Digital Marketing Portfolio: AIDA Model & Communication Plan Analysis

This document presents a digital marketing portfolio focusing on the application of the AIDA model (Attention, Interest, Desire, Action) within a communication plan for 'Crystal Travel.' It details five digital communication channels: social media, emails, websites, blogs, and chatbots, expl...Read More

Digital Marketing
Portfolio and Reflective
Summary

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
AIDA model of marketing...........................................................................................................2
Reflective summary.....................................................................................................................3
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is a process of stimulating the demand of product and services of the
organisation in the market. It is one of most valuable and important aspect of the business
management which helps the company to deal with the competition in the market. As the level of
competition are very high in the market which negatively impacts the profit margins. Marketing
is the only way which protects the company from the negative impact of competition. Marketing
enables the organisation to convey the positive part of the product to the customers which helps
to attracts the number of customers from the market. Marketing is the only solution which helps
the organisation to operate their business at the high end as it helps to develop effective brand
image in the market. This enables the company to get higher amount from their customers. There
are number of plans and strategies are developed by the company which helps the organisation to
gain the loyalty of customers. This report is based on the development of digital communication
plan along with the utilisation of AIDA model. At last this report states reflection which
describes the personal experience of the learner.
MAIN BODY
Marketing is the essential part of the organisation which enables the management to
operate their business in effective manner. There are different types of organisations are present
which develops effective communication plan for the promotion of the product in the market.
The development of communication plan are very helpful for the management as it convey the
number of channels which can help the organisation to reach their goals and objectives. Crystal
travel is then organisation which is required to develop 5 pieces of communication plan. This
plan of the organisation are based in digital methods of the marketing and all the tools are based
on technology and internet (Ahsain, 2020). The 5 pieces of communication are, social media,
emails, websites, blogs and chatbots. All these tools which is mentioned above are the key trends
of the marketing which is used by all the organisation of the market. It is important for the
management to analyse the aspects of these tools so that it can be used in the organisation in
effective manner. The brief discussion related to these tools which helps to established effective
judgement are given below:
Social media :- It refers to those channel of the marketing communication under which
the company used number of social media platforms for the promotion of product and services. It
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is one of online media platforms under which large number of customers shares their photos and
videos. The management of Crystal travel also used this platforms because of high reach of the
customers.
E-mails :- It is related to those channel of the communication under which the company
uses the mail services for the marketing of products. The management of the company develops
attractive marketing templates and materials and share with the customers on their email
addresses. It is required by the company to get information of the customers which is one of the
most important part of channels (Bismo and Putra, 2019).
Website :- It is the personal space of the company which is present online and uses by the
company to share the information about the company with the customers. The websites of the
company are also used for the promotion of product and services as the number of productive
can be listed on website of company.
Blogs :- It is related to the written documents which is present on internet and be written
by the independent person. If the management of the company provides qualitative product and
satisfy the needs of the customers then it becomes easy for those independent bloggers to write
positive blogs for the company.
Chatbots :- It refers to those services of the organisation which is used by the
management to solve the queries of the customers online. There are number of online
applications are used by the company under which the customers can raise their queries so that
all the misconceptions of the management can be minimise and promotion of the product can be
take place.
AIDA model of marketing
The AIDA model of marketing are stands for Attention, Interest, Desire and Action
which reflects the number of stages which the customer goes through at the time of purchasing
the product and services. This model is generally used by the company in digital marketing,
public relation campaigns and sales strategies. The brief discussion related to the different stages
of AIDA model are given below:
Attention
The first step which is reflected by this model of marketing is to consider the aspect that how to
attract the attention of customers towards the product and services of the organisation. The
communication channel used by the management of Crystal travel is social media which is one
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of the most popular channel of marketing. It is required for the management of company to share
the attractive pictures of their destinations and their packages so that it becomes possible for the
organisation to attract the number of customers (Glebova, 2022).
Interest
It is the second stage of the AIDA model which is started after the completion of attention
because it is required for the organisation to grab the attention of customer to increase their
interest in the products of company. It is important for the management of Crystal travel to
develop effective and attractive travel packages which helps to increase the level of customer
interest.
Desire
In this stage of the AIDA model, the management of the company try to make the product as
desire of the customers after increasing their interest level. It is important for the management of
the Crystal travel to focuses on making the travel packages affordable for the customers so that it
becomes the desire of them.
Action
The ultimate goal is to drive the receiver of the marketing campaign to initiate action and
purchase the product or service. It is the final stage under which the customers finally purchase
the travel packages of Crystal travels.
Reflective summary
Reflection refers to the ones system of the gaining knowledge of which may be utilized
by the person to mirror their private enjoy in terms of quantity of aspects. Reflective gaining
knowledge of is one of the vital and treasured factor of the gaining knowledge
