BSc Business Management: Digital Marketing Campaign Portfolio

This portfolio presents a digital marketing campaign developed for Morrison's, a UK-based supermarket, to promote a new personal care kit for both men and women. The campaign focuses on enhancing Morrison's social presence and market coverage through various digital communication channels, including Facebook, Instagram, Twitter, YouTube, and the company website. The portfolio outlines the campaign's objectives, which include knowledge management, understanding consumer requirements, and relationship marketing to increase brand recognition and customer loyalty. Success measurement is based on lead time, cost per lead, return on investment, customer acquisition cost, and user time spent on the website. The campaign plan utilizes the AIDA model (Attention, Interest, Desire, Action) to guide the marketing activities, with specific strategies for each communication channel. The reflection on the campaign highlights the importance of organized planning and targeting the right customers to achieve sales and profitability goals.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Submitted by:
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Table of Contents
Introduction......................................................................................................................................1
Campaign objectives........................................................................................................................1
Measurement of success..................................................................................................................2
Campaign plan.................................................................................................................................3
Communication 1: Face book..........................................................................................................4
Communication 2: Instagram...........................................................................................................4
Communication 3: Twitter...............................................................................................................5
Communication 4: You tube............................................................................................................5
Communication 5: Website..............................................................................................................5
Reflection on Campaign..................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

Introduction
Marketing is considered as a very important aspect within an organisation to promote and
preserve its competitive strength and positive relations with their customers in the long run.
Marketing also helps to develop new customers for the business and in the modern era it also
helps to tackle various issues and challenges by providing insight about the changing market
dynamics. The promotion activities of an organisation are tremendously affected by the various
issues and challenges of marketing such as the use of social media and digital technology to
connect and inform the consumers or buyers. In order to monitor the styles and practices that are
changing constantly the requirement of investment is necessary to achieve success (Pandey,
Nayal and Rathore, 2020). The following report will explain the digital marketing campaign used
by Morrison’s to enhance its activities. This report will be in the context of Morrison’s, a
supermarket in UK having its head quarter in Bradford, UK and was established in the year
1899. Morrison’s wants to improve its social presence and market coverage for a newly
developed product of complete personal care kit for men as well as women that will include daily
use items like soap, face wash, deodorant and perfume, face cream, talc etc. with composition of
different things in men and women items. The evaluation of various ICT tools and digital
technology will also be explained in respect to generate new customers and provide greater
customer satisfaction.
Campaign objectives
The digital marketing activities will campaign the launch of new products in the market,
complete personal care kit with the objective of achieving greater market coverage, consumer
interaction, relationship with customers and increasing competitiveness of the brand. The main
objectives of the campaign are elaborated below:
 Knowledge management can be explained as a process of sharing, creating and using
records and data as per the requirement and desires of an individual or group to enhance
and enforce planning. In regard to knowledge management it can be considered as a
multi-disciplinary approach for achieving the goals of the organization with the help of
valid methods and operational performance (Hanlon, 2021). Morrison’s need to share
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information and facts about their complete personal care kit so that it can reach the
customers and they can be influenced to purchase their items.
 In a contemporary situation it is important to understand the activities of management and
organisational characteristics like that of Morrison’s have in order to identify consumer
requirements, competition, need for development and financial strength of the
organisation so that best plan and modification can be made to achieve success. The goal
of the organisation will be to produce and grow the best personal care kit for increasing
the profit of the organisation by satisfying customer needs (Ketter and Avraham, 2021).
For relationship control and sustainable growth in the market the Morrison’s need to
understand the market requirement and the trends in today's world.
 Relationship marketing is a very important method to increase the recognition of a brand
and preserve the suppliers and customers so that the organisation can achieve greater
levels of competitiveness. This method of marketing and advertising includes the use of
social media and digital platforms to share and circulate information and data to various
devices throughout the world. It is essential that Morrison’s use these digital tools for
analysing customer requirements and checking the performance of their product,
complete personal care kit to make changes according to customer requirements. The
main purpose of relationship marketing is to increase the marketing activities through
sharing of information, word of mouth, identifying customer requirements and making
changes according to the customers.
Measurement of success
In order to measure and evaluate the success of the digital marketing campaign launched for
the complete personal care kit by Morrison’s following aspects are taken into consideration.
 Lead time and lead generation can be explained as the rate at which the overall visitors to
the various digital sites or specific channels come to the site in a given time (Behera and et.
al., 2020). This could provide the description of the performance gap and can also help to
improve the promotional campaign of Morrison’s personal care kit by identifying the
improvement required within the products.
 Cost per lead: It is the best way to measure how the finances of the organisation are spent
and discover where improvements are needed. Morrison’s personal care kit needs to focus
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on areas that require less investment but provide a lot of return by attracting a maximum
number of customers.
