BMP4004 Contemporary Marketing: Enterprise Digital Portfolio

This report presents a digital marketing communications campaign portfolio and reflective summary for Enterprise Rent-A-Car, focusing on contemporary issues in marketing. It outlines the application of the AIDA model to understand customer behavior and campaign objectives, including increasing brand awareness and sales. The report details a campaign plan utilizing Facebook, Instagram, Twitter, YouTube, and the Enterprise Rent-A-Car website, explaining how each platform contributes to awareness, interest, desire, and action stages. The reflection on the campaign highlights the importance of online presence, creative content, and AI-driven personalization in modern marketing. Benchmarking and social media insights are used to measure campaign success, drawing parallels with successful digital marketing strategies employed by companies like Tesco and Marks & Spencer. The report concludes that digital marketing is crucial for Enterprise Rent-A-Car to enhance sales, build brand reputation, and engage customers effectively.

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 4
Measurement of success 4
Campaign plan 4
Communication 1: Facebook 5
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 use of digital marketing is being growing rapidly the reason behind it is
promotion of social media platforms. Now a day most of the people are making
excess use of social media so this is why the organizations have make this tool for
promoting its goods and services (Peter and Dalla Vecchia, 2021). Use of digital
platforms for promotion is most cost effective strategies with this in a short period of
time large customer base could be covered. Making the products get marketing is
very crucial to create an positive image in the mind of customers. The organizations
who are involved in more promotional activities have high chances of recalling their
name in customers mind. This report is being prepared upon a organization names
Enterprise Rent- A- Car who are involved in making its services promoted with the
help of marketing campaign. They provide its vehicles on rent to customers and take
charges as per destination or vehicle sleeted by customers for rental purpose. The
report comprises of AIDA model, the objectives of organization Enterprise Rent- A-
Car for conducting marketing campaign, tools which can be use to measure success
of organization. Lastly, the platforms which are being used by organizations in order
to accomplish their campaign successful.
AIDA Model
AIDA model is being used to understand the thinking pattern of customers
when they are planning to make purchase (Kisiołek, Karyy and Нalkiv, 2021). The
model is being classified with the help of four different stages which are essential to
understand customer perception.
 Attention – The organizations displays its products or services in front of
customers and make use of different marketing strategies though which the
attention of customers could be gathered.
 Interest – By reaching at this stages customers starts showing its interest and
tries to gather information on its own. They will look after companies websites
or any other places which will help them in collecting information required for
them at the time of making purchase.
 Desire – The customer have collected the required information before
reaching this stage and also have prepared its mind to make purchase. With
this, organization is also involved continuously in influencing its potential
customers.
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 Action – The action is the final step which is being taken by customer in
direction to that they want to make purchase of any goods or services or
wants to drop idea for it.
Campaign objectives
The marketing campaign by Enterprise Rent-A-Car is being conducted for any
certain reasons (Atherton, 2019). So the following mentioned below are the
objectives why they decided to conduct that campaigns.
 The Enterprise Rent-A-Car want to make its customers aware about the new
services which are being introduced by them in their portfolio.
 To make increase in the sales of Enterprise Rent-A-Car by 25%.
 To create a good brand value by making image of Enterprise Rent-A-Car
positive in the mind of customer.
Measurement of success
The management present over Enterprise Rent-A-Car is being involved in
continuously watching the performance of its employees. With this, the have make
use of benchmarking system for measuring performance (Leban and Voyer, 2020).
The benchmarking is a standard set by companies by analysing its previous records.
The management matches the set standard with the current performance and
measures how much improvement have taken place. The increase in sales as well
as revenue have taken place is the criterial which will help organization in analysing
its improved performance. The insight functions available over social media
platforms also plays a major role in analysing the success of campaign conducted by
Enterprise Rent-A-Car.
Campaign plan
With the help of management, Enterprise Rent-A-Car have decided to make
use of social media platforms for conducting its marketing plan through which they
will be able to acquired it objectives (Guven, 2020). By analysing the availability of
customer base over social media platforms they have evaluated it within a short
period of time they will be able to seek attention of its potential customer base. They
can make its services get more attracted among customers by preparing an effective
content as well as videos which can create image in the mind of customers.
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Communication 1: Facebook Awareness – The Enterprise Rent-A-Car can crate its business pages where
they can post content and videos to engage customers. Interest – The customers who will fell engage will follow the business page
created by Enterprise Rent-A-Car and tries to gather information through it. Desire – The customer will set its mindset for availing the services available
over Enterprise Rent-A-Car.
 Action – When the customer will feel interested they will comment on post
and will message on that business page created by Enterprise Rent-A-Car.
Communication 2: Instagram Awareness – The Enterprise Rent-A-Car can make use of Reels for making
its customers get aware. Interest – The customer will show interest by following the account of
Enterprise Rent-A-Car. Desire – The short and informative videos posted by Enterprise Rent-A-Car
will engage customers.
 Action – By messaging Enterprise Rent-A-Car over Instagram, customers will
connect them.
Communication 3: Twitter Awareness – The post over twitter account of Enterprise Rent-A-Car will
engage customers. Interest – The customers show interest by re- posting the posts or content of
Enterprise Rent-A-Car. Desire – The customer desires of services of Enterprise Rent-A-Car will ask
other customers present over twitter.
 Action – The customer will make an innovative or good comment to
recognise Enterprise Rent-A-Car.
Communication 4: YouTube Awareness – The videos posted over YouTube will make customer aware.
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 Interest – The customer will show interest by commenting down over the
videos posted by Enterprise Rent-A-Car. Desire – The customer will be in touch with Enterprise Rent-A-Car by
subscribing channels.
 Action – The customer will visit the website present over YouTube channel of
Enterprise Rent-A-Car.
