BMP4004 Contemporary Issues in Marketing: Digital Marketing Report

This report details a digital marketing communications campaign, focusing on Enterprise Cars, a UK-based car rental club. The campaign utilizes the AIDA model across various digital platforms like Facebook, Instagram, Twitter, YouTube, and the company website. Each platform's role in attracting attention, generating interest, creating desire, and prompting action is analyzed. The report also reflects on the importance of digital marketing tools, including their global reach, cost-effectiveness, targeted reach, and diverse content options. The objective is to increase sales and revenue, with success measured through profitability, customer base growth, and employee satisfaction. The campaign plan emphasizes clear objectives, target market analysis, and strategic marketing methods to achieve a 20% profit increase within the financial year. Ultimately, the report concludes that effective marketing strategies are vital for business growth and revenue generation.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
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Contents
Introduction 3
Campaign objectives 3
Measurement of success 3
Campaign plan 4
AIDA Model 4
Communication 1: Facebook 4
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 9
References 10
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Introduction
Marketing is the strategy used by companies to promote buying and selling
the products and services (Chan, 2020). Marketing includes the promotional
activities like advertising, selling and delivering their good or services to customers.
Companies are using different media that used to communicate with large target
customers. Digital marketing is example or marketing communication which includes
the promotion of brand to connect consumers using social platforms, internet and
other forms of digital communication method (Deepak and Jeyakumar, 2019). It
includes E-mails, web site based marketing and multimedia channels. This report is
based on Enterprise Cars is United Kingdom based car rental club operating since
2000 with headquarters in Leeds, UK. This report contains the various tools used in
digital marketing and have detailed reflection on importance and application of digital
marketing tools.
Campaign objectives
This campaign objectives refers to the ultimate goal of marketing in company.
Enterprise car has objective of more sales and generate higher revenues compared
to last years ratio (Hanson and Kalyanam, 2020). Enterprise cars should analyse
their objectives through the strategy of SMART objectives. Objectives should be
specific, measurable, achievable, realistic and should be achieved on time.
Enterprise cars have main objective to achieve more profit from the last year that is
20 % within the current financial year.
Measurement of success
Success of company can be measured through the fulfillment of their desired goals
and objectives in market (Harb and Et. AL., 2019). Companies position and their
sales graph also represents the growth of particular company. Enterprise car in order
to find the methods to measure success of their business. They can follow various
way to measure success of company is explained below -
Profitability – This factor is important and help business to find out their
growth measures. Enterprise car can compare the profitability ration or amount of
two years and get the successful ratio.
Customers base – Company can also find the success figure through the
customers. Success of business reflects the growth of their customers base.
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Enterprise car company can also find their success measures through the customers
base and their satisfaction level.
Employee Satisfaction – This is also a true method to identify the success of
company (Kartajaya, Setiawan and Kotler, 2021). Enterprise car have more satisfied
employees and this represents the success of company. Employees in Enterprise
car are more productive and works beyond their role help company become more
successful.
Campaign plan
Enterprise car has goal of achieving more revenue in comparison with last years
profit (Kennedy and Santos, 2019). Company should follow proper plan for marketing
their campaign which includes the details about the companies objective and their
desire, mission and value proposition. Plan should contain clear visions, mission of
Enterprise car company. Then it follows the target market of customers according to
their need and preferences. After that Enterprise car company should analyse the
marketing strategies and methods used for promoting their product in market and it
also contains budget on marketing. All these factors in plan will guide company to
achieve their objectives in competitive market.
AIDA Model
AIDA model is used to identifies the different stages that customer goes
through during purchasing of any product or services. . Enterprise car has used this
model in an efficient way. It also justifies the steps include in this method are as
follows -
Communication 1: Facebook
Attention – This first step of AIDA model contains the strategies to attract and
gain the attention of more customers (Parsons and Lepkowska-White, 2018).
Enterprise car company can adopt strategies of word of mouth or aware customers
through digital presentation of product.
Interest – After attracting the attention of customers, companies works on
increasing the level of interest among customers. Enterprise car used Facebook to
gain the interest of customers and make them aware about the uniqueness of
product.