 Return on investment in marketing can be obtained by dividing total revenues generated
and the total amount invested in the activities of marketing within a specific time (Tristanto
and et. al., 2021). Marketing department in Morrison’s compare their marketing success by
calculating return on investment as compared to the previous performance.
 Customer acquisition cost can be explained as the cost at which the consumer acquires all
the products and services and dividing the range of quantity items and their success with the
marketing campaign.
 User time spent on a page is the estimation that describes how much time a user or
customer has spent on the official website or web page of the organisation that describes the
interest of the consumer in the product and service. Moreover, this helps Morrison’s to
understand how many customers are coming to their website and how many of them are
actually buying their products. This could help to improve their digital marketing campaign.
Campaign plan
AIDA Model
AIDA is a short term that describes action interest, desire and attention that comes from
the campaign or the marketing and advertising activities which mainly identify the different
aspects through which people go through purchasing a product or service. AIDA model is used
by most of the organisation for their visual advertising campaigns, public relation campaigns and
income techniques so that their marketing and advertising activities can be improved. Morrison’s
could utilise this model to improve the activities of digital marketing.
 Attention: it is the initial step in marketing or advertising that is very important for
identifying customer interest and rising awareness among them. Morrison’s could use this
factor to create desire among the consumers with the help of suitable digital strategies in
order to attract maximum prospects towards the complete personal care kit provided by the
company.
 Interest: when the awareness is created among the customers about certain products or
services the intention moves towards creating interest in them to purchase products and
services (Song, Ruan and Jeon, 2021). Morrison’s can create interest for AIDS complete
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personal care kits by using various social media platforms and other ICTs that could help it
to garner best results.
 Desire: desire can be explained as the intention for shifting the need into want where the
customer moves from the thinking that I need that product to I want that product. By using
this Morrison’s could improve its strategies of marketing and raise the demand for products
and services among the customers.
 Action: the final step of a campaign is to bring the customers to real action of purchasing the
commodities and services provided by the organisation. Customers can be very easily
attracted towards products and services as well as desire can be created among them but it is
the responsibility of organisations to bring them into action by providing suitable
opportunities to purchase the products and services at reasonable pricing that fulfil their
desire. Morrison’s can use this factor to improve its digital marketing campaign for a
complete personal care kit that it intends to bring into the market.
Communication 1: Face book
It is the best way to promote personal care kit products by Morrison
through Face book social media platform (Alalwan., 2018). It has been observed
that Face book has given certain new features where videos and through
different kinds of images into the digital form can be posted which gives the
real effect as the customers are seeing the products into their practical life.
Communication 2: Instagram
In today’s period of time of the digital world, it has been observed that
most effective way of communication is through Instagram. Morrison can
take an effort by creating a page on the Instagram where they can promote
the personal care kit products into positive manner. As every age group
people is on Instagram and most of the people has spent their time on this
platform so it is the best way to promote products into effective manner.
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Communication 3: Twitter
When Morrison has taken efforts towards promoting personal care kit
products on twitter then they can take support of advertising which act as
strong parameter into growing the audience. Morrison can create their
account which also helps in terms of gaining the followers due to which
ultimately increase customers into direct way. For boosting the engagement
and campaign visibility, they can tweet into different and exciting manner
due to which visibility regarding the brand cab be increased into positive
manner. In this manner, personal care kit products can be promoted through
Morrison on the Twitter.
Communication 4: You tube
For promoting personal care kit products through Morrison on YouTube act as
a strongest parameter for their audience. It is also the internet’s second
largest search engine as well. You tube also support in terms of improving
the search engine optimization and overall presence of the brand as well (Lin
and Kim., 2016).
You tube also gives permission to present the content into the unique form
which is very easy for viewers in order to share and consume. In this manner,
Morrison’s has promoted the self-care kit by YouTube into effective manner.
Communication 5: Website
As the market is growing very fast then their websites become more
technically advanced so people prefer to buy from websites. In today’s period
of time, different issues have been arises regarding the Security and safety
of their data. So website is the best way to promote their products because
people trust for longer period of time and also have transparency in terms of
payment due to which people also support in terms of promoting the
products into positive manner (Schwemmer and Ziewiecki., 2018).As website can be
opened anywhere so its easier for people to explore about the kit and can
also pass on the link to their closed ones. In this manner, personal care kit
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can be promoted by Morrison through the communication channel which is
known as Website.
These are the communication medium through which personal care kit
can be promoted through Morrison on different social media platforms.
