BMP4004 Contemporary Issues in Marketing: Digital Marketing Portfolio

This portfolio presents a digital marketing communications campaign developed within the context of contemporary marketing issues, utilizing the AIDA model to structure the campaign's strategy. The campaign focuses on leveraging various digital channels, including Facebook, Instagram, Twitter, YouTube, and a dedicated website, to enhance brand awareness, generate interest, stimulate desire, and drive action. Each communication channel is tailored to align with the AIDA framework, with specific tactics designed to engage target audiences effectively. The portfolio also includes a reflective summary, evaluating the campaign's potential impact and discussing the strategic use of digital tools to address contemporary marketing challenges, emphasizing mobile access, market expansion, interactivity, and accessibility. The campaign aims to increase customer base and brand recognition, improve customer communication and facilitate business expansion.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
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Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
AIDA Model...........................................................................................................................1
Campaign objectives..............................................................................................................2
Measurement of success.........................................................................................................2
Campaign plan........................................................................................................................3
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................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
A thorough, current, and cutting-edge resource that offers a cogent understanding of current
marketing topics is called Contemporary Issues in Marketing. It firmly confronts the ongoing
issues in the marketing industry by fusing the perspectives of theory and practitioners. Theories
that emphasise the value of customer orientation over conventional market orientation are
referred to as contemporary marketing theories (Viana and et. al., 2019, June). They are tactics
that, when put into practise, provide their clientele with better support and a product selection
that fluctuates depending on what the target market wants. The report will cover brief about
usage range of digital marketing tools effectively with the help of AIDA model and,
measurement of success. There will be a campaign plan with different communication plans.
Lastly there will be reflection of campaign plan.
MAIN BODY
AIDA Model
Attention, Interest, Desire (or, in some forms, Decision), and Action (AIDA) are the four steps
necessary for effective marketing. The AIDA marketing approach is so fundamental to current
marketing that skipping any one stage is regarded to nearly guarantee a poor outcome. The
simplicity of the AIDA paradigm is its key benefit. The model is timeless due to its
uncomplicated design, making it applicable today.
Attention
So, need to get the material in front of them initially in order to reach this stage. This is
accompanied by improved brand recognition and compelling messaging (Shankar and et. al.,
2021).
Interest
The content must be compelling and interesting to reach this point. This level of AIDA is
about maintaining their attention, whereas the previous step is about grabbing it. This is possible
via a hook.
Desire
People do business with people they like, trust, and are familiar with. The AIDA model's
first two stages establish the know and the like. This stage aims to transform "I like it" into "I
want it." And the final component of the puzzle—trust—is cemented in to do that.
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Action
Give potential prospects the chance to take advantage of that desire once
individuals created enough demand for their good or service.
Campaign objectives
A marketing campaign may be used to advertise a good or service, a product, or the brand
in general. Campaigns are meticulously designed and the activities are modified to produce the
best results.
Everyone makes an attempt to achieve particular goals and objectives. A variety of marketing
campaigns are launched by businesses to increase public awareness of their brand and the
products and services they provide. Enterprise Rent-A-Car has sponsored campaigns to increase
public knowledge of the services they provide. The following are a few of the goals:
• Identifying Needs- The goal of Enterprise Rent-A-Main Car's campaign was to identify
the needs of its customers so that they could be better catered to.
• Popularize- For any organisation to be successful, it is essential that the general public is
informed about it and how it functions. Enterprise Rent-A-Car uses vehicles and banners
in the campaigns to do this (Peter and Dalla Vecchia, 2021).
• Improvement in Services Offered- Enterprise Rent-A-Car will be able to offer better
services thanks to the interest this has generated.
• Interest and Desire- When a firm is well-known, people are more likely to be interested
in and desire to use Enterprise Rent-A-Services Cars.
Measurement of success
A benchmark by which a person or organisation determines whether or not they have
accomplished their objectives is known as a measure of success. Successful people utilise a range
of standards to assess their individual and collective accomplishments since there is no one real
definition of success. If the organisation is able to complete the goals and objectives within a
reasonable amount of time, it is said to have had moderate success. Enterprise Rent-A-Car is
doing well despite being a small company. The organisation measures its progress using the
evaluation methods:
• Enterprise Rent-A-Car set reasonable, short-term goals and achieved them. By comparing
the time, it took to complete the goal with the prior one, the entity helps with progress
tracking.