of which presents specialise path to the gaining knowledge of and development. This factor of
the gaining knowledge of facilitates the person to benefit the information from the studies of
others. One of the maximum vital and treasured gain of the reflective gaining knowledge of is
that the errors made through the person might not be repeated through the
alternative events which makes use of their enjoy to behaviour the specific approach.
Digital marketing refers to the promotion of product ans services with the help of digital
communication channel by the organisation. Digital marketing is one of the most biggest trends
of the market which enables all the companies to conduct the advertisement of their product on
different types of online medium. There are many reasons are present for the success of digital
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marketing but the high reach of the customers is one of the most important factor which attract
the number of customers towards the concept. There are number of communication channels are
present in digital marketing such as such as social media, E-mail, chatbots and many more.
Social media are the channels under which the customers are present in number of platforms.
The management of company used different types of marketing framework to run on these
platforms so that large number of customers can be attracted. In my point of view or the analyses
which I conducted in the market provides justification that there are number of opportunities are
present in the concept of digital marketing if the management of the company can be used them
in effective manner. The importance of digital marketing are very high for the organisation
which helps to develop considerable judgement about the concept. There are number of point
which I have analyses from the market and the brief discussion related to the same are given
below:
One of the biggest importance of the digital marketing in business which I consider to be
factual is that it enables the organisation to deal with the competition in the marketing.
According to analyses which I have conducted in the market reflects that the number of
companies operating in the same industry are very high which enables the creation of cut throat
competition in the market. The level of competition enables the price war which negatively
impacts the profit margins of the organisation. Digital marketing is one of those concept of the
market which enables the customers to focus on the product of the company and increases the
demand of the organisation. As it is important for the management of the organisation to analyse
their competitors and their strategies so that it becomes possible for them to operate their
business in effective and valuable manner. It is also important for me to analyse the concept of
strategic management which helps me to becomes effective manager and also enables me to
solve number of business problems so that it becomes possible for me to understand the concept
of strategic management in effective and valuable manner.
The another importance of the digital marketing which I found to be essential is that it helps to
increase the sale of product and services of the company. The concept of digital marketing refers
to those concept which directly target the needs and desire of the customers due to their attractive
contents and the tools. The things which I have capture from this concept of the marketing is that
the management of the company is required to conduct effective analyses of the needs and desire
of the customers which helps them to make innovation in their current product range. If the
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management of the organisation has make considerable changes and innovation in their product
according to the needs of the customers then it becomes positive for them to increase the sale of
the company. It is my personal opinion to the businesses to use number of theories and
frameworks and also new and advance technology which helps to improve the aspect of
innovation in the organisation. For each business, being cost-powerful is one of
the maximum essential priorities. Unlike conventional advertising, virtual advertising is cost-
powerful. Besides, small groups feel virtual advertising importance. You can also target a
broader target market by developing multiple marketing strategies to cater to specific consumer
groups simultaneously. Running a digital marketing campaign utilises a significantly lesser
budget while giving a higher ROI.
CONCLUSION
It is concluded from this report that the concept of digital marketing is one of the most
updated trend of the market which helps the organisation to operate their business in effective
manner. This report concludes the 5 pieces of communication channel along with effective
application of AIDA model. This report also concludes reflective summary which help to
established effective judgement.
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REFERENCES
Books and Journals:
Ahsain, S., 2020, October. Data mining and machine learning techniques applied to digital
marketing domain needs. In The Proceedings of the Third International Conference on
Smart City Applications (pp. 730-740). Springer, Cham.
Bismo, A. and Putra, S., 2019, August. Application of Digital Marketing (social media and email
marketing) and its Impact on Customer Engagement in Purchase Intention: a case study
at PT. Soltius Indonesia. In 2019 International Conference on Information Management
and Technology (ICIMTech) (Vol. 1, pp. 109-114). IEEE.
Glebova, E., 2022. Sport tourism digital marketing. In Encyclopedia of tourism management and
marketing. Edward Elgar Publishing.
Jorge, F., Teixeira, M.S. and Gonçalves, R., 2020, April. The Influence of Digital Marketing
Tools Perceived Usefulness in a Rural Region Destination Image. In World Conference
on Information Systems and Technologies (pp. 557-569). Springer, Cham.
Konks, V.Y., Krasnov, E.V. and Sumarokova, E.V., 2021. Digital Marketing and Sales
Technologies: Dealership Marketing Management. In Socio-economic Systems:
Paradigms for the Future (pp. 451-463). Springer, Cham.
Kumar, P. and Singh, G., 2020. Using social media and digital marketing tools and techniques
for developing brand equity with connected consumers. In Handbook of research on
innovations in technology and marketing for the connected consumer (pp. 336-355). IGI
Global.
Leung, K.H. and Mo, D.Y., 2019, December. A fuzzy-AHP approach for strategic evaluation and
selection of digital marketing tools. In 2019 IEEE International Conference on
Industrial Engineering and Engineering Management (IEEM) (pp. 1422-1426). IEEE.
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.
Sharma, A., Sharma, S. and Chaudhary, M., 2020. Are small travel agencies ready for digital
marketing? Views of travel agency managers. Tourism Management, 79, p.104078.
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Susanti, E., 2020. Pelatihan digital marketing dalam upaya pengembangan usaha berbasis
teknologi pada UMKM di Desa Sayang Kecamatan Jatinangor. Sawala: Jurnal
pengabdian Masyarakat Pembangunan Sosial, Desa dan Masyarakat, 1(2), pp.36-50.
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