total number of followers because more number of followers will help them to
gain more likes and comments (Saura, Palos-Sanchez and Correia, 2019). Here,
followers are able to comment below the picture which is shared by company. This
will help the company to analyze their preferences toward their new product and

marketing campaign to promote the product.
Communication 3: Twitter
It is another popular social media channel where a business can gain many
benefits for promoting their campaigns and products. They can use hashtags,
bookmark, direct messages, share, retweet and many others. The post on trending
topics will automatically list at the top in Twitter. Hoot suit is a tool which can be used
to manage twitter account of a individual and a company.
Communication 4: YouTube
It is an online video sharing and social media platform owned by Google. It
was launched in 2005. Here, companies share the videos of their manufacturing
process and how they work to satisfy their customers. It also has followers and the
followers who follow the YouTube account of any business will get updates regularly
when the company uploads any new update. This can be used for blogging too
where a individual can share their personal experience through a video.
Communication 5: Website
A website is a collection of web pages and related content which is identified
by a domain name (Rosokhata and et. al., 2020). It is essential for a website to
publish at least on one web server. It is the platform where company shares their all
kind of information like about the company, about the product, contact number,
geographical area they serve, their official mail id and many others. A customer can
also mention their complaints on the website and company is required to respond
their customers as soon as possible.
Reflection on Campaign
Importance and application of digital marketing tools-
There are various kinds of digital marketing tools which can be opt by Aston Martin
to promote their campaign and few of the digital marketing tools are mentioned
below-

Social media platforms- It is the platform such as Instagram, Facebook and
many others which is used for promoting the product or campaign. In context of
Aston Martin, they can use this tool to target audience globally. It is essential for
them to focus on the quality of content and pictures and videos which they are
sharing on social media platforms. An attractive and good quality of graphics should
be used for uploading pictures of car. Sharing outer look as well as interior look of
car on social media will help the gain more attention of customers (Kim, Kang and
Lee, 2021). In context of written content they must mention short and precise
messages on these platforms because a long messages can make the audience
bore and uninteresting to read the content. Mentioning the benefits and innovative
features of the new model will help to gain attention of customers on social media.
The information should be like –
[Seating capacity- 4
Horsepower- 447 KW
Engine- 5.2 L V12
Curb Weight- 1,857 kg
Fuel tank capacity- 78 L
Dimensions- 4,739 mm L x 1,940mm W x 1,279mm H ]
This type of information will help the company to aware their social media
follower’s proper and adequate features of their new model DB11. They can also
share their feedback form on Facebook, Instagram and other tools and as their
customers to fill it and resent it so that the campaign will get to know whether the
customers are having positive or negative reviews regarding their new product. In
context of YouTube, the campaign must use blogging type of video where they can
share the personal experience of the instagram and facebook influencers in the field
of sports. Using brand ambassador which is well known person of car caring sport
will help the gain more attention of customers and they can easily believe that if such
kind of person is reviewing the car for good ratings than it must be good.
Website- It is another important tool where each company is having their own
web page on web server where they share the information regarding their products
and services, contact number and other essential details. It is believe that website
should be attractive and good looking as well as easy to use so that customers will
like to reach the website and read the information about product and company from