Communication 5: Website Awareness – Enterprise Rent-A-Car have its own websites to create
awareness among customers. Interest – The essential information provide by Enterprise Rent-A-Car over
their websites will engage them. Desire – Enterprise Rent-a-car make use of pop- up notifications to make
connect with customers.
 Action – The contact number as well as email address of Enterprise Rent-A-
Car is present over websites and customers can make use of it.
Reflection on Campaign
After a deep analysis I have evaluated that major customer base is now being
present online (Hwang, 2019). This is why making use of social media platforms to
get services of Enterprise Rent-A-Car promoted is a great idea. The content posted
over social media platforms should be attractive enough that they feels influenced to
make use of services provided by Enterprise Rent-A-Car. After evaluation the
organization decided to start its own campaign which will help them in crating a
positive image in the time of customers by enhancing its brand value. They also
wants to enhance its market capitalization and sales with the help of this marketing
campaign. So as a marketing manager I have make use of Facebook, YouTube,
Instagram, Websites and Twitter for conducting a successful marketing campaign.
By producing an creative content customer engagement will be enhanced,
thus Enterprise Rent-A-Car will make extra efforts to do so. With the help of advance
technology of Artificial intelligence the Enterprise Rent-A-Car is able to showcase the
content to its customer base as per their choice (Zahay, 2021). The feature of pop-
up notification keeps on reminding customers that they want to avail the services of
Enterprise Rent-A-Car. When the organizations are involved in performing offline
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advertisement then it includes huge cost with this they are unable to track how many
customers have watched the advertisement displayed by them but by making use of
social media platforms its is possible to monitor activities or actions of each
customers. There are certain features which helps Enterprise Rent-A-Car in
evaluating and monitoring the track of customers. The visit time and the watch time
of customers can be live recorded by making use of social media platforms. The
digital tools requires high knowledge but once one is aware about it then they will got
a lot of opportunity and can make its business get succeed. This is because they will
get the competitive edge by being creative and innovative. It also requires very less
time to reaching customers in shorter duration of time as it is working one one click
technology which requires very less time and have higher frequency. The decision of
using digital platforms for marketing campaign by Enterprise Rent-A-Car is the
effective idea.
The multinational companies also make use of digital marketing tools for
getting its products and services get promoted because it becomes easy for them to
understanding the changing buying pattern of customers (Tsichla and et al., 2021).
The organisations such as Tesco, which is the third largest retailer in world is making
use of digital tools. They are making use of social media platforms for delivering
information to its customers about the changes or upgradation made by them. With
this, if they launches any new product or services within its portfolio then also they
make use social media platforms to make customers aware. The company have
recently launched a new facility of providing products available at door steps and its
information is being provided by company over social media platform. The customers
who finds difficulty in making use of apps are provided with the tutorial videos
present over social media platforms also helps customers in getting information
about it.
The other examples is of Marks & Spencer which is the most popular fashion
brand who is selling its products all over the world. They have their own websites
form where customers can make purchase. With the help of social media marketing
they prepares short videos of the clothes offered by them and post it over social
media platforms. This make the customers feels engaged and will continuously
involved in purchasing from company. The videos are creative enough that it
engages customers.
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Form the above mentioned examples and analysis it can be illustrated that,
the sales of Enterprise Rent-A-Car can be enhanced rapidly by making use of social
media marking for conducting its marking campaign. The customers feels engaged
when they shares creative content as these are being popularising now a day. The
customers also feels connected when the companies showcase the live and
connected videos because they are being in touch with those videos. The content
provided by organisations should be so informative that it develops interest among
customers and they wants to avail it even at giving higher prices. The content should
comprises of all crucial information which makes the customer satisfy to make its
consumption. The social media marketing also have the high frequency to make
customer engagement as in one click it can reach among a large customer base.
The cost of Enterprise Rent-A-Car is also being saves as offline advertisements are
more expensive.
Conclusion
From the above report it can be concluded that, the Enterprise Rent-A-Car is
conducing a marketing campaign for achieving the certain objects such as increasing
sales and building good reputation of company. This campaign is being conducted
with the help of digital tools, as they are trending and popular. The AIDA model is
being used for understanding the thinking pattern of customers when they are
planning to make purchase. The benchmarking is being set by Enterprise Rent-A-
Car in order to measure performance.
References
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Atherton, J., 2019. Social media strategy: A practical guide to social media
marketing and customer engagement. Kogan Page Publishers.
Guven, H., 2020. Industry 4.0 and marketing 4.0: in perspective of digitalization and
E-Commerce. In Agile Business Leadership Methods for Industry 4.0.
Emerald Publishing Limited.
Hwang, Y.H., 2019. Hands-on data science for marketing: Improve your marketing
strategies with machine learning using Python and R. Packt Publishing Ltd.
Kisiołek, A., Karyy, O. and Нalkiv, L., 2021. The utilization of Internet marketing
communication tools by higher education institutions (on the example of
Poland and Ukraine). International Journal of Educational Management.
Leban, M. and Voyer, B.G., 2020. Social media influencers versus traditional
influencers: Roles and consequences for traditional marketing campaigns.
In Influencer Marketing. (pp. 26-42). Routledge.
Peter, M.K. and Dalla Vecchia, M., 2021. The digital marketing toolkit: a literature
review for the identification of digital marketing channels and platforms. New
trends in business information systems and technology. pp.251-265.
Tsichla and et al., 2021. Gender differences in politicians’ Facebook campaigns:
Campaign practices, campaign issues and voter engagement. New Media &
Society. p.14614448211036405.
Zahay, D., 2021. Advancing research in digital and social media marketing. Journal
of Marketing Theory and Practice, 29(1). pp.125-139.
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