Marketing Portfolio: Dyson Campaign Analysis - BMP4004 Assessment

This portfolio provides a comprehensive analysis of Dyson's marketing campaign, focusing on its objectives, strategies, and measurement of success. The campaign aims to increase brand awareness and drive sales through various channels. The report details Dyson's use of Facebook, Instagram, Twitter, YouTube, and its website to engage with consumers and promote its products, such as vacuum cleaners, air purifiers, and hair dryers. Each communication channel is examined in terms of its role in the overall marketing strategy, including the use of targeted advertising and organic posts. The portfolio also reflects on the importance of Search Engine Optimization (SEO) and Social Media Marketing in enhancing the reach and engagement of potential customers. The document concludes by emphasizing the need for a well-defined online presence and a content marketing strategy to succeed in the competitive online market. Desklib provides similar solved assignments for students.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
Contents
Introduction 1
Campaign objectives p
Measurement of success p
Campaign plan p

Communication 1: Facebook p
Communication 2: Instagram p
Communication 3: Twitter p
Communication 4: YouTube p
Communication 5: Website p
Reflection on Campaign p
Conclusion p
References p
Introduction
Marketing is refers to the actions of a company to manage the buying and
selling of a goods and services. It includes advertising,selling and delivering
goods to users or other businesses. It helps In making network with the
consumers and other marketers (Malhan, 2021). It helps in spreading awareness in
the market segment where the company is selling goods and services. This is
helpful in understanding the needs and wants of the buyers in order to make them a

loyal consumer of the company. In this report considering the company Dyson, it is
Singaporean multinational company it was founded in 1991 by James Dyson. It
deals with households equipment that are vacuum cleaner, air purifier, hair dryers
and many others. This report will explain the objective of the drive and different
stages of promoting the business (JAINH61, 2021).
Campaign objectives
The ultimate objective of the marketing campaign is to get the perfect leads or
sell more gadgets in the market. The drive is organized with the aim of being in
the eyes of the users and attracts more and more customers. The objective
must be smart and clear for every one. The Dyson company is organizing the
drive in order to spread an awareness in marketplace and get more new
consumers and expand the business in global areas. Every business want to
work at worldwide level as well as they want their brand to be more popular. It
determines the brand mission in order to attain the goals successfully. The plans
are line up with the company goals and objectives. It also helps in analyzing the
rivals and there capacity to give competition to the Dyson brand. It helps in
increasing brand awareness and introduce the products and brand image with the
great innovative ways.
Measurement of success
after completing the campaign or promotional drive it is time to measure the
performance and outcomes. This includes some tactics that are listed in below :-
1. profitability - this is measured on the basis of income statement that is
being maintained by the accountant in order to manage the accounts activity
the cash inflows ans outflows. The consider company Dyson uses this tactic
to measure its actions and success in the organization.
2. Number of customers - this also can measure on the basis of amount of the
followers and as well the users and amount of new consumers and leads
that business got In upcoming years. This is an effective manner to
measure the activity and users in the business (Rukh, and et.al., 2021).
3. Customer satisfaction - every business is required to manage the needs and
wants of the consumers so that they can be a good and loyal customer of
the brand, this is the duty of the business to organize some events and offers
for the buyers so that they can refer their experience to the other ones.

4. level of learning and knowledge - this can also measure with in the business
and as well as it will be the important for the company to evaluate the
performance of the employees in order to develop their skills ans operation
that directly hit the actions of the employees (Gilal, and et.al., 2021)(Guan,
and Li, 2021).
Campaign plan
it is plan to attain an objective basically of a large scale over an extended
duration of time. It basically coordinates many activities and utilize of resources
including multiple organizations. A campaign plan could also have subordinate
objectives or intermediate and is often broken down by levels. It is planned with
the goals of making business more effective and impressive. The major aim of
creating campaign plan is to increase the sales scale and increment in consumer
base of the business. The company Dyson, uses this make an systematic plan
for spreading awareness in the marketplace or else the business is require
essentially to make a proper strategy and structure that outline the plan.
Communication 1: Facebook
It is a platform that offers a varied kinds of highly targeted paid
advertising and organic posts, permitting brands to keep their goods and
services in the front of the mass audience. Since last few years it has shifted
towards the prominent social media on the networking sites into one of the
biggest market place. It offer various channels to promote the company products
and services in the market place. It cover the wide range of the people as well as
it reaches the huge level of the users in the market and make the brand known to
them. This connects people through the brand and communicate through helps
of responses on comment box. It is not only a particular isolated system. Dyson
can combine it with other marketing channels like email marketing, mobile
marketing , search engine marketing and Facebook messenger advertising to
improve advertising that will gain the brand presence (Sampson, and Parikka,
2021_). An its products like portable hair dryers and more others (Czinkota, and
et.al., 2021).

