Contemporary Issues in Marketing: Digital Campaign Report

This report provides a comprehensive analysis of a digital marketing campaign designed for Business Rentals, a car and van hire fleet in the UK. The report begins with an introduction to marketing communication and its importance, followed by an explanation of the AIDA model (Awareness, Interest, Desire, Action, Retention) and its application in the campaign. The campaign objectives are outlined, focusing on identifying potential customers and promoting the company's car rental services. The report then details the campaign plan, including strategies for various platforms such as Facebook, Instagram, Twitter, YouTube, and the company website. Each platform's communication strategy is discussed, highlighting how Business Rentals can leverage them to reach its target audience. A reflection on the campaign's effectiveness and the importance of online communication is included, along with a conclusion summarizing the key findings and recommendations. References to relevant literature support the analysis and recommendations provided in the report. The report emphasizes the significance of digital marketing in enhancing brand visibility and customer engagement.

BSc (Hons) Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Digital marketing communications
campaign Portfolio and Reflective
Summary
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Contents
Table of Contents
Introduction ...............................................................................................................................3
AIDA Model .............................................................................................................................3
Campaign objectives .................................................................................................................3
Measurement of success.............................................................................................................4
Campaign plan ...........................................................................................................................4
Communication 1: Facebook .....................................................................................................4
Communication 2: Instagram.....................................................................................................4
Communication 3: Twitter ........................................................................................................5
Communication 4: YouTube .....................................................................................................5
Communication 5: Website ......................................................................................................5
Reflection on Campaign ............................................................................................................5
Conclusion..................................................................................................................................6
References .................................................................................................................................7
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Introduction
Marketing communication enables the potential customers to know about the product
and services that company is developing. Communicate with the customers can be online and
offline. Offline communication is personally influencing customers by talking t them face to
face and online communication is the digitized form of communication which include
multiple platforms. This report is being made in the context of Business Rental which is car
and van hire fleet in the UK(Christiansen, 2018) . The aim of this report is to highlight the
digital marketing campaign of the Business Rentals with all the platform to promote it.
Digital marketing communication can be implemented with the helps of AIDA model and
various objectives.
AIDA Model
This model is having different stages which helps the an individual in their buying
process of product and services. It contains the purchasing funnel where a potential buyer go
through each stage in respect to support the final purchase. The steps ate discussed below:
 Awareness- In this stage Business Rentals should make public aware about their
existence. By promoting it on different platforms.
 Interest- this is the stage where seller generates the interest among the customers by
providing advantages of the products and services(Feng and Wang, 2020) . Business
Rentals should identify their potential customers them aware about the functions of
the different cars.
 Desire- This stage establish emotional connection with the buyers as Business
Rentals should showcase their care personally to the customers and making sure that
they are linking it or not.
 Action- Moving the buyer to interact with your company is the next step . As
customers generating knowledge about the services through phone calls and by
engaging in the live chats.
 Retention- This the stage to up-sell and cross-sell and focusing on the retention of the
customers. Business Rentals should maintain a trust among their customers.
Campaign objectives
The main objective of the campaign is to identify the potential customers and make them
aware about the outstanding services that they are providing. Business Rentals are providing
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different types of car on rent . Implementing the effective promotional techniques among the
customers is what the goal is.
Measurement of success
Measurement of the success in the Business Rentals can be achieved through looking
quantitatively at the overarching trends of the business. There are specific data points.
Business rentals firstly have to set their goals according to the developments then implement
their plans (John and De'Villiers, 2020) . Lastly when they requires to make comparison
between goals identifies and goals achieved, any variation in the two requires a completion.
Campaign plan
The main plan of the Business Rentals is to promote their car services to the people of
UK. And this can be achieved by following steps. The campaign can be planned by
identifying the target audience, setting goals and objectives, generating market and the
customer expectations, developing plan by determining the resources, after that business
rentals have to measure the metrics of their campaign and lastly they have to create a budget
for all this.
Communication 1: Facebook
Making communication on the Facebook cover the wide range of audience with low
implementation of the costs. Business Rentals should post the ads of their car o the Facebook
with an attractive description(Khalilian, 2018) . With the helps of posts and videos they
can reach to their potential customers. Facebook is the easy way to implement
communication and it also requires low cost on it.
Communication 2: Instagram
Instagram is the most used social platform where most of the business organization
promote their products and services. There are millions of users on Instagram. Business
Rentals should promote their cars on this platform. They can also make interaction with the
customers by conducting live sessions and on the chats. They have to show their products
which make customers curious about the different cars and the functions.
