Digital Marketing Campaign: Contemporary Issues in Marketing-Dyson

This report analyzes Dyson's digital marketing campaign, "Let us take care of your hair," designed to promote their hair dryer range. The campaign's objectives included increasing sales by 20% and profit margins by 40% within two months. Success was measured through website visits, conversion rates, and impressions across various digital channels. The campaign utilized the AIDA model (Attention, Interest, Desire, Action) and employed platforms such as Facebook, Instagram, Twitter, YouTube, and Dyson's own website to engage target customers. Each platform was strategically used to capture attention, generate interest, create desire, and drive action. The reflection on the campaign highlights the importance of digital marketing tools in reaching a larger audience, competing with competitors, targeting ideal customers, and achieving a strong return on investment. The report concludes that digital marketing is essential for connecting with customers, enhancing brand presence, and driving business growth.

CONTEMPORARY ISSUES
IN MARKETING

Table of Contents
INTRODUCTION....................................................................................................................3
Campaign objectives..............................................................................................................3
Measurement of success.........................................................................................................3
Campaign plan.......................................................................................................................4
Communication- Facebook....................................................................................................5
Communication- Instagram....................................................................................................5
Communication- Twitter........................................................................................................5
Communication- YouTube.....................................................................................................5
Communication- Website.......................................................................................................6
Reflection on campaign..........................................................................................................6
CONCLUSION.........................................................................................................................8
REFERENCES.......................................................................................................................10

INTRODUCTION
Marketing is the process of getting potential customers through promoting the
products and services. Digital marketing involves variety of online mediums which can be
used by an organization to promote their product range (Higgins and et.al, 2018). Digital
marketing communication tools are the channels which can be used by an organization to
share their message and such channels also help business in connecting with target audience.
This paper will reflect a digital communication plan which will be used by Dyson to promote
their products and services through which they can attract greater number of customers.
Campaign objectives
Dyson will be promoting their hair dryer range through their new digital marketing
campaign- “Let us take care of your hair”.
The objectives of this campaign will be-
 Through this campaign, Dyson will focus on increasing their sales by 20% within 2
months.
 Dyson will promote their hair dryer range by which they can connect with greater
number of customers. With this campaign, the company wants to increase their profit
margin by 40% in 2 months.
Measurement of success
The success of “Let us take care of your hair” campaign will be evaluated by using
different approaches these approaches are-
 Website visit- This is the measurement approach where Dyson will evaluate how
their advertisement has driven interest of audience and converted such interest to visit
brands website (Ways to measure DM success, 2021). The company will evaluate the
number of customers visited their website after their campaign and advertisement
products for their hair dryer range.
 Conversion rate- Dyson can use Google analytics through which they can measure
the number of conversions of leads made on their website. This measurements
approach will be helpful in measuring the success of their hair dryer campaign where
they can evaluate the leads which has been converted and how this campaign has
supported in generating sales and profits for the company.

 Impression- By evaluating the number of impressions which has been made by
Dyson on their audience through different digital marketing channels will be helpful
in evaluating success of digital marketing campaign organised by the brand (Digital
marketing metrics for measuring success, 2021). The success of the campaign
organized by Dyson will be evaluated by calculating the number of exposures to the
advertisement which has been done by the brand through different digital marketing
channels.
Campaign plan
Dyson will promote the benefits which can be availed by using Dyson hair dryers
through which customers can be attracted with their “Let us take care of your hair” campaign.
Source: Created by self
Dyson will be using different digital marketing tools which will help the rand in
promoting their campaign through different platforms. Some of the digital marketing tools/
platforms, which will be used by Dyson for their hair dryer campaign are- Facebook,
Instagram, YouTube, Twitter and own website (Masanja, 2019). In this campaign, AIDA
model will be used for ensuring effective marketing communication strategies are followed.
By using AIDA model, Dyson will focus on attention, interest, desire and action. Dyson will
apply this framework through which they can get attention of targeted customers for their
“Let us take care of your hair” campaign where they will be promoting their diverse hair
dryer range.
“Let us take
care of your
hair”
~Dyson