Communication 2: Instagram
it is kind of marketing of social media which includes promoting a brand on
this application. This social media platform assist company in connecting with an
enormous awareness and boom sales. It is perfect network to connect audience
as it facilitates managing the relationship with users and business. People enjoy
being connected with the brands through networks of consumers. Instagram
selling works admiration for trade name consciousness. 83% of users shrive that this
societal web assist them detect new channel or company. Improved yet, masses
demonstration more reliance in the trade name conferred on Instagram. It is one of
the best channel for users involvement with the brand goods. Basically a photo
on Instagram gets more attention them post in comparison of Facebook.
Instagram lets concern form the about of their level. It offers a husky primed of tools
that permit mortal to store correct from Instagram. Among them are links in
Instagram Stories, buying tags, publicity, and more. The company as Dyson, uses
this social marketing in order to make an enterprise brand more increased and
effective in the market place . It increases the brand value and trade name.
Instagram offers its users two types of accounts: personal and business. The latter
gives you a lot more benefits and opportunities. For instance, company can track the
performance in existent time, learn more about the followers' activity, add information
about company, and more. Other point to see is visual consistency. The image on
Instagram profile must make an feeling of integrity. institution can attain this by
exercise unsure Instagram separate or predetermined. It presents Shout
composition usage its ownership kind for Instagram and make consistency with
ocular.
Communication 3: Twitter
it is powerful social networking tool and search engine in which I can difficulty
find the latest details about virtually any topic. This includes updates from the
organization and business. It is a twitter strategy is a plan marked around
creating publishing and distributing content for the purchaser, audience and
followers through the social media platform. The objective of this kinds of
schemes is to attracts new followers and leads, boost conversions, improve brand
recognition and increase sales. Twitter Lists are big if person want to follow only
particular relation. It may separate your lists into intangible such as involvement

thought, challenger, and mark assemblage so able to casual revaluation their
position, act, and content. All the business concerns to operate in the twitter chat
must be able to view all responses, inquiry and remark respect the contented of
prime by findings the unique hashtag as well as sharing their own
comments and thoughts the adding the hashtags to the posts. Dyson uses this
great way to reach the audience. This will make the tweets easily
discovered by 1000 of group, assisting the person addition the attraction and
pursuing. All users have quality to act and prosecute with twitter ads the related
mode they will with becoming contented (Carmona, and Torres-Toukoumidis,
2021).
Communication 4: YouTube
this is the strategy that includes creating videos and uploading them on
this social sites to promote a brand or a goods and add more exposure. It assist
companies in boosting traffic, increase their users base, and reach to the new
buyers. YouTube is also a famous educational platform. Companies can achieve
greater exposure, which expands their customer base. By making detailed tutorials,
live streams, guides, and lessons, brands can rank higher on Google. Running ads is
another reason companies use the online video sharing platform since it helps
brands reach a wider audience and obtain new customers. Moreover, it’s much
cheaper than paid advertising on Facebook and Instagram. The platform can
serve as one of the most effectual marketing channels. Using in contents and
making tutorials, commentary and reach out new buyers. Brands can pay and
play their advertising videos before playing the videos of the users all the clients are
Communication 5: Website
it is a kind of promotional strategy that makes the brand special in the
marketplace. it promoting a business website in order to carry in more visitors. These
visitors must be people who are likely to acquisition the concern services or
products. More visitors means more chance to try to convince possible customers to
purchase. Every enterprise that wants to come through online inevitably to have a
clearly characterized internet site marketing scheme. This is no longer elective but a
‘must-have’ for businesses who want to last in the highly competitive online market.

