Practical Skills Assessment: Tesla Digital Marketing Campaign Analysis

This project is a comprehensive analysis of a digital marketing campaign designed for Tesla's electric vehicles. The assignment begins with an introduction to contemporary marketing issues and presents a detailed digital marketing campaign plan. The plan includes campaign objectives such as increasing market share, improving ROI, and boosting profitability. The project outlines key performance indicators (KPIs) like website traffic and time spent on the website to measure success. It then details a five-channel digital communication strategy, utilizing Facebook, Instagram, Twitter, a dedicated website, and YouTube to engage potential customers. The AIDA model (Attention, Interest, Desire, Action) is applied to illustrate the consumer's decision-making process. Furthermore, the project reflects on the importance and application of digital marketing tools in contemporary business, highlighting their cost-effectiveness, reach, and ability to build brand recognition. Specific tools like MailChimp, Google Analytics, Google Ads, Canva Business, and Trello are discussed, demonstrating their application in enhancing marketing campaigns. The project concludes with a summary of the campaign's key elements and offers valuable insights into digital marketing strategies.

4004 project 2
Contemporary Issues
in Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital marketing communication Campaign Plan-....................................................................3
Reflection on importance and application of digital marketing tools in contemporary
marketing.....................................................................................................................................6
CONCLUSION .............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Contemporary issues in the marketing is very comprehensive, updated as well as the
effective resource which provides the deep understanding of the topical issues in the marketing.
Contemporary issues of the marketing are such as the lack of time and resources, no alignment
with the consumers, proving ROI and many more (DE ROSE and THANGALAKSHMI, 2021).
Tesla company is the American auto mobile as well as clean energy company which is based in
Austin, Texas. This report will discuss the overall communication campaign plan for the digital
marketing of the electric vehicle as well as the importance of digital marketing tools in the
contemporary world.
MAIN BODY
Digital marketing communication Campaign Plan-
Digital marketing campaign is the process which involves the executing of the marketing
strategy in the overall digital channels in which the consumers gets engaged and interacted with
the brand. The consumers gets interacted and the company do this with the main aim of
improving the conversion rate of the company (Reyna, Hanham and Meier, 2018).
Campaign Objectives:
The objectives for the digital marketing campaign for the product of the Tesla's electric vehicle
are such as-
 Increasing the market share
 Improving the ROI
 Boosting the profitability of company Increasing the sales
Measurement of success:
It is very important for the companies to measure the success after implementing the marketing
strategy as this will enable the company to know whether the strategies has been proved effective
or not. The company must ensure to measure such efforts made by them and this will allow them
to understand the solutions for the digital marketing. If the company wants to make the long term
impacts of the efforts made for advertising, the company need to find the ways to measure the
success of the strategies of the digital marketing.
Some essential Key Performance Indicators which will help the Tesla company to measure the
success are as follows-

Website Traffic: The official website is considered as the face of the brand. Increasing the
traffic on the website is the main goal of the marketing campaigns so the Tesla company must
track the traffic on the website and according to this the performance of the implemented
strategies can be seen (Turuk, 2021).
Average time spend on website: The general way of finding the progress can be seen by the
analysing the time spent by each and every visitor on the official website. The Tesla company
using the effective features such as navigational ability of the website, structure and layout as
well as the quality and engagement of website will help them in increasing the good reviews
from the customers.
Five digital communication channels:
Communication 1 (Facebook)-
Using the Facebook for the digital communication of the products will help in effectively
achieving the goals of the campaign. This will enable the marketers of the Tesla company in
creating as well as distributing the meaningful and quality information which is very useful for
the customers. This will help in increasing the sales and through this the customers gets
interacted with the brand.
Communication 2 (Instagram)-
The Instagram is considered as the most used social media platform by the people that is the
people are spending much time by using this. Advertising the products of the Tesla company on
the Instagram will help them in reaching to the audience and this will create the hype of the
product among the people.
Communication 3 (Twitter)-
Twitter is much necessary for the companies to make the part for the marketing strategy as there
are millions of the users active daily on this platform. This platform is most suitable for the brand
interaction of the customers as the users of the twitter are getting increased day by day for
finding out the new things.
Communication 4 (Website)-
Making the official website is the first and the foremost things which the company must consider
while conducting the digital marketing campaign. This will help the interested customers to
acquire the meaningful and useful information for the products. Tesla company making the

