BSc Business Management: Enterprise Digital Marketing Campaign

This report provides an analysis of a digital marketing campaign designed for Enterprise Rent-A-Car, focusing on enhancing sales, brand value, and market share. It utilizes the AIDA model to understand customer behavior across various digital platforms such as Facebook, Instagram, Twitter, YouTube, and the company website. The campaign objectives include increasing sales, strengthening brand presence, and expanding market share by 10%. Success is measured through profitability, customer base growth, and benchmarking against set standards. The reflection on the campaign highlights the importance of online strategies and the use of digital tools for customer engagement, drawing comparisons with other large organizations like Marks & Spencer and Tesco. The report concludes that digital marketing is an effective tool for conducting campaigns and analyzing customer buying patterns, ultimately aiming to improve Enterprise Rent-A-Car's market performance.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
Submitted by:
Name:
ID:
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Contents
Introduction 3
AIDA Model 3
Campaign objectives 3
Measurement of success 4
Campaign plan 4
Communication 1: Facebook 4
Communication 2: Instagram 5
Communication 3: Twitter 5
Communication 4: YouTube 5
Communication 5: Website 6
Reflection on Campaign 6
Conclusion 8
References 9
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Introduction
The marketing is a medium which is being used by organizations for the
purpose of making its products and services make sales among the customers
(Eagle, 2019). This is a promotional strategy which influence customers for making
purchase. As per current marketing trend the offline marketing is being shifted to
online marketing which is termed as digital marketing. This type of marketing is being
performed with the help of digital tools which required internet connectivity. This
report is based upon the organisation named Enterprise Rent- A- Car which
facilitates to the customers who want to avail vehicles on rent. The organisation is
serving across the world but first stated its business in UK, having headquarter in
Leeds. The report is based upon the marketing campaign which is being conducted
with the help of digital tools.
AIDA Model
The customer behaviours and buying pattern analysed by customer at the
time of purchasing goods or services is possible with the help of AIDA model
(Hempfling, 2020). The AIDA model includes four stages which is necessary to
evaluate customer purchasing pattern.
 Attention – Attention is the first stages when organisations shows its
involvement in direction to make customer aware about the products or
services offered by them.
 Interest – After reaching at stage of interest the involvement of customer
towards the product enhances. They feels connected towards the product and
starts researching about it in order to collect information.
 Desire – The customers make up its mind for making purchase of goods and
services thus this is how they desires to avail goods or services.
 Action – The goods or services from which the customer feel satisfied and
wants to consume it for it they takes actions for availing it.
Campaign objectives
The objective is defined as the goals which an organisation wants to attain.
The campaign objectives in context to Enterprise Rent- A- Car are mentioned below
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 The purpose behind conducting marketing campaign is to make enhancement
in the sales ratio of company as compare to previous year.
 The other objective of company is to make the brand value of company more
powerful in order to lead the whole market.
 The company also aims to increase its market share by 10%.
Measurement of success
The company can not evaluate either they are getting any profit or not by
conducting marketing campaign (Jung and Jeong, 2020). Thus, they make use of
certain tools though which they are capable to measuring success of organisation.
The success measuring tools used by Enterprise Rent- A- Car are mentioned below
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 Profitability – By checking the previous profit data of Enterprise Rent- A- Car,
they can make comparison of it and this is how by increase in profit success
will be measured.
 Customers base – By increase in customer base of Enterprise Rent- A- Car
they will be able to evaluate that how effective the campaign was which
influenced customer for making purchase.
 Benchmarking – The Enterprise Rent- A- Car have set the benchmark form
that they will evaluate who much changes have being taken place by them.
The standard used by organisation will help in evaluating actual success.
Campaign plan
The organisation Enterprise Rent- A- Car have set the clear mission, vision
and objectives of campaign (Kang, 2018). As the use of digital tools are increasing
rapidly this is why the Enterprise Rent- A- Car have decided to make use of
marketing campaign. The company wants to explains its unique selling proposition
effectively among large customer base so that they will be aware about the services
they are offering. For this they have prepared a separated budget for promoting
services. Enterprise Rent- A- Car found digital tools more cheaper for promotional
purpose as compare to offline channels this is why they make decision for
conducting campaign online.
Communication 1: Facebook
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 Attention – The Facebook provides option for opening business page so
Enterprise Rent- A- Car owns its own page for attracting customers (Mensah
and Amenuvor, 2022).
 Interest – The customer who want to avail more information will make follow
the business page and keeps themselves updated.
 Desire – The customer will read out the reviews and prepare themselves for
consuming services of Enterprise Rent- A- Car.
 Action – The last stage is action where they will try of connect Enterprise
Rent- A- Car by directly messaging them.
Communication 2: Instagram
 Attention – The Instagram have a separate place of the persons who want to
make its products or services get promoted. This is why Enterprise Rent- A-
Car make use of those features to seek attention of customers.
 Interest - The Enterprise Rent- A- Car take help of influencer to make
promotion of its services and this is how the customers get to know more
about it.
 Desire – The customer who desire for availing services of Enterprise Rent- A-
Car will connect its existing customers.
 Action – With the help of message feature the customer will connect
Enterprise Rent- A- Car.
Communication 3: Twitter
 Attention – The creating posts make by Enterprise Rent- A- Car helps
organisation in attracting potential customers.
