BMP4004: M&S Digital Marketing Communications Campaign Portfolio

This assignment is a comprehensive portfolio detailing a digital marketing communications campaign for Marks and Spencer. It begins with an introduction highlighting the importance of marketing management and its impact on business growth and revenue generation. The main body explores the application of the AIDA model (Attention, Interest, Desire, Action) in the context of the campaign. It sets out specific campaign objectives, such as increasing sales, targeting customers, promoting environmental sustainability, and improving feedback systems. The report then outlines a detailed campaign plan, incorporating market analysis, strategic planning, implementation, and feedback mechanisms. It further details the use of various social media platforms including Facebook, Instagram, Twitter, YouTube, and a dedicated website, explaining how each platform is utilized to reach and engage with customers. A reflection section provides insights into the campaign's success and the student's learning experiences, followed by a conclusion summarizing key findings and a list of references.

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 ...............................................................................................................................3
MAIN BODY ....................................................................................................................3
AIDA Model .............................................................................................................................3
Campaign objectives .................................................................................................................3
Measurement of success.............................................................................................................4
Campaign plan............................................................................................................................4
Communication 1: Facebook..................................................................................................5
Communication 2: Instagram.................................................................................................5
Communication 3: Twitter ....................................................................................................6
Communication 4: YouTube .................................................................................................6
Communication 5: Website ..................................................................................................6
Reflection on Campaign ...........................................................................................................6
Conclusion..................................................................................................................................7
References..................................................................................................................................8
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Introduction
The marketing management is an important perspective that is related to
various approaches making business entity increase sales for an organization. The
concept helps in increasing profit and revenue generating capacity of an
organization. Also, organization through marketing is able to enhance various kinds
of operations which makes new product impact within market and helps in staying
ahead of it competitors. Scope of marketing is wider which makes product to be
circulated effectively. The selected organization for report is Marks and Spencer
which is an retail sector organization that is considered established in the year 1884.
This project will include focus on development of a marketing campaign in order to
communicate with key customers. This project will cover reflection on campaign in
order to develop precise learning and development.
MAIN BODY
AIDA Model
The AIDA model means that model which is based over hierarchy over effects
and models that makes consumer gets attracted towards organization and its
products(Kotler, 2017). The model deals with elements that makes decisions takes in
effective way. The model is effective over sequential aspects that makes stages
developed. The stages of the model which are attention, interest, desire and action.
These stages helps in making new product introduced within market making
customer base develop on large scale.
Campaign objectives
It is important for Marks and Spencer organization to develop its focus upon
objectives that makes successful campaign(Czinkota, and Shams, 2021). It is an
important objective which is related to campaign will be formulated over goals and
objectives in effective way. The objective of marketing campaign of Marks and
Spencer that has been discussed as follows:
 To increase its sales by the end of years 2023 and uplift profit by 30%
 To target customers form various countries and build physical store.
 To develop social welfare by introducing products that are causing no or less
harm to environment.
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 To prepare better feedback system in order to improve continuously.
Measurement of success
In the improvement of a marketplace marketing campaign, Marks and
Spencer have to think about key methods of measuring its fulfillment(Kotler,
Kartajaya and Setiawan, 2021). The dimension of fulfillment will assist the
organization to plot for destiny associated components for advertising plan. It leads
toward to obtain success in marketing campaign associated with advertising, it is
critical feature of a business organization to diploma success with the below stated
points:
 Success may be measured through manner of approach of thinking about
marketing and marketing system and tools.
 The fulfillment of advertising marketing campaign may be additionally checked
through Marks and Spencer the usage of the comments from customers.
 For reading and measuring success, business organization can think about
comments and hints from key employees.
Campaign plan
Marketing plan related to marketing campaign is taken into consideration as
maximum suitable manner of appearing prepared making plans primarily based
totally features with a view to achieve key dreams and goals. Marketing making
plans related to advertising and marketing marketing campaign need to be launched
with utilization and alertness of social media internet web sites at the manner to
facilitate online selling(Mogaji, 2021). The Marks and Spencer business enterprise
will think about improvement of strategic frameworks so as to devise for the
marketing campaign. The organization can even take assist and help of strategic
control with a view to dispose of hazard related to marketing campaign associated
operations. The advertising and marketing plan proposed for the marketing
campaign of Marks and Spencer is stated below:
 Analysis- The evaluation of complete market is critical for the organization
with a view to increase a expert advertising and marketing plan. Main position
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of Marks and Spencer is to increase powerful technique in coping with key
state of affairs primarily based totally approaches.
 Planning- The making plans is the secondary degree in marketing campaign
making plans which enables and assist a enterprise to boom possibilities of
fulfillment(Parsons, Maclaran and Chatzidakis, 2017). In this technique, Marks
and Spencer plans for similarly operations in step with the short evaluation of
market state of affairs.