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• The entity measures the success of its campaigns and other events (Liu, 2021).
• The popularity of profiles on social networking sites like Twitter, Facebook, Instagram,
etc. helps with performance measurement. The more people who participate, the more
likely the company is to prosper.
Campaign plan
A plan is a comprehensive proposal that is developed in such a way as to achieve the
desired aim or target. Planning is very helpful and essential for achieving the objective. Strategic
planning is one of the processes in the process of achieving goals (Richards and Marshall, 2019).
The campaign approach developed by Enterprise Rent-A-Car helps the organisation accomplish
objectives like fund raising. With the help of these initiatives, they may successfully operate their
firm by bringing in new customers and raising income. Such adverts might also be made on
internet platforms in order to reach a big audience. If organisations want these efforts to be
successful, they must develop strategy for them.
Communication 1: Facebook
• Awareness- Facebook helps Enterprise Rent-A-Car inform the public about the services
they provide. Enterprise Rent-A-Car uses Facebook's stories feature to accomplish this.
• Interest- Enterprise Rent-A-Car needs to make sure that the stories exhibited are
intriguing and appealing in order to spark people's interest in looking into services (Ryan,
2020).
• Desire- When a person's interest in a service turns into a desire to try it, that is when
desire is present. Enterprise Rent-A-Car encourages customers to try their services by
highlighting comparable features on Facebook's stories feature.
• Action- This is the last stage, during which customers can contact the company via
Facebook Messenger.
Communication 2: Instagram
• Awareness- Instagram is among the most well-known social networking sites, as well as
its reel feature is popular. This function is used by Enterprise Rent-A-Car to raise user
awareness.
• Interest- Reels can be made in a variety of appealing ways to catch customers' attention
and pique their desire to test the service (Dolega, Rowe and Branagan, 2021).
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• Desire- When reels while using the program, its benefits, and client praise are produced,
these reels assist the entity in fostering a desire among consumers to use the services.
• Action - The general public can assist the entity by contacting it using Instagram's
message service.
Communication 3: Twitter
• Awareness- Twitter is arguably the most popular social networking platform. Enterprise
Rent-A-Car uses the platform to post tweets that help the company communicate with a
sizable consumer base (Cowley-Cunningham, 2018).
• Interest- Positive feedback on the tweets helps the organisation kindle public interest.
• Desire- The characteristics of the products help the company stimulate users' interest in
using them.
• Action- The comments and reviews persuade customers to try out the business's services.
Communication 4: YouTube
• Awareness- YouTube advertisements help the organisation increase user awareness.
Videos, including Vlogs, shorts, and movies, help to advertise the services on YouTube.
• Interest - Eye-catching interstitial marketing stimulates consumer interest in the services.
• Desire- Shorts and V logs are helpful in increasing people's desire for the services
offered.
• Action- Enterprise Rent-A-Car streams videos to its YouTube channel, where visitors
may get in touch with the business by providing comments (Guerra and Silva, 2022).
Communication 5: Website
• Awareness - Building websites are one of the best ways to utilise technology. Enterprise
Rent-A-Car maintains a website specifically for marketing and promoting its offerings.
• Interest - Websites help to more effectively communicate the benefits of a service and to
increase interest (Nabieva, 2021).
• Desire- Website advertisements that are visually appealing help businesses attract
customers and instil a desire in them to use their services.
• Action– By using these websites, Enterprise Rent-A-Car can communicate with
customers.
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Reflection on Campaign
The capacity to communicate with anybody, anyplace, because digital technology has no
physical limitations. Personalization is easier with digital marketing since it allows you to target
the correct audience at the right moment. At each step of the purchasing process, communicate
with your prospects (MINCULETE and MINCULETE, 2019). Spend less and reach out to more
customers. In addition to offline initiatives, the organisation ran campaigns on social media
platforms like Facebook, Twitter, YouTube, and others. These social media channels allowed
companies to easily connect with one million people and convince them to use their services.
The website for Enterprise Rent-A-Car is essential to increasing their customer base and brand
recognition. By doing this, it increases its market share, which helps the organisation accomplish
its objectives. Digital marketing is one of the best ways to grow the customer base. Utilizing
technology as efficiently as possible is a goal for every business. Enterprise Rent-A-Car uses
technology to overcome the issues with contemporary marketing. There are several reasons why
digital tools are used for this, some of which are listed below.
