BMP4004 Digital Marketing Portfolio: Toblerone Chocolate Campaign

This digital marketing portfolio analyzes a promotional campaign for Toblerone chocolate, covering various digital platforms and strategies. It starts with an introduction to marketing and the Toblerone brand, outlining campaign objectives like increasing sales and brand awareness. The portfolio details a campaign plan using communication channels such as Facebook, Twitter, printed posters, briefing events, and webpages, along with justifications for each. It incorporates the AIDA model (Awareness, Interest, Desire, Action) to explain the consumer decision-making process. A reflection section discusses the importance of digital marketing, particularly Facebook, and its advantages like high ROI and global reach. The portfolio concludes with a summary of the key findings, emphasizing the role of digital marketing in promoting products and achieving marketing goals. It also includes references and a table of contents for easy navigation.

Digital Marketing Portfolio

Table of Contents
Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
Campaign title:.................................................................................................................................1
Campaign Objectives:..................................................................................................................1
Campaign measure of success:....................................................................................................1
Campaign plan:................................................................................................................................2
Reflection on Promotional campaign:.........................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing is defined as the process of planning and execution of conception which deals
with product, pricing, place and distribution of goods from one place to another (Armstrong and
et.al., 2018). In other words, it is defined as the process of satisfying the needs and wants of
consumers in the market. this report is based on Toblerone chocolate is a renowned brand in
American company that deal with wide range of chocolates. This report covers various digital
platforms like social media and so on in order to persuade customers to buy the product. This
report also comprises of importance of digital marketing in contemporary marketing with the
help of examples. It also includes various marketing objectives and AIDA model and various
promotional campaigns to attract users.
Campaign title:
Campaign Objectives:
 To increase the sales by 20% within eighteen months in order to increase market share.
 To increase the profit by 5% within two year as it helps in gaining positive reputation
across the globe.
 To expand its operations internationally within three years in order to increase sale of
products or services.
 To enhance excellent internal communication within 3 months so as to avoid confusion
and conflict among them.
 To build brand awareness within 6 months through various promotional campaigns.
Campaign measure of success:
 Increasing sales help to measure the success of a firm and also provide vast growth
opportunities to a firm.
 To complete the task on an appropriate period of time also ensure proper success of a
firm and help in accomplishment of marketing objectives.
 Reducing the cost of production aids in increasing the profits of a firm and thus ensure
success of an organisation.
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 Proper planning and coordination also help in taking proper decisions and fulfilment of
task as it reduces overlapping of activities.
 Return on investment is taken into an account so as to measure the effectiveness of
marketing campaigns.
Campaign plan:
Communication 1
In today’s modern era, Facebook plays an important role to ensure large number of clients from
different parts of the world and also help in creating promotion of goods or services (Decarolis
and Rovigatti, 2017). By adding attractive images and getting more likes and comments with
addition of creative statement get the reader to buy the product. The most important thing is that
Facebook is regarded as a cost efficient marketing strategy and it also provide customer support
and also help in raising the brand awareness of a firm which ensure incremental of sale of a
business like Toblerone across the globe.
Communication 2
Twitter is regarded as the great way to reach a large number of audiences in a direct manner and
also it accelerates the conversations globally by sharing the content of regarding a product or
service. The main goal is to get attention of giant number of followers and audience with the help
of social media platform (Ristevska-Jovanovska, 2017). One of the biggest advantages is that it
can be used as a tool of search engine and provide vast information about the company. It also
provides assistance to expand the reach and render an excellent customer support and services by
using various tactics and strategies in order to provide maximum customer satisfaction.
Communication 3
There are various benefits of digital advertising campaign which is undeniable. Another method
is printed poster that attract new eyes and also it can be displayed anywhere from shopping malls
to community centres as it is a less costly and its visibility attract new customers. Printed poster
is greater than brochures and also provide visual impression to look towards the potential
customers (Domazet and Neogradi, 2019). The continuous exposure helps to create a lasting
impression in the minds of clients and persuade them to buy the product. The management of
Toblerone use poster in order to provide an information regarding the product to the large group
of individuals and ensure that it choose high traffic display area.
Communication 4
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Another example of digital communication is briefing event that also help in creating the brand
awareness of a product within the market. this method is regarded as the most effective channel
as it render positive views about the company , brand, or product or service. The most effective
way is to use teaser videos so as to create a sense of excitement among the users. As this help the
respective firm to generate more sale and it also provide proper planning and coordination for
achievement of a task in a respective time period.
Communication 5
In order to attract new users, another method is to make use of web page for advertisement of
good or service within the market. this method is considered as a repetitive nature it provides the
details about the number of times that the customer visit to a site and also it provides a great
source of information regarding the product or services. For example, the SEO of Toblerone use
this method so as to create brand awareness and positive reputation across the globe.
The AIDA model stands for awareness, interest, desire and action that customer reaches
through these steps to purchase a product in the market. In other words, this model provide an
explanation regarding the choices of products by accomplishing number of task in an efficient
manner (Sanders, 2017). One of the best appropriate channels can be opted as Facebook as most
of the people in today’s era are using social media platforms to create the promotional campaigns
of goods or services within the market. This method is regarded as the most efficient marketing
strategy which help the company in contributing the sale of a product and thus increase the
profitability.
Reflection on Promotional campaign:
Digital marketing plays an important role as it takes fiction of seconds to reach large
number of audience and also it is booming with a great speed in a coming year. There are various