 Implementation- This is one of the maximum essential degrees with the
advertising and marketing marketing campaign making plans. It consists of
implementation of the important thing thoughts and rules associated with the
marketing campaign.
 Feedback- The remarks is maximum essential for the enterprise to be
considered with a view to increase critical changes in advertising and
marketing plan. Marks and Spencer ought to take remarks from all personnel
to analyze, how and properly the advertising and marketing campaign took
place.
Communication 1: Facebook
Facebook is one of the most used social media platform which allows goals
and objectives achieved more effectively in relation to branding of product. The
Facebook has been used by Marks and Spencer fir selling its product and services
to customers at global level. It has made Marks and Spencer reach to its customers
in effective manner.
Communication 2: Instagram
The Instagram has been used by Marks and Spencer to endorse its product
through social media influences. This makes platforms of commercial enterprises to
sell key merchandise within global market. Marks and Spencer has used Instagram
for increasing its brand value within market(Rishi and Bandyopadhyay eds., 2018). It
has been possible through promotion of products with different aspects.
Communication 3: Twitter
In this aspect twitter has been used by organization to announce launch of
new products and display its events date. Marks and Spencer for selling goods has
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launched a campaigning which is regarding new product which is been presented by
tweeting it o Twitter allowing product to be sold effectively. Twitter has made
commercial policies in terms of performing trade activities upon it.
Communication 4: YouTube
This is one of the most effective part of online advertising. Since You Tube
hold billions of viewers which makes customer base for an organization formed in
effective manner(Scott and Vallen, 2019). As per the platform is able to provide an
organization opportunity to describe about its product with visual effect that makes
customers attracted towards products and services of an organization. Also, it allows
customers to make comparison with other organizations product.
Communication 5: Website
It is one of the most effective medium which is based over developing portal
by IT department of an organization allowing organization to sell its products. Also,
online portal allows customers to give review about products launched by an
organization which is helpful in making sales of new product increased. M&S is able
to develop better exposure for its customers by developing online delivery system
which make global network of organization strong and effective.
Reflection on Campaign
I take into account that marketing and marketing advertising marketing
campaign is the only way to promote a product inside the marketplace. In my views,
it's far important for me to advantage professional records related to marketing and
marketing. I will recognition on reading most important factors which may be
associated with the marketing and marketing advertising marketing campaign that
lets in to make bigger exceptional practices(Scott, and Vallen, 2019). The advertising
marketing campaign of Marks and Spencer went nicely as it obtained outstanding
remarks from numerous customers. The advertising marketing campaign moreover
went nicely due to the fact the response from goal marketplace modified into very
outstanding in nature. I take into account that it's far most important function of a
business corporation to make bigger key benefit in advertising marketing campaign
via the software program of facts and technology. I recognize that the digital
technology helped in advertising marketing campaign in a systematic way. I
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moreover recognize that lets in to growth the competitive approach, it is far important
for a business corporation to take assist of strategic choices.
Conclusion
From the above discussion it has been concluded that business faces lot of
issues and challenges while performing marketing operations. These operations are
effective and has been making products with services promoted on large scale.
Marketing is done with the help of various digital and social media platform making
business accomplish its goals and objectives. In this report campaign launched by
an organization has been discussed with campaign objectives and campaign plan.
Also, it various kinds of platforms has been discussed in relation to marketing.
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References
Books and Journals
Alvarez-Milán, A., Felix, R.and Hinsch, C., 2018. Strategic customer engagement
marketing: A decision making framework. Journal of Business Research, 92, pp.61-
70.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing
and integrating online marketing. Routledge.
Czinkota, M.R., and Shams, S.R., 2021. Marketing Management: Past, Present and
Future. Springer Nature.
Kotler, P., 2017. Philip Kotler: some of my adventures in marketing. Journal of
Historical Research in Marketing.
Mogaji, E., 2021. Contemporary Issues in Brand Management. In Brand
Management (pp. 241-255). Palgrave Macmillan, Cham.
Parsons, E., Maclaran, P. and Chatzidakis, A., 2017. Contemporary issues in
marketing and consumer behaviour. Routledge.
Rishi, B. and Bandyopadhyay, S. eds., 2018. Contemporary issues in social media
marketing. Routledge.
Scott, M.L. and Vallen, B., 2019. Expanding the lens of food well-being: An
examination of contemporary marketing, policy, and practice with an eye on
the future. Journal of Public Policy & Marketing, 38(2), pp.127-135.
Sethna, Z., Fakoussa, R. and Evans, G., 2019. Contemporary Global Marketing.
In Contemporary Issues in Marketing: Principles and Practice (pp. 32-73).
Sage.
Setiawan, E., Irawan, O., and Zamzany, F.R., 2021. THE UTILIZATION OF DIGITAL
MARKETING FOR MICRO, SMALL, AND MEDIUM ENTERPRISES. Journal
of Contemporary Issues in Business and Government Vol, 27(2).
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