 Mobile Access – Many people today have access to smartphones, and many more often
use them. For smaller tasks, they also depend on their mobile devices. When the prospect
presented itself, Enterprise Rent-A-Car saw it as an opportunity to grow their customer
base and open an online store (Mankad, 2019).
 Expansion – Social media platforms are helpful for breaking news to spread quickly.
Enterprise Rent-A-Car has increased its activities in order to generate more revenue. The
organisation was able to reach one million people via these platforms and let them know
about the services they offer. This encourages customer attractiveness and business
expansion.
 Interactivity – Thanks to digital tools, businesses may speak with their clients directly.
As a result, Enterprise Rent-A-Car finds it much simpler to identify and appreciate the
needs of its clients. By giving clients the products of their choice, they will be able to
successfully run their firm.
 Accessibility – These tools are accessible and more cost-efficient for the business and its
clients. Cost- and time-effectiveness are both advantages of online advertising.
Contrarily, customers who communicate directly with the organisation can save money
by avoiding middlemen and travel time (Guven, 2020).
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CONCLUSION
According to the aforementioned report, marketing is a challenging profession that involves
not only the trade and sale of goods and services, but also their promotion and advertisement. An
organisation works hard to accomplish its goals and build a reliable reputation in the industry.
Profitability is another element that drives a business to put up the necessary effort to attain
corporate success. Campaigns are among the best techniques to increase public awareness of the
company's line of business. These advertisements could also be broadcast via online networks.
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REFERENCES
Books and Journals
Cowley-Cunningham, M.B., 2018. Introducing Digital Media to Automotive Industry: The Role
of Corporate Blogging and Economic Context in Full-Funnel Digital Marketing
(Presentation Slides). DMI Repurposed Preliminary Report I-Case Study for Portfolio
Application with Market Research Society.
Dolega, L., Rowe, F. and Branagan, E., 2021. Going digital? The impact of social media
marketing on retail website traffic, orders and sales. Journal of Retailing and Consumer
Services, 60, p.102501.
Guerra, M.J. and Silva, F.O., 2022. Digital Marketing Strategy: A Step-By-Step Approach.
In Marketing and Smart Technologies (pp. 339-350). Springer, Singapore.
Guven, H., 2020. Industry 4.0 and marketing 4.0: in perspective of digitalization and E-
Commerce. In Agile Business Leadership Methods for Industry 4.0. Emerald Publishing
Limited.
Liu, Y.L., 2021. MARKETING MIX PLUS DIGITAL PLATFORM INNOVATION IN
PHARMACEUTICAL INDUSTRY: WHERE WE ARE AND HOW TO MOVE
FORWARD UNDER COVID-19. In 30th International Conference of the International
Association for Management of Technology: MOT for the World of the Future, IAMOT
2021 (pp. 991-1002).
Mankad, D.J., 2019. Understanding Digital Marketing: Strategies for online success. BPB
Publications.
MINCULETE, G. and MINCULETE, S., 2019. Approaches to Companies’ Personnel
Educationand Training in the Field of Digital Marketing. eLearning & Software for
Education, 3.
Nabieva, N.M., 2021. DIGITAL MARKETING: CURRENT TRENDS IN
DEVELOPMENT. Theoretical & Applied Science, (2), pp.333-340.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature review for
the identification of digital marketing channels and platforms. New trends in business
information systems and technology, pp.251-265.
Richards, M.B. and Marshall, S.W., 2019. Experiential learning theory in digital marketing
communication: Application and outcomes of the applied marketing & media education
norm (AMEN). Journal of Marketing Development and Competitiveness, 13(1), pp.86-
98.
Ryan, D., 2020. Understanding Digital Marketing: A complete guide to engaging customers and
implementing successful digital campaigns. Kogan Page Publishers.
Shankar, V. and et. al., 2021. Digital marketing communication in global marketplaces: A review
of extant research, future directions, and potential approaches. International Journal of
research in Marketing.
Viana, J. and et. al., 2019, June. Social CRM services in digital marketing agencies: a
preliminary study on service offerings in Germany. In International Conference on
Business Information Systems (pp. 383-395). Springer, Cham.
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