there (Dahiya and Gayatri, 2018). In context of digital marketing campaign of Aston
Martin for their new product Aston Martin DB11, they can use good and attractive
pictures on their website. They can also invite their targeted audience for virtual test
drive through their website. This option will help the customers to analyze the
experience like they are really sitting inside the car. Hence, this will help campaign to
become more successful in market and this will further help to increase the sales of
new product.
Examples of companies for their success to promote their digital campaign-
BMW marketing campaign- BMW is another well known car manufacturing
company in the industry. They use their campaigns to promote their new products
and they also use social media platforms and website for promoting their products
through their digital campaign. They use guest star in BMW marketing campaigns,
they analyze that most influencing celebrity on social media platform and then they
contact to the celebrity and them to promote their new cars and they pay fee to these
stars for promoting their digital campaigns. This will help them to gain more attention
of customers. BMW also focus on showing off the competitive side within their
campaigns where they compare their cars with other company’s car and mention the
difference and highlight the technological benefit of their cars as compared to other
cars. For example, BMW’s new ad is routing Tesla’s new model for its timeless
waiting lists (6 Key Points About The Digital Marketing Strategy Of BMW, 2021).
I think here, BMW is promoting their digital campaign in a right direction
because the customers in automotive industry prefer to buy best technological car on
current time and especially racing cars. Hence, comparing the car models with other
brand will influence the customers to switch to BMW. Secondly, using brand
ambassador who are well known celebrity such as Hadid and other Hollywood stars
will help to gain attention of customers.
Mercedes digital marketing campaign- Mercedes is another well known
company in automotive industry which is popular for its technology and well
attractive designs and powerful engines. In promoting their cars they engage in
digital marketing campaign where they started sharing their new slogan “Sacrifice
Nothing” and this slogan reflects that the cars of Mercedes are having all those
features and technology which is expected by their targeted audience and they will
sacrifice nothing if they buy their products (Pandey, 2021). They also follow the

strategy of ‘goes big in promoting big features’, in their advertisement they show a
group of kids with bicycles and they showed the feature of ‘remote parking pilot’
which means car can parks itself automatically (Outstanding Digital Marketing
Strategies Of Mercedes-Benz, 2021).
According to me this will help Mercedes to get high popularity among their
industry and choosing the social media platforms such as Facebook, Instagram ,
Twitter and many other will help the campaigns to reach more customers globally
and customers can also respond to campaign on the spot by commenting and liking
the posts. This will help the companies to analyze whether their campaigns are
becoming successful in market or not.
Conclusion
It is concluded that digital marketing is a type of marketing where companies
promote their products through digitally. The main benefit of digital marketing is to
reach customers at global level. It is essential for the company to set few digital
campaign objectives so that they will work accordingly and it is also essential to plan
a god and effective digital marketing campaign plan where the objectives and actions
and tactics will be measured to achieve objective. Some of the most popular digital
marketing campaigns are promoted through social media platforms such as
Facebook, Instagram, YouTube, Website, Twitter and many others.

References
Behera, R.K. and et. al., 2020. Personalized digital marketing recommender
engine. Journal of Retailing and Consumer Services, 53, p.101799.
Dahiya, R. and Gayatri, 2018. A research paper on digital marketing communication
and consumer buying decision process: An empirical study in the Indian
passenger car market. Journal of Global Marketing, 31(2), pp.73-95.
Kim, J., Kang, S. and Lee, K.H., 2021. Evolution of digital marketing communication:
Bibliometric analysis and network visualization from key articles. Journal of
Business Research, 130, pp.552-563.
Minculete, G. and Olar, P., 2018, June. Approaches to the modern concept of digital
marketing. In International conference Knowledge-based organization (Vol.
24, No. 2, pp. 63-69).
Pandey, N., 2021. Digital marketing strategies for firms in post covid-19 era: insights
and future directions. The new normal challenges of managerial business,
social and ecological systems in the post covid-19 era.
Rosokhata, A.S. and et. al., 2020. Improving the classification of digital marketing
tools for the industrial goods promotion in the globalization context.
Saura, J.R., 2021. Using data sciences in digital marketing: Framework, methods,
and performance metrics. Journal of Innovation & Knowledge, 6(2), pp.92-
102.
Saura, J.R., Palos-Sanchez, P.R. and Correia, M.B., 2019. Digital marketing
strategies based on the e-business model: Literature review and future
directions. Organizational transformation and managing innovation in the
fourth industrial revolution, pp.86-103.
Online-
6 Key Points About The Digital Marketing Strategy Of BMW, 2021 [Online] Available
Through:
https://digitalagencynetwork.com/6-key-points-about-the-digital-marketing-strategy-
of-bmw/
Outstanding Digital Marketing Strategies Of Mercedes-Benz, 2021 [Online]
Available Through:
https://digitalagencynetwork.com/outstanding-digital-marketing-strategies-of-
mercedes-benz/