BMP4004: Digital Communication Strategies & AIDA Model for Dyson

This report provides an analysis of digital communication strategies, focusing on Dyson as a case study. It explores various digital communication examples such as social media posts, blog articles, email marketing, and search engine optimization. The report outlines a digital communication plan involving identifying business goals, understanding the target audience, determining suitable tactics, and measuring effectiveness. The AIDA model (Attention, Interest, Desire, Action) is explained in the context of Dyson's marketing efforts, particularly for its hair dryer product. The report highlights the importance and applications of digital marketing tools and concludes that social media platforms are highly effective for Dyson in communicating with customers and promoting brand awareness. The study shows how a business can use digital communication to achieve its marketing goals.

BMP4004

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Give the various example of digital communication .................................................................3
Digital communication of plan ...................................................................................................4
Explain the AIDA model ...........................................................................................................5
Importance and applications of digital marketing tools .............................................................5
Explain how effective the digital communication can be for the business organisation ...........6
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The concept of marketing is defined as the process of identifying the customers needs and
wants and then focusing of producing the products or service according to it. The marketing is
the wider concept of the business organisation where it need to focus on the different strategies
which can help the business enterprises to promote its products or services. The digital marketing
plays the vital role in today's world. As the world is adopting to the new technologies the
company need to focus on the strategies which are more used by the customer in order t attract
them. The company taken into consideration for is report is Dyson which is the British
technology company. It was established in the United Kingdom in 1991 by James Dyson. It deals
in various products such as household appliances which are vacuum cleaners, purifiers, hand
dryers etc. the company also deals in the hair dryers, heaters etc. (sKannan, 2017). this report
will include various topic such as the various examples of the digital communication, digital
communication plan, use of the AIDA model , importance and application of digital marketing
tools and at last how these tool can be an effective for the business organisation.
TASK
Give the various example of digital communication
The digital communication defines as the concept of the involvement of the business
organisation into the online communication of the products or services to its customers. The
digital communication involves the use of the technology which is been adopted by the business
enterprise in order to make aware people about the product or service. There are various example
of the digital communication which is discussed below:
 Mock up web pages- This is related to the high fidelity simulation of how the website of
the business organisation will look. This is the another way in which the company focus
on attracting the customers by the design of the website. This si the way of
communication in which the organisation says everything with its structure of the website
to its customers. (Chaffey, and Ellis-Chadwick,, 2019).
 \Social media posts- This is the another type of the digital communication which in the
current trend for the business organisation. The social media haves great influence on the
customers. This involves the use of the various platforms such as Instagram, Twitter,

Facebook. In this type of communication the business enterprise focus on posting the
content with the visual pictures of the product which can attract customers.
 Blog articles- This is the another digital communication where the business organisation
focus on creating the blog articles related to the product or service to communicate to its
customers. This is the most common digital communication which is used by the
company in order to attract customers(Hu, 2020).
 Email marketing- This is the another form of the digital communication whee the
business organisation focus on the communication by sending the email message of the
product or service to the group of people. This is the type of communication where the
company focus on targeting the large group of people at one time.
 Search engine optimization- This is the another digital communication tool where the
businesses focus on getter the higher rank of the pages of the website. This means that the
business use the goggle tool min order to keep the website on the top which is easily
visible tp its customers.
Digital communication of plan
The digital communication plan includes the various steps which involves the various elements
which need to be focus while marketing the products or services through the use of the latest
technology. The various steps are discussed below:
 Identifying business goals- This is the first step in the digital communication where the
business organisation need to identify the clear goals which need to be achieved. The
Dyson need to focus on the awareness of the brand to the customers which is the most
important aspect for company. (Hall, 2020).
 Gain insight to the target audience- This is the next step which is important for the
business organisation. The Dyson need to be aware that which channel which be the most
suitable for the company in order to attract customers. The company need to know that
the use of the digital platform should be used by the customers.
 Determining the best suited tactics- this is the step which includes the focus of the
company on the best suitable tactics for the promotion of the product.. the Dyson need to
concentrate of the various social media platforms which can impact in the sales of the
business organisation. The company can use the various platforms such as the Instagram

