Digital Communication Effectiveness: An Aston Martin Case Study

This report provides an overview of digital communication strategies, focusing on the application of the AIDA model and the significance of digital marketing tools within the context of Aston Martin, a British luxury sports car brand. It examines various digital communication methods such as mock-up web pages, social media posts, and blog articles, detailing how these methods contribute to brand awareness and customer engagement. The report outlines a digital communication plan, emphasizing the importance of identifying business goals, understanding the target audience, and measuring campaign effectiveness. It explains how the AIDA model (Attention, Interest, Desire, Action) is utilized to understand digital communication's impact, specifically in relation to Aston Martin's DBX model. Furthermore, the report highlights the importance of digital marketing tools in connecting with consumers, enhancing brand value, and leveraging social media platforms. The conclusion underscores the crucial role of digital communication in increasing brand awareness and fostering long-term business growth.

Contemporary Issues
in Marketing
Assessment 2 portfolio

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
The various example of digital communication:.........................................................................3
Digital communication of plan ...................................................................................................3
Explain the AIDA model ...........................................................................................................4
Importance and applications of digital marketing tools .............................................................4
Explain how effective the digital communication can be for the business organisation ...........5
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is known as the method identification of the needs and wants of the consumers
as well as concentrating on the production of the offerings in accordance to it. It is the broad
concept of the business firm in which is requires to concentrate on the several techniques that can
assist the business in order to promote their offerings. (Amjad, 2020Niininen, ed., 2021) The
following report will cover about the several topic like digital communication plan, usage of the
AIDA model, significance and application of marketing tools as well as how digital tools can be
effectual for the business firm. Moreover, the following report is based on the company Aston
Martin, which is the British multinational brand of luxury sports cars. Firm was founded in the
year 1913.
TASK
The various example of digital communication:
Digital communication refers to the idea of the involvement of the firm into the E
communication of the offering to their consumers.
 Mock up web pages- It is linked to the top quality technique of how the internet site of
the firm will look. It is different method in which the firm concentrate on attaining more
consumers with the design of their site. It is the method of communication in which the
firm displays their structure to their potential base of consumers.
 Social media posts- The social media platform have the major impact on the consumers.
It includes the utilisation of the several online platforms like Twitter, Facebook and many
more (Hong, and Yang, 2019). In it business firm concentrate on posting several visual,
audio or text content related to the offered goods that can attain more consumers.
 Blog articles- In this business firm concentrate on making several blog articles which is
linked to the offered merchandise in order to communicate to their consumers. This is
one of the most used method of digital communication.
Digital communication of plan
This involves the several ways that requires to be concentrated while marketing the
offerings with the help of latest technologies.
 Identifying business goals- It is the step in which the firm requires to identify the
appropriate objectives that is require to be accomplished. Aston Martin need to

concentrate on the increase the brand awareness to the consumers which is th emain
element for organisation.
 Gain insight to the target audience- Management of Aston Martin require to be more
conscious in order to understand that which platform is more appropriate for the firm for
attracting consumers (Henderson, Hilton, and Green, eds., 2020). The firm requires to
identify the utilisation of the digital platform which need to be utilised by the consumers.
 Measurement- This involves several tool that can assist in measuring the techniques like
bench marking , performance indicator which are required by the firm in order to
accomplish the objectives of the firm.
Explain the AIDA model
It is the framework that is utilised in accordance to understand the utilisation of the
digital communication in several aspects.
 Attention- This involves the attention of the consumers by the digital communication
programs. This has been stated that the utilisation of social media can be more
appropriate for the Aston Martin in accordance to attain the attention of the consumers.
 Interest- It means to increase the interest of the people towards the offerings of the
company. In case of the company Aston Martin, it is crucial for the firm in order to
increase and attain the interest level of the consumers by utilising the social media
platforms
 Desire- In case of the company Aston Martin, management is concentrating on their car
DBX which is one of the best luxury car and the management can concentrate on
generating the desire of it in the views of the consumers (Gesualdi, 2019).
 Action- Main aim of the advertiser in order to drive the consumers to buy the offered
goods of the firm. In it the firm can concentrate on targeting and accomplishing the
objectives of the firm.
Importance and applications of digital marketing tools
The digital marketing is the crucial element for the business firm as it assist the business
in linking with its consumers. This tool is utilised with the help of internet and via online. It
assist in linking with the consumers by the digital tech as well as it is crucial as it assist the brand
in increasing their brand value. Currently, people are more using social media in all over the

world and it has also become more crucial for the firm in order to take the support of the digital
media in order to increase their brand reputation and also about the offerings.
Explain how effective the digital communication can be for the business organisation
This has been evaluated that the utilisation of the various platform of digital media which
is most effectual for the company Aston Martin in accordance make people more aware about
their car DBX (Konttinen, Karjaluoto, and Shaikh, 2021). It is the most effectual tool because
people around the globe nowadays mostly uses social media platforms in order to spend some
leisure time using it. Social media is one the convenient way which can be easily impact the
mind of the consumers in order to make them more aware about it.
CONCLUSION
From the above report it has been concluded that the use of the digital communication by
the businesses is very much crucial in order to increase their brand value and awareness.
Moreover to it, there are several kinds of the digital communication which plays an role in the
growth of the any businesses across the world. These types of digital communication are social
media, blogging mock up and many more. It can assist the firm in increasing their goodwill as
well as it is beneficial for their long term growth and success for the long time period.

REFERENCES
Books and Journals
Niininen, O. ed., 2021. Contemporary Issues in Digital Marketing. Routledge.
Amjad, T., 2020. Contemporary challenges in entrepreneurial marketing: Development of a new
pedagogy model. Journal of Entrepreneurship Education, 23(3), pp.1-22.
Hong, Y.E. and Yang, S., 2019. Entrepreneurial and SME Marketing. Contemporary Issues in
Marketing: Principles and Practice, p.255.
Henderson, L., Hilton, S. and Green, J. eds., 2020. Media Analysis and Public Health:
Contemporary Issues in Critical Public Health. Routledge.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review, 45(2), pp.372-382.
Konttinen, J., Karjaluoto, H. and Shaikh, A.A., 2021. The antecedents and outcomes of online
consumer brand experience. In Contemporary Issues in Digital Marketing (pp. 49-60).
Routledge.