Reflection on Campaign
It is analysed by me that campaign of Morrison’s assist company to increase its new
product awareness at marketplace and enhance its sales as well as profitability level in an
appropriate manner. The promotional campaign was well organised and planned so that
objectives developed can be attained timely and effectively. Within the development of an
organization, I emphasis on its set of target customers that is significant in order to reach right
customers and to satisfy them as well. I analysed that campaign objectives and other key aspects
associated to customer service is considered in order to aware and serve major number of
customers in an effective and focused manner. It is analysed by me that planning campaign is
one pf the effective and important approach that assist a company to develop its operations with
high stability. By the assistance of promotional campaign, a company will be able to increase its
brand awareness of product that leads towards high sales and profitability. It is vital for an
organisation to determine its growth opportunities so that it can gain high success at marketplace.
I want now to develop career professionally in marketing and will gain understanding
about marketing models and theories. I will also learn about marketing concepts which will
further help me to gain career opportunity in marketing and gain the best output. The
promotional marketing campaign of Morison’s went effectively and properly as proper campaign
plan is developed. One of the main reasons of its success is target the right audience which help
in reaching customers and increase its sales. It is determined by me that marketing through the
use of different tools such as Facebook, Instagram, Twitter and so on allow a company to reach
large number of customers in less time and uses resources in an optimal and effective manner. I
realised that digital and virtual era assisted in promoting the new product in more attractive and
effective manner. Furthermore, it is analysed that social media is one of the effective use tool for
marketing as it assists in competing with rivals and attain competitive advantage at marketplace.
Furthermore, setting of campaign objectives and measure it with the set standards so that it can
be attained in a timely and proper manner.
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CONCLUSION
From the above discussion, it has been concluded that marketing is one of the significant and
important factor for an organisation as it assists in promoting goods as well as services
effectively and also help to increase sales and profitability of company. Along with this, it is
analysed that using of digital marketing tools in order to promote brands such as Facebook,
Instagram; YouTube and so on will help a company to reach large number of customer and
enhance its customer base level in an appropriate manner. Moreover, using of AIDA model
allow an organisation to execute the activities properly that leads towards development and
growth.
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REFERENCES
Books and Journals
Behera, R.K. and et. al., 2020. Personalized digital marketing recommender engine. Journal of
Retailing and Consumer Services, 53, p.101799.
Eagle, W., 2019. YouTube marketing for dummies. John Wiley & Sons.
Hanlon, A., 2021. Digital marketing: strategic planning & integration. Sage.
Harun, Z. and Tajudeen, F.P., 2020. Instagram as a marketing tool for small and medium
enterprises. International Journal of Technology Diffusion (IJTD), 11(3), pp.48-59.
Jaman, S.F.I. and Anshari, M., 2021. Facebook as marketing tools for organizations: Knowledge
management analysis. In Research Anthology on Strategies for Using Social Media as a
Service and Tool in Business (pp. 117-131). IGI Global.
Ketter, E. and Avraham, E., 2021. # StayHome today so we can# TravelTomorrow: tourism
destinations’ digital marketing strategies during the Covid-19 pandemic. Journal of
Travel & Tourism Marketing, 38(8), pp.819-832.
Mann, M., Ginder, W. and Byun, S.E., 2022. Highs and Lows of Cannabis Decriminalization:
Twitter Analysis and Ethical and Regulatory Implications for Retailing and
Marketing. Journal of Global Marketing, 35(1), pp.57-75.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Pandey, N., Nayal, P. and Rathore, A.S., 2020. Digital marketing for B2B organizations:
structured literature review and future research directions. Journal of Business &
Industrial Marketing.
Ramadanty, S. and Safitri, Y., 2019, August. Social media influencers involvement in the digital
campaign in Indonesia. In 2019 International Conference on Information Management
and Technology (ICIMTech) (Vol. 1, pp. 48-52). IEEE.
Song, H., Ruan, W.J. and Jeon, Y.J.J., 2021. An integrated approach to the purchase decision
making process of food-delivery apps: Focusing on the TAM and AIDA
models. International Journal of Hospitality Management, 95, p.102943.
Tristanto, T.A. and et. al., 2021. AIDA Model as a Marketing Strategy to Influence Consumer
Buying Interest in the Digital Age. Budapest International Research and Critics Institute
(BIRCI-Journal): Humanities and Social Sciences, 4(4), pp.12575-12586.
Tuten, T.L., 2019. Principles of Marketing for a Digital Age. SAGE.
Alalwan, A.A., 2018. Investigating the impact of social media advertising features on customer
purchase intention. International Journal of Information Management, 42, pp.65-77.
Lin, C.A. and Kim, T., 2016. Predicting user response to sponsored advertising on social media
via the technology acceptance model. Computers in Human Behavior, 64, pp.710-718.
Schwemmer, C. and Ziewiecki, S., 2018. Social media sellout: The increasing role of product
promotion on YouTube. Social Media+ Society, 4(3), p.2056305118786720.
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