which is the most useful platform where the company can tie up with the influencers in
order to make aware about the product.
 Measurement- This is the last step where the business organisation need to measure
whether the digital communication used is working in order tyo achieving the goals of the
organisation. This includes the various tool which can help in measuring the used
strategies such as key performance indicator, bench marking etc.
Explain the AIDA model
This is the model which can be used in order to know the use of the digital communion
and its various aspect. This is the model which includes the various steps which is explained
below:
 Attention- This is the first step which includes the attention of the customer through the
digital communication campaign. It is been suggested that the use of the social media can
be the bes suitable for the Dyson in order t gain the attention of the customer. (Lubenov,
2019)
 Interest- This is the second step where the business organisation need to focus on
increasing the interest of the customers in the product or service4s. In context of the
Dyson. it is essential for the company to make the interest level high of the consumers by
use of the social media platforms.
 Desire- This is the next step where after the interest of the consumer is generated then the
marketer should focus on the desires of the consumer. In context of the Dyson as it is
focusing on the hair dryer which is the essential part of the life of the consumer. The
company can focus on generating the desire of the product in the minds of the customer.
 Action- Here the main goal of the marketer to drive the people to purchase the product
of the company. This is the last step where the company can focus on targeting and
achieving the goals of the organisation. (Jain,, Ahuja, and Medury., 2018)
Importance and applications of digital marketing tools
The digital marketing is an important aspect for the business organisation because it helps
the business to connect with its customers. This is the tool which can be used via online. This
helps in connecting with the customers through the digital technology and it is important because
this creates the value of the brand. As in the today's world the people are dependent of the social

media and it has become the important for the organisation to use the digital communication to
make people aware about the products or services. The digital communication helps the
organisation in the brand awareness of the product or services . This is an important for the
Dyson to use the digital communication in order to attract the large audiences.
Explain how effective the digital communication can be for the business organisation
It is been analysed that the use of the social media platforms is the most effective digital
communication for the Dyson in order to communicate about the hair dryer product of the
company. This is been the most effective tool because as the social media is the platform which
is used by the most of the people. This is considered that the people spend their time by surfing
internet in their leisure time. This is an effective because the social media is the most influencing
platform for the customers and it changes the mind of the customer within the second. The social
media which includes the use of the Instagram is the most effective where the Dyson can focus
on the creative content which will help the organisation in attracting the wide range of
customers. (Sharma, and et.al., 2020.).
CONCLUSION
From the above report it is concluded that the digital communication is the most
important aspect for the business organisation. There are various types of digital communication
such as email marketing, social medial, blogging, mock up web pages etc. this can help the
organisation in making the brand awareness of the product or services to the valuable customers.
The digital communication plan which is been identified in order to make aware of the hair dryer
to the customers through the social media campaign. It is been identified that the social media is
the best suitable for the Dyson in order to attract the wide range of customers.

REFERENCES
Books and Journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing: strategy, implementation &
practice. Pearson uk.
Hall, S., 2020. B2B digital marketing strategy: how to use new frameworks and models to
achieve growth. Kogan Page Publishers.
Hu, L., 2020. International Digital Marketing in China: Regional Characteristics and Global
Challenges. Springer Nature.
Jain, N., Ahuja, V. and Medury, Y., 2018. Digital marketing optimization. In Digital Marketing
and Consumer Engagement: Concepts, Methodologies, Tools, and Applications (pp. 559-
567). IGI Global.
Lubenov, L., 2019. Digital marketing transformations.
Sharma, M., and et.al., 2020. Digital Marketing and Analysis Techniques: Transforming
Internet Usage. In New Age Analytics (pp. 1-21). Apple Academic Press.
sKannan, P.K., 2017. Digital marketing: A framework, review and research agenda.
International Journal of Research in Marketing, 34(1), pp.22-45.