BSc Business Management: Digital Marketing Campaign Portfolio BMP4004

This portfolio presents a digital marketing communications campaign, emphasizing the importance of digital strategies for business growth. It utilizes the AIDA model (Attention, Interest, Desire, Action) to structure the campaign, setting objectives to increase sales and brand value for Enterprise cars, a car rental service. The campaign plan incorporates Facebook, Instagram, Twitter, YouTube, and a dedicated website to reach target customers. Each platform is strategically used to communicate the company's services and offers, aiming to build customer interest and drive action. The reflection highlights the effectiveness of social media in increasing market share and achieving campaign goals. The report concludes that marketing communication is crucial for business success, advocating for the adoption of diverse communication channels and strategies to attract and engage customers. Desklib provides access to similar assignments and study resources for students.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
ID:
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Contents
Introduction 1
AIDA Model p
Campaign objectives p
Measurement of success p
Campaign plan p
Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p
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Introduction
it is very important for the business organization to adopt to the various
marketing strategies in order to promote its products or services. The digital
marketing includes the promotion of the products with the use of various platform
such as social media, TV channels. It is very important for the business Enterprise
to communicate in an effective way in order to achieve growth and success. There
are various tools and techniques which can be utilized in order to gain competitive
advantage. This is the report which is based on the Enterprise cars where the
company provides the cars on the rent to its customers.(Pandey, N., Nayal, P. and
Rathore, A.S., 2020). This will include the companion objectives and use of AIDA
model in order to make a successful campaign for promoting the products and
services of the company.
AIDA Model
This is the model which is taken into consideration in order to market the products or
services in an effective way. This is the model which has four steps which is most
important for the business organization in order to develop the campaign for
attracting customers. The various steps of this model is discussed below;
 Attention- This is the first step where the business organization need to focus
on the strategies in order to make people aware of the products or services.
This is related to bringing the attention of customers by using the various
platforms and use of visual pictures which can help bringing the attention of
people towards the brand. In context of Enterprise cars it is identified that the
company can focus on bringing the attention of customer by giving the
advertisement with the use of visual images of the cars.
 Interest- It is very important for the business organization to develop the
interest of customers towards the brand. The interest need to be developed
by the marketing team so that the customer is able to analyses and make
interest towards (Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020)
 Desire- It is very important for the brand to build the emotional connection
with its customers. This is the stage where the organization need to build the
desire in the minds of customer so that they are ready to purchase it .
 Action- this is the stage where the organization need to practice certain
actions in order to attract customers. This can be pursued by making phone
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calls, advertisement which will help the company in pertaining the different
actions in order to build the customers attention towards the brand.
Campaign objectives
it is very essential for the business organization to defined its
goals and objectives in order to attain them in an effective and efficient manner. The
various objectives of the company are:
 To increase sales of the company by 15 percent.
 To increase the brand value by serving the best services
to its customers.
Measurement of success
it is very important for the business rental to measure the success by
attaining the various activities in an effective and effacement manner. The
success can be measured through looking quantitatively at the overarching trends of the
business. There are specific data points. Business rentals firstly have to set their goals
according to the developments then implement their plans Lastly when they requires to make
comparison between goals identifies and goals achieved, any variation in the two requires a
completion.(Opresnik, M.O., 2018)
Campaign plan
It has been identified that the campaign plan for the business rentals
the plan is been made in order to target the right customers and make people aware of the
business rentals so that they can accomplish the various various services which has been
provided by the business organization. it is very important for the organization to analyses the
various marketing tools which can help in attracting customer.
Communication 1: Facebook
This is the tool which can be used by the business
organization in order to attract customers. The Facebook is considers as the one of the most
attracting strategy where the company can focus on developing the post through which large
number of customers can be targeted. It has been identified that with the help of the post the
company can make aware of the rental cars serveries which is available by the company.
Communication 2: Instagram
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This is considers as the most useful platform for attracting the
customers. It has been identified that Instagram is most used by the people and this has the
influencing power. It is very essential for the company to use such platforms. The company
can target the audience by making the post over Instagram and also can make use of the
influences which can help in attracting customers. (Ray Chaudhury, S., 2021\)
Communication 3: Twitter
this is another social media platform which can be considered
in order to communicate of the products or Sevres to its customers. There are millions of
users over the Twitter which can help the company to increase its market share. This can be
used where the business rental can tweet of the services it is launching and about the various
schemes and offers.
Communication 4: YouTube
The you tube is most convenient platform for the
business organization in order to communicate about the products or services for its
customers. This is the platform which can be used where the business rentals can
communicate by making the video over the internet and you tube channel of the
company. This will help in attracting customers. Also the serveries which has been
provided where the company can provide the video of different cars which can been
provided on the rent to its customers. (Rachmadi, T. and Kom, S., 2020)
Communication 5: Website
this is most important for the company in order to
build its website to attract customers. The website can contain every detail of the
company. The website of the company should be designed in such a way that its
looks attractive and also has the various options of online booking for the people in
order to avail the services of the business organization.(Kortam, W. and Mahrous,
A.A., 2020)
Reflection on Campaign
it has been analyses that from the above various social media
platforms the comp[any can make the marketing campaign in order to attract customers. I
have identified that the use of the social media platform is very essential for the business
rentals where it can increase its market share. It is very essential for the company to analyses
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the various platforms which is suitable and giving the benefit to the company and targeting
the large number of customers. The campaign which has been taken into consideration is
making people aware of the products and services of business rentals. This is most effective
and efficient in order to increase sales for the company. The marketing communication plats
major role for the company in order to achieve growth and success. The various social media
platforms such as Instagram, twitter, YouTube are very important which can help in
attracting customers. I have identified that the visual pictures and post over the social media
will help in making people build their interest towards the brand and its services. It is very
important for the company to adopt to the various promotion techniques which can help the
company. This is the campaign which aimed at targeting the customers and increasing its
sales and revenue. It is very important for the marketing manager to adopt and identify the
various sources through which communication can take place in order to attract customers.
Conclusion
From the above report it has been concluded that the marketing communication is
very important for the growths success of the business organization. It is very
important for the company to use various social media platforms in order to
communicate of the products or services. The communication plats a major role
where the different channels need to be adopted. The company need to adopt to the
various communication strategies in order to attract customers.
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References
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.
Mogaji, E., Soetan, T.O. and Kieu, T.A., 2020. The implications of artificial
intelligence on the digital marketing of financial services to vulnerable
customers. Australasian Marketing Journal, pp.j-ausmj.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to
Develop a Digital Marketing Plan. In International Conference on Social
Computing and Social Media (pp. 333-341). Springer, Cham.
Ray Chaudhury, S., 2021. Encouraging undergraduate students to ‘self-learn’digital
marketing using infographics: An exploratory study. Innovations in Education
and Teaching International, 58(2), pp.207-218.
Rachmadi, T. and Kom, S., 2020. The Power of Digital Marketing (Vol. 1). Tiga
Ebook.
Болдырева, Т.В., 2018. Digital marketing как инструмент конкурентного
преимущества компании будущего. Наука и общество, (2), pp.4-9.
Kortam, W. and Mahrous, A.A., 2020. Digital Marketing and University's Brand
Association. Available at SSRN 3710559
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