Source: The AIDA model, 2021
Communication- Facebook
Dyson will be promoting their hair dryer range through Facebook where they will
create videos and promote through ad posting for their campaign. Facebook will be the
medium through which they can gather attention of their users and targeted audience. Dyson
will post the advertisement and creative content where they will put attractive photos and
videos of their hair dryer range which can bring advantage to all type of hair (O’Cass and
Wetzels, 2018). The company will promote their range through advertising on Facebook
which will be helpful in meeting the desire of millions of audiences.
Communication- Instagram
Dyson will share information of their hair dryer range and attractive benefits through
Instagram where the company will advertise through photos of their different types of dryers
which can be suitable for different types of hair. Through Instagram, Dyson will define the
benefits of their hair dryer range through which the brand can gain various benefits. Dyson
will use Instagram to increase awareness of their hair dryer range which will also be used to
drive interest and desire of audience.
Communication- Twitter
Dyson will post images of their hair dryer and will target customers through celebrity
endorsement where they will be promoting the variety of Dyson hair dryers. Twitter will be
used for posting images and creative blogs where their advantages will be highlighted (Rishi
and Bandyopadhyay, 2018). Twitter will be the mediums through which Dyson will focus on
driving the interest of targeted audience which will help the brand in meeting desired
organizational campaign objectives.

Communication- YouTube
Dyson will use YouTube through which the brand will introduce digital advertisement
videos through which they can attract customers. The advertisement promoted through
YouTube will support Dyson in attracting customer attention and interest towards the brand
and their range of hair dryers. This medium will be helpful in meeting the desire of customers
through offering them variety of products.
Communication- Website
The website of the company will be used for action stage of AIDA model. Dyson will
use their website for sharing product related brief information and pictures and will allow
their customer to place order which refers to taking action for selecting the product they want
to purchase (Grasser, Loufrani-Fedida and Oiry, 2021). Dyson will share all information of
their products and will share a 360-degree view of their hair dryer range through which they
can enhance transparency which will build customer interest and will instigate customers to
take action and buy their products through which campaign objectives of generating higher
sales and maximizing business profit margin can be achieved.
Reflection on campaign
Digital marketing is also known as online marketing where internet or other forms of
digital communication mediums are used through which an organization can promote their
products and services. There are variety of digital marketing tools, such as- content
marketing, website design, Search Engine Optimization (SEO), Social Media Marketing
(SMM), email marketing, advertisements and others. In case of the above campaign, the
selected brand Dyson organized a digital marketing campaign which will help the brand in
promoting their variety of hair dryer range.
Dyson will be promoting their hair dryer range by sharing attractive photos, creative
content and brief information of their hair dryers through which range of customer attention
can be gathered. The different marketing tools which will be used by Dyson for promoting
their products range, these tools used for promotions were- Facebook, Instagram, YouTube,
Twitter and their own website. The company also followed AIDA model throughout while
using different marketing tools which assisted the brand in converting higher leads into sale
of their products.
With the help of Facebook, Dyson posted their photos and videos and advertisement
which supported them in promoting their hair dryer range through their campaign, such

digital marketing tool supported Dyson in creating awareness among customers and building
their interest towards the brand and in the range of products.
With the help of Instagram, this digital marketing tool assisted Dyson in posting
creative conte through which they can engage and retain their customers. This tool supported
in attracting customers attention which can drive their interest in the range of products
promoted through the campaign.
With the help of Twitter, Dyson was able to share brief information related to their
hair dryer range which supported the company in sharing engaging content which can catch
eye of targeted audience. This digital marketing tool offered a platform which supported
Dyson in attracting customers and increasing their interest through attractive marketing
advertisements. Such tools supported Dyson in promoting their hair dryer range at larger
geographical are which offered opportunity for higher sales and profitability.
With the help of YouTube, Dyson managed to promote their hair dryer range and
their campaigns in the form of advertisements which can create awareness for the rand and
assist in driving customers interest towards their diverse product range. YouTube
advertisement supported Dyson in connecting with customers at larger glance as this was the
most common and popularly used medium across audience. Therefore, this digital marketing
tool supported Duson in attracting customers, generating leads and higher convers which led
to incline in profitability of business.
With the help of Website, Dyson was able to bring transparency which assisted in
enhancing awareness of their initiatives, their campaign and their product range. This digital
marketing tool was helpful for Dyson as actions of customers were performed through such
platform where they can get brief information about the product and take action in terms of
placing an order of from their hair dryer range.
Importance
Digital marketing is the mediums which supports companies in connecting with
customers and in enhancing their effectiveness in the industry. Digital marketing is important
for any organization as this can support companies in various approaches. In case of Dyson,
the importance of digital marketing for the company for their hair dryer campaign has been
addressed below:

 To reach larger audience- Digital marketing tools were helpful for Dyson for
connecting with audience at larger geographical area. Digital marketing tools
supported Dyson in organizing a successful campaign where the company made use
of different channels through which Dyson was able to engage their target audience.
Digital marketing tools offs a platform which can support business in creating a string
online presence and such image can support in targeting greater number of audiences.
 To compete with competitors- In order to compete with customers, an organization
must make use of digital marketing channels which can be helpful in maintaining the
competitive position by developing and positing such engaging content which can
catch attention of users. Digital marketing tools offers platforms which helps business
in sharing their products and promoting their range. This supported Dyson in
advertising their unique range of products and their benefits through organizing
campaign which can be helpful inn building a string hold in the industry.
 To target ideal audience- Digital marketing tools offer platforms which can use used
to target ideal audience. In case of Dyson, the brand used various channels which
supported the company in targeting the ideal audience for their campaign through
which brand can generate their audience into leads which can result into incline in
profitability of Dyson.
 To gain attractive return on investments (ROI)- Digital marketing tools offer
platforms and mediums which can help an organization to promote their product
range. in case of Dyson, the company promoted their hair dryer range through social
media and digital marketing tools which helped them in attracting customers and
generating higher revenues. The use of such platforms in modern era assisted the
brand in higher sales of their product range through promoting and increasing their
awareness related to the brand and their diverse product range. This further resulted in
higher profitability and higher returns on the investment made from organizing a
campaign by using digital marketing tools.
CONCLUSION
From this paper, it can be concluded that digital marketing is use of online platform
where internet-based channels are used to drive customer interest by promoting the products
and services an organization can offer. It can be stated that digital marketing campaigns has
been the medium for connecting with audience at greater geographical area where the
company can promote their offerings to greater number of audience and offer their services to

larger extent. Such factors have driven various benefits and opportunities for an organization
where they can focus on their business growth and profitability. Therefore, different
communication channels are essential for companies as this can help in enhancing online
presence of brand and channels, such as- Instagram, Facebook, YouTube and many others
supports in driving customer interest and attention towards the brand.

REFERENCES
Books and journals
Grasser, B., Loufrani-Fedida, S. and Oiry, E. eds., 2021. Managing Competences: Research,
Practice, and Contemporary Issues. Taylor & Francis.
Higgins, J. P and et.al., 2018. Energy drinks: A contemporary issues paper. Current sports
medicine reports. 17(2). pp.65-72.
Masanja, N. M. ed., 2019. Contemporary Issues in Business. NMM PRINTERS.
O’Cass, A. and Wetzels, M., 2018. Contemporary issues and critical challenges on innovation
in services. Journal of Product Innovation Management. 35(5). pp.674-681.
Rishi, B. and Bandyopadhyay, S. eds., 2018. Contemporary issues in social media marketing.
Routledge.
Online
Ways to measure DM success, 2021 [Online]. Available through
<https://www.mainstreetroi.com/9-ways-to-measure-digital-marketing-success/>
Digital marketing metrics for measuring success, 2021 [Online]. Available through
<https://freshsparks.com/digital-marketing-success/>
Image source
The AIDA model, 2021 [Online]. Available through <https://www.smartinsights.com/traffic-
building-strategy/offer-and-message-development/aida-model/ >