social media platforms such as Facebook, twitter, webpages and so on that provide an easy way
to communicate to a large number of individuals and it allow small businesses to compete within
the market. Among the various social media platforms, I would like to consider Facebook as a
best channel of communication because it is a most popular method for promotional campaign as
giant number of users are access to it. While advertising, the people are targeted on the basis of
their buying behaviour, education level, profession, challenge and many more. One of the
greatest advantages is that it provides vast growth opportunities in future and help in
accomplishment of task by ensuring success of a firm.
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Another benefit provided by digital marketing is that it helps in establishing brand awareness
across the globe so as to gain maximum customers. The best thing that I considered about digital
marketing is that it provides higher return on investment as compared other traditional methods.
Digital marketing ensures incremental of revenue stream and is also helpful for gaining positive
reputation in different parts of the country (Hughes and et.al., 2016). No doubt, there is fast
expansion of smartphones, mobile marketing is regarded as the contemporary way to grow
business in a new heights as it provide future growth prospects to a business. According to the
viewpoint, the business in which company carry out its operation is regarded as dynamic. Both
B2B and B2C could use various digital platforms and latest technological advancement to meet
the future requirements of a firm and also ensure a great success in their respective fields. Digital
marketing could provide assistance in promoting the business and also it is cost efficient for
promoting various types of products in an around the globe. This type of platforms provides a
wide scope to every business whether small or big and also help in grabbing best use of
opportunities in order to increase the profitability of business enterprise. One of the best benefits
of digital marketing is that it renders 24/7 services to their customers to make them feel delighted
and valued. For example, it allows the businesses like Toblerone chocolate that provide larger
expansion to promote their product online sites and also their feedback provide the reaction of
consumers. It also provides a means to boost the competitive advantage by conducting a proper
market research and it is access at a faster rate with the help of digital communication.
Various strategies are prepared by the company to draw the attention of large number of
users within the market through Instagram, Google+, Facebook and so on. It is vital to reach out
consumers with the help of two way communication process and using marketing campaigns
especially to their target customer and word of mouth marketing. Proper planning and
coordination play an effective role in managing the enterprises as it avoids duplication of
activities and effective communication strategy is considered as an appropriate method to avoid
misunderstanding and confusion in the minds of consumers (Johnsen, 2017). Social media
platform also help in creating brand awareness and ensure credibility within the market. Digital
marketing also provide segmentation to their users that means it allows targeting on the basis of
age groups and also provide the measure to meet the sales and profitability of a business
enterprise.
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The AIDA model describes the different stages when the buyer decides to purchase a
product from the market (Kingsnorth, 2019). It consists of five components that are given as
below:
Attention: this component provides greater attention to the potential user so that they are
aware of the brand. For example: if you want to decorate your house so you can look on for an
inspiration on a social media site to search for various ideas.
Interest: In this, user is more interested to purchase a product so they try to find out more
information regarding the merchandise. For example: Disney could apply the effective marketing
strategy to boost the interest of users by announcing that stars will going to perform on the tours.
Desire: Now the user is showing desire to acquire a product from you rather than to
purchase from its competitors. For example: the consumers get desire that how likely it is going
to become as it stars are going to perform in Disney.
Action: In this component, customer is ready to purchase the product. For example:
Finally, they decide to reach the destination that is Disney to see the performances.
This is one of the tactics used by the marketers to reach the large group of audience in
order to promote their product through social media platforms.
One of the effective strategies to establish promotional campaign in social media
platform is to make a smart goal that is defined by specific, measurable, attainable, relevant and
time bound that provide proper guidance to our actions and also deliver an effective result. It is
very essential to understand our target audience, their taste and preferences so as to gain a
popular exposure with the help of polls, surveys, questionnaires and so on (Mejia-Trejo and
et.al., 2016). Next step is to evaluate the competitors and their strategies and finally spend time
to interact with audience as this help in collecting information about the market trends. This
method helps to choose an effective promotional strategy so as to gain maximum exposure of
users around the world. This is considered as most appropriate method as it saves time and cost
of the company as compared to traditional method.
CONCLUSION
From the above furnished information, it can be concluded that digital marketing plays an
important role to promote the products through various promotional campaigns so as to grab
large number of users around the world. Company use various social media platforms such as
Facebook, Instagram, Twitter and many more as these are considered as the popular way and
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cost efficient method to advertise the product. Also, innovation and digital platform is
considering a huge platform and hub for economic development of the country. This ensure
future growth opportunities and ensure greater success and thus increase the profitability of the
business enterprise.
REFERENCES
Books and Journals
Armstrong, G.M., and et.al., 2018. Marketing: an introduction. Pearson UK.
Decarolis, F. and Rovigatti, G., 2017. Online auctions and digital marketing agencies. Available
at SSRN 3049359.
Domazet, I.S. and Neogradi, S., 2019. Digital Marketing and Service Industry: Digital Marketing
in the Banking Industry. In Managing Diversity, Innovation, and Infrastructure in Digital
Business (pp. 20-40). IGI Global.
Hughes, A. and et.al., 2016. A content and visual analysis of promotional pieces used in a
communication campaign for the Arkansas [commodity] promotion Board. Journal of
Applied Communications. 100(2). pp.10-28.
Johnsen, M., 2017. The future of Artificial Intelligence in Digital Marketing: The next big
technological break. Maria Johnsen.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Mejia-Trejo, J., and et.al., 2016. Innovation and digital marketing in Guadalajara,
Mexico. Mexico (August 22, 2016).
Ristevska-Jovanovska, S., 2017. GUERRILLA MARKETING AS AN UNCONVENTIONAL
MARKETING ACTIVITY. Research in Physical Education, Sport & Health, 6(1).
Sanders, G.S.S.B.F., 2017. BFSDoA hosts annual graphic design portfolio show April 14.
Webb, R., 2016. Agency: Starting a Creative Firm in the Age of Digital Marketing. Springer.
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