Make sure that it provides users with everything they need to know about company
and products. Make use of ocular elements to get the attending of an individual.
Institution that manage to have an current contented marketing campaign, have
more chances of succeeding online than institution that publish content on occasion
without a program. Dyson uses this platform in order to attain the goals and
objective as well attract the new consumers (BHATTI, and et.al., 2021).
Reflection on Campaign
Search Engine Optimisation:
This tool of advertising of digital marketing assist in enhancing the reach of the
possible consumers on the specific internet site and web pages. Apart from this, this is the
method of bettering a person's or the company's internet site in order to enhance its reach
of this potential audience at the time when consumers apt for specific offerings which is
linked to their business in several search engine platforms such are Bing, Google, Yahoo and
many more. In case of the company Dyson its importance is mentioned below briefly:
 Management of the company can target natural as well as organic audience reach
rather than direct or any paid traffic. This also focuses to improve the ranking of
their internet site in web pages of the various search engines as it will lead to the
increase in the traffic on the website of the company.
 This can support the respective firm in getting an edge over their competitors.
Simply, if Dyson and its competitors sell the similar goods and out of both, Dyson
utilizes this tool on their internet site and its rival does not use it to their web site,
then the website rank of the Dyson's page will be much more above than of its rival.
Social Media Marketing:
This is the method of marketing of the offered services or products with the help of social
media tool. As, this is one of the suitable method of marketing as it provides company a way
in order to retain and engage more consumers as well as targeting new ones. In relation to
the Dyson, importance of this tool is described below briefly:
 This assist in marketing of the goods to the more people at once in very low cost.

 This assist in increasing the brand consciousness with the possible consumers of the
company. If the firm offers desired content on their blogs, audio, visual content
linked to the goods which they are selling and an individual is looking for the similar
goods, then social media will assist in promoting the organization's brand name that
will make the brand become more recognized.
Email Marketing:
This means to the method of mailing several commercial data of the company or the
product to the consumers in the bulk quantities as well as these emails can be like
promotional, informal or related to something in particular for the customers. This is one of
the extremely effectual digital marketing tool. In case of the Dyson, this tool of digital
marketing is important as it is mentioned below:
 For the firm it is very much cost effectual as it does not need any type of media,
printing or marketing fee.
 As email are utilized by several people and consumers, so this is one of the most
convenient way for the company in order to market goods and services to the
several consumers at once (ALSAHLIY, and HUSIN, 2021).
Content marketing:
This is the method to attain and gain more potential consumers by making as well as
spreading the valuable, genuine and consistent content in accordance to draw the attention
of the consumers. Podcasts, Ebooks, Memes, videos, newsletters, applications and many
more are the part of the content marketing. Additionally, content which is utilized in this
technique should be different and attractive in order to make the company Dyson to engage
their consumers that will lead to attaining more traffic to the several platforms. In context to
the Dyson use and importance of this tool is mentioned below:
 Appropriate content assist in attaining the certain customer base. So, management
of the Dyson posting content need to be attractive as well as picky as it states about
who to tempt towards the blogs in accordance to their offered services and
products.

How effective you believe the integrated digital marketing tools are:
 Building a Brand name: If Dyson is capable to provide what they are planning to
their consumers as it jas an essential role ion constructing the brand image of the
company. It will assist in gaining the trust of the end users to construct brawny and
appropriate bonds with the customers. Additionally, brand awareness is of the most
strongest component of the prosperous digital marketing program. Dyson's happy
and satisfied consumers will specifically share their optimistic ideas experiences with
other people, that will open new market area of the firm.
 Cost-effective: A key role in tools of digital marketing plans do not need major
investment and they have the capabilities to attain the broad targeted reach at low
price. Additionally, these tool assist the Dyson with better as well as cost effectual
channels of marketing that communicate more appropriately (Ali, and Anwar, 2021).
Wider reach and geographical expansion: Scaling of the business to the new
suitable area with utilizing the marketing techniques is time taking work. So using
several appropriate tools of digital marketing, a person can conveniently scale their
business to new places without having barrier. Digital marketing tools can be attain
and in no time, it is more flexible and Dyson can target their potential targeted
audience.
Conclusion
it Is concluded from above report that the marketing is the important factors that
makes it more effective and makes a new consumer base in the marketplace. As
per discuss in above report that the marketing and its promotional strategy have the
major aim of making capital and expanding business in international market that is
basic reason of using varied platform for promoting business organization in the
market place.
References
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between Personality Trait and Perceived Risk: A Conceptual Framework. Journal of
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BHATTI, Q.A., and et.al., 2021. role of employee Empowerment. Journal of Contemporary
Issues in Business and Government| Vol, 27(4), p.112.
Carmona, M.A.S. and Torres-Toukoumidis, A., 2021. Analysis of digital marketing strategies
for artists during the pandemic. Academy of Marketing studies Journal, 25(3), pp.1-
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Czinkota, M.R., and et.al., 2021 Marketing Management: Past, Present and Future. Springer
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(Sampson, and Parikka, 2021_)Villi, 2021)