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Desire – After increasing their interest level in customers, companies seeks to
generate more desirableness of product among its customers. Facebook uses the
feature of story to try and aware about the product online.
Action – This step includes the final action of customer to purchase the
product of company. Facebook provides the many features like messenger and tag
feature allows Enterprise car to make marketing strategies more useful.
Communication 2: Instagram
Attention – Instagram is one of the famous social media application which is
being used by a large number of people. Enterprise car can use this application for
their digital marketing. It has many features for example like, tag or make reels for
their marketing strategies.
Interest - This step includes the highlights of the product and it should be on
the point to customers need. Through the use of like and share options Enterprise
car can market their special features of products.
Desire – customers get their desire to purchase specific product of Enterprise
car through the affection of reels and post uploaded in the Instagram page.
Action – Instagram also have commercial pages and do so Enterprise car
have which help customers to take direct actions regarding any queries or
purchasing that specific product.
Communication 3: Twitter
Attention – Enterprise car can also use Twitter application for digital
marketing purpose (Pashootanizadeh and Khalilian, 2018). They can also use
personalized messages and ads to customers which help them to make awareness
among customers.
Interest – Twitter will help in promoting the services offered by Enterprise car
through commenting on Twitter post or by sharing them.
Desire – Sharing their post and tweets related to the goods of Enterprise cars
will create desire in customers about their products.
Action – Twitter will help Enterprise car to promote growth of sales through
influencing the people using social accounts.
Communication 4: YouTube
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Attention - Enterprise car should make the first impression good enough to
make it effective. YouTube provides stage to company to explain their goods and
services in more effective way with use of audio visual videos.
Interest – YouTube provides many features that are unique and special.
Enterprise cars can use this application to market their strategies in more effective
way. It also catches the interest of customers who are using this platform.
Desire – Enterprise car can upload their short videos and detailed information
about their cars and service on there official blogs.
Action – Customers who are interested and had influence to purchase
specific product of Enterprise car can contact them directly through their account.
Communication 5: Website
Attention – Websites are more common method used in marketing
(Robertson, 2018). Enterprise car can promote their services, detail about cars and
their customers services, information regarding orders and offers all are available on
this platform.
Interest - Enterprise car should chose wise use of punch lines or tag lines to
increase their interest and make them purchase or use goods and services of
company.
Desire – Enterprise car makes his website in more efficient way that attracts
the attention of customers and make them purchase their services.
Action – Websites are more of online store available to customers and
provide them services. This will lead customers to purchase or buy services provided
by Enterprise car company.
Reflection on Campaign
Marketing campaign is an strategy which has main objective to promote
specific aim on behalf of companies to provide information regarding products and
services (Rossiter, Percy and Bergkvist, 2018). These campaigns are planned in
order to attract the attention of customers through various methods like advertising,
social media and E-mail marketing. Companies have many ways to market their
products and services to customers for example mails, brochers, paid promotions or
can hire the professional agencies to advertise. Campaigns should have more focus
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on building the brand image of company in the eyes of customers which can be
beneficial for company in long term approach. There are many tools available which
can be used in marketing campaign of company includes different techniques,
strategies and software to promote product in large customer base. Enterprise car is
business entity which offers the service related to the cars and provide cars on rent
for short period of time. Enterprise car can also adopt different strategies to promote
their services and to attract customers in large area.
Digital advertisement has its own importance and help Enterprise car to
attract the attention of customers and to promote sales growth. This strategy can
help Enterprise car company to reach customers available at global level and build
strong reputation in international market. Digital marketing is important as it allows
Enterprise car to grow more successfully in market and increases the ratio of profit
earn. Digital marketing is major tool which can be used in attracting the large
audience and promote their products at higher level. Reflection on the marketing
campaign of Enterprise car company to achieve their objective of making more sales
and generate high revenues through the awareness of customers. Some importance
of digital marketing tools has been explained below -
 Global Reach – Digital marketing has improved the promotional strategies
which provides company to reach the customers at large level. Digital
marketing contains the internet and can create huge impact on consumers
which uses the social media on regular basis. Enterprise car can also adopt
this digital advertisement which help them in reaching the customers at
international level and contains less expenses.