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Communication 3: Twitter
Communication and the promotion through twitter is the very effective way to enhance the
selling of the services. Twitter is the platform where customer can interact with the company
ans enhance their services. Business Rentals can conduct context on the twitter which reveals
what are the customers expectations from their services and what changes they can make in
their service(Kim and Lee, 2020) . An promoted ad will appear in the user's feed. Making
interactions with the people is also relevant for the promotion.
Communication 4: YouTube
YouTube is the best platform if a business wants to promote their products and to provide
detail information about products and services. YouTube is all in one for the promotion and
communication point of view such as it has various functions and feature through which
Business Rentals can communicate with the customers. For instance they can connect live
with the customers, running context on YouTube, posting interactive ads and by releasing
their range of rentals cars videos.
Communication 5: Website
It is mandatory that a company need to have their official website through which all the
related information about the Business Rentals services and working is given. Through the
websites company can communicate with the potential buyers and it is evident that
customers trust the information from the websites the most rather than other digital platforms.
Business Rentals have their official websites on which they provide information related to
their working and the different car their are providing to the customers. Having a website
also helps in interaction with the customers which provides the feedback of the customers.
So Website fulfills two objectives one is it promotes the goods and services and the second is
it solve the customers query within specified time.
Reflection on Campaign
From the above campaign of making promotion and communication in the aspects of the
Business Rentals company evaluates that this campaign is being made for the promotional
purpose of the company. Business Rentals are the company which provides most popular
car on the rental basis. This campaign is for making effective communication with the
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potential customers. I analyzed that there are various platforms on which company can
promote their services and communicate with them. Business Rentals firstly identifies the
objectives and then implements plan. Then this campaign include creating the content which
showcase the different cars providing by the company on the rental basis. Using Facebook,
Instagram, websites, you tube for the promotion and making communication with the aspect
of promotion and communication(Wang, Shi and Ma, 2020). Making promotion on these
platform is very effective and cheap as these are the platform which covers the wide range of
people and digital communication does not cost much. This campaign aimed majorly in
alerting the target market with the different service expansion. With the help of making
alignment in all the activities in the promotional process results in positively influencing
customers. It can be well analyzed that online communication is majorly important for any
business because it covers wide audience within low cost. This campaign helps very much in
generating effective profits for the company and also builds transparency among the buyers
ans sellers. Its a good marketing campaign which appeal larger number of the customer and
make those consumers interested about the company's services. With the help of the AIDA
model Business Rentals should follows steps that influence the customers from getting
knowledge about the product to finally purchasing it. The main objective of this campaign is
to ensure that customers are well aware about the existence of this type of services and make
sure that they make position in the market. The promotion techniques is used to competing
with the competitors and reminding the buyers about why and how they can use this
services. Overall this campaign is very helpful for the Business Rentals as it provides the
customers point of view about the their specialize services.
Conclusion
From the above report it is concluded that communication process is very crucial in the
context of the promotional aspects. If a business wants to connect with the customers then
they have to develop a plan and align different activities which helps in building effective
communication between business and customers. This report evaluates the complete
promotional practice of the Business Rentals in establishing digital promotion practice.
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Starting from creating a plan to finally influence customer to buy the products. There is
implementation of the promotional plan and the company's objectives. The measurement of
the success can be determine with the help of return on investment. Adding to that there is
implementation of the AIDA model which impacts the customers in their buying process.
Then there is explanation of the different platform which helps in building effective
communication with the customers. These platform are Instagram, Facebook, YouTube and
their own official websites.
References
Christiansen, M.S., 2018. ‘¡ Hable Bien M’ijo o Gringo o Mx!’: language ideologies in the
digital communication practices of transnational Mexican bilinguals. International Journal of
Bilingual Education and Bilingualism, 21(4), pp.439-450.
Feng, X. and Wang, Y., 2020. Fault estimation based on sliding mode observer for Takagi–
Sugeno fuzzy systems with digital communication constraints. Journal of the Franklin
Institute, 357(1), pp.569-588.
John, S.P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services, 54, p.102052.
Khalilian, S., 2018. Application of the AIDA model. Information and Learning
Science, 119(11), pp.635-651.
Kim, S.H. and Lee, S.A., 2020. The role of marketing communication mix on Korean
customers' coffee shop brand evaluations. Journal of Hospitality and Tourism Insights.
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Wang, X., Yuen, K.F., Shi, W. and Ma, F., 2020. The determinants of passengers' safety
behaviour on public transport. Journal of Transport & Health, 18, p.100905.
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