 Interest – The customer will make a deep study of the content provided by
Enterprise Rent- A- Car over Twitter posts.
 Desire – The customer wishing to make purchase will connect with few
customers and take advise form them.
 Action – Enterprise Rent- A- Car will get start getting enquires when
customers will show interest.
Communication 4: YouTube
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 Attention - To make explanation about the product or services organisation
tries to make use of YouTube videos, which are self sufficient to explain each
and every feature of Enterprise Rent- A- Car (Xu and Zhou, 2020).
 Interest – The customer who wants to collect information will go through the
whole video of Enterprise Rent- A- Car and creates interest.
 Desire – The desiring customer will personally connect with possible
customers for evaluating the benefit they get from the services offered by
Enterprise Rent- A- Car.
 Action – The action strategy is the one under which the customer will show
interest and make consumption of services of Enterprise Rent- A- Car.
Communication 5: Website
 Attention – The website is the most effective source of providing whole
information about Enterprise Rent- A- Car. For this they have make its own
websites.
 Interest – The Enterprise Rent- A- Car is being involved in proving attractive
punchlines and tagines which helps customer in recognising them easily.
 Desire – The services of Enterprise Rent- A- Car will be availed by the
customer who is fully satisfied and found its consumption process easy.
 Action – The customers want to make sure that Enterprise Rent- A- Car are
capable of availing services in both offline and online manner for their
websites.
Reflection on Campaign
As a marketing manager it is my responsibility to ensure that the marketing
campaign conducted by Enterprise Rent- A- Car should be successful. The
campaign was conducted for fulfilling the certain objectives which are crucial for
making an organisation successful. At the time of preparing this marketing campaign
with the help of my team I decided the objectives of campaign and what are the
strategies that could be taken by organisation in order to attain those objectives.
Further, the mode is being selected that the campaigns will be conducted offline or
online or both. By preparing a proper research report it was being evaluated that now
a day online campaigns have more conversion rate. With this, it was also analysed
that budget required of conducting online campaign is less. Thus, we formulated
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strategies for conducting online campaign with the help of social media tools. A large
number customers are being present at the online level this is why it is a effective
source of creating campaigns. The campaign is able to fulfilling its set objectives or
not for this purpose some tools are being used which helps in measuring it. Further,
the customer buying pattern was evaluated to understand the perception and
demand of customers. The customers who are ready to make purchase and the
actions which are being taken by them towards the services provided by Enterprise
Rent- A- Car are monitored so that the most demanding products can be identified
(Muslimin, 2020).
The use of digital tools are not only popular among the organisations for
conducting campaigns. The large organisation make use of this for increasing
customer engagement. The pop- up notifications are the one which is use to attract
attention of customers. The large organisation which is serving across the world
such as Marks & Spencer have its own websites and are engage in making effective
use of digital tools. They keeps on sending pop- up notifications to its customers to
increase customer engagement (Ramadanty and Safitri, 2019). With this, they are
able to understand the perception of customers. The most demand product among
the customers are being repeated showed to them over different social media
platforms through advertisement.
Tesco is also the large organisation of UK, which is also services different
nations. They are able to provide easy services to its customers with the help of
digital tools. The social media platforms helps them in increasing their customer
base as more number of customers are able to get to know about the products
offered by them. The organisation is even able to measure the level of frequency
which helps in understand till how much customer the information is being reached.
Further, it is being considered that organisations are able to seek attention of
large customers by making use of social media platforms which is also cost saving
platform.
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Conclusion
From the above report it can be concluded that, digital marketing is the most
effective tool which can be used by organisation for conducing an campaign. The
platforms which are being used by Enterprise Rent- A- Car are YouTube, Facebook,
Instagram, Website or Twitter. There is model named AIDA model which is bieng
used by organisation for the purpose of conducting analysis about the customer
buying pattern. The actions of customers can be measured with the help of AIDA
model.
References
Eagle, W., 2019. YouTube marketing for dummies. John Wiley & Sons.
Hempfling, A., 2020. Adobe Advertising Campaign Capstone.
Jung, S.H. and Jeong, Y.J., 2020. Twitter data analytical methodology development
for prediction of start-up firms’ social media marketing level. Technology in
Society, 63, p.101409.
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Kang, J., 2018. Effective marketing outcomes of hotel Facebook pages: The role of
active participation and satisfaction. Journal of Hospitality and Tourism
Insights.
Mensah, K. and Amenuvor, F.E., 2022. The influence of marketing communications
strategy on consumer purchasing behaviour in the financial services industry
in an emerging economy. Journal of Financial Services Marketing, 27(3),
pp.190-205.
Muslimin, R.S., 2020. Analisis penilaian pengunjung atas kemampuan event
gegambar dalam memenuhi tahapan Attention, Interest, Desire, Action
(AIDA) pada produk Colugo Books.
Ramadanty, S. and Safitri, Y., 2019, August. Social media influencers involvement in
the digital campaign in Indonesia. In 2019 International Conference on
Information Management and Technology (ICIMTech) (Vol. 1, pp. 48-52).
IEEE.
Xu, S. and Zhou, A., 2020. Hashtag homophily in twitter network: Examining a
controversial cause-related marketing campaign. Computers in human
behavior, 102, pp.87-96.
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