 Easy to Learn – Digital marketing provides opportunities to learn new
methods and help in learning new concepts of marketing. Enterprise Car
company can learn new areas of marketing which can be beneficial in
maintain the position of company in competitive market. Enterprise car gets
more complex while performing the function of marketing and achieving their
goals.
 Cost Effectiveness – Digital marketing provides large platform for promoting
business at local or internationally in market. Social marketing allows
companies with more benefit of global marketing and it is also a cost effective
strategy in marketing. Enterprise car company would also get benefit of low
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cost marketing strategy and it also allows to compete with international
companies.
 Effective Target – This strategy shows the clear image of target customers.
Digital marketing has huge target audience which can be filtered and can be
utilize according to the campaign's objective or aim. Enterprise Car can also
adopt this strategy in order to proper utilize the data for the benefit of
company.
 Content Types – Digital marketing has various content that are beneficial for
the company. It has wide range of content from which company can chose a
relevant type to build strong base for the campaign. Enterprise Car company
can chose multiple types of content for example blogs, podcasts, visual
contents, webinars, E books and E mailers. Through these contents
Enterprise car can prepare their base of campaign for the purpose of
marketing online.
 Multiple Strategies – Digital marketing contains various strategies which can
help business organisation to plan their marketing approach effectively in
market. Enterprise car should always analyse the results and chances of
further improvement in marketing strategies. Enterprise car can have multiple
strategies like SEO based content creation, video marketing, re marketing and
forum engagement.
All these above evaluation of different tactics of digital marketing would help
Enterprise car company in establishing their effective marketing strategies. All the
illustration help Enterprise Car to expand their business through marketing
strategies. All these strategies help business to grow internationally and generate
more revenues.
Conclusion
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From the above report, it has been concluded that marketing strategies plays
vital role in every business organization. Marketing function helps in promoting the
sales of goods and services of company. In this report, Enterprise car company
determines the various strategies used in marketing and how these strategies help in
growth of company. Enterprise car company analyse the objective for marketing
strategy and how to implement them effectively in market with the use of different
tools and techniques in business. This report also evaluates the AIDA model based
on various social media platforms used for the purpose of marketing such as
Facebook, Instagram, Twitter, YouTube and Websites. At last it has detailed
reflection on the importance of digital marketing along with their suggestions and
improvement for Enterprise Car company.
References
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Chan, F.F.Y., 2020. The effectiveness of integrating Facebook in marketing
communications learning and teaching. Journal of Interactive Learning
Research, 31(3). pp.219-237.
Deepak, R.K.A. and Jeyakumar, S., 2019. Marketing management. Educreation
Publishing.
Hanson, W.A. and Kalyanam, K., 2020. Internet marketing and e-commerce.
(Student ed.). Thomson/South-Western.
Harb and Et. AL., 2019. Social media as a marketing tool for events. Journal of
Hospitality and Tourism Technology.
Kartajaya, H., Setiawan, I. and Kotler, P., 2021. Marketing 5.0: Technology for
humanity. John Wiley & Sons.
Kennedy, A.M. and Santos, N., 2019. Social fairness and social marketing: An
integrative justice approach to creating an ethical framework for social
marketers. Journal of Social Marketing.
Parsons, A.L. and Lepkowska-White, E., 2018. Social media marketing
management: A conceptual framework. Journal of Internet
Commerce, 17(2). pp.81-95.
Pashootanizadeh, M. and Khalilian, S., 2018. Application of the AIDA model:
Measuring the effectiveness of television programs in encouraging
teenagers to use public libraries. Information and Learning Science.
Robertson, M., 2018. Instagram Marketing: How to Grow Your Instagram Page And
Gain Millions of Followers Quickly With Step-by-Step Social Media Marketing
Strategies.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications:
Objectives, strategy, tactics. Sage.
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