official website will help them in displaying all the products which they are offering to their
customers.
Example-
Communication 5 (YouTube)-
Advertising through you tube is another better option for reaching to the customers as this will
help the company in increasing the market share by reaching to the millions of the people around
all over the world (Zhang, Yousaf and Xu, 2019). Advertising the product of the Tesla company
by making the attractive video of electric car will make customers highly influenced by the
product.
The above communication channels will help the Tesla company to achieve all the digital
marketing campaigns.
Using the AIDA Model-
This is the model which helps in describing the various stages of the consumers while buying
decisions of them. This model stands for the attention, interest, desire, action.

Attention: This step will help the Tesla company to gain the attention of the customers towards
the product. Having the strong online presence will help the company to attract large pool of
customers.
Interest: This step is to create the interest in the minds of customers by providing them
interesting information. This stage will help the company to show the relevancy of product.
Desire: This step is to make the desire to the customers after creating the interest and this can e
done through making subscribe the channel and sending them the relevant information
Action: This step is to finally making the new customers to buy the product and at this stage the
companies has to work hard.
Applying this model to the digital marketing campaigns will help the Tesla company to attract
the large number of the customers and this will enable the company to increase the sales of the
product.
Reflection on importance and application of digital marketing tools in contemporary marketing
Importance-
Offers equal opportunities to everyone
The digital marketing tools are available for everyone no matter what the size of the company.
Even, if the budget of a particular business is limited then only it can use the tools of the digital
marketing. With the help of different strategies a small or even big businesses can easily reach to
its target audience. In the field of digital marketing each one is equal. This is the place where the
small businesses can do the competition with the big businesses by using different tools and
strategies related to marketing.
Reach the target audience
The internet has multiple users and among them most of uses the smartphones. Every social
media platform has various potential clients who can be interested in the services or products of a
particular business. But to find these people the businesses need to use the eye catching online
advertisements along with the appropriate marketing strategy.
In order to target the right kind of the audience, the digital marketing tools used for targeting are
google advertisements, Facebook custom retargeting and audiences, search engine optimization
(SEO) and the LinkedIn for the researching the keyword (Bala and Verma, 2018).
Cost efficient

In past times, for the marketing strategy the business owners used the placed banners, rented
billboards and the printed flyers to let the audiences know about their businesses which was very
costly. The primary disadvantage of this technique is that is becomes impossible to measure the
effectiveness. But thanks to the huge collection of the digital marketing tools and large
opportunities offered to the business owners that assists in measuring the effectiveness of the
advertisements, avoid those campaigns which are ineffective, develop the necessary changes and
invest more money in the online advertisements that increases the efficiency of the business.
Build brand recognition
Another main factor of selecting the digital marketing for the contemporary business is the brand
recognition. It permits the businesses for the introduction of the services and products to the
audience or people. By doing this the audience will come to know about the concept, company,
services and the products of the company that it will be selling. It will also assist the people to
keep in mind the brand and logo of the company which help in the interaction of those people
with the brand of the company. In simple words, the tools of the digital marketing makes the
audience to connect the people with the company on an emotional level.
Offers with exposure
In order to get the customer retention the use of the digital marketing is very important. In the
contemporary business the digital marketing tools helps in the creation of the exposure space on
the businesses platform and focus on the potential customers online (Giunta, 2020).
Increase revenue
Those business owners who use the digital marketing tools get more profits or revenue as
compared to the other companies which does not use the social media marketing. A set of
different marketing strategies permits the business to develop a better performance and outcomes
in increasing the profits. Another importance of the digital marketing tools in the contemporary
business is that it provides the measurable results.
Application-
Mail Chimp
Mail Chimp is a digital marketing tool which is used for social advertising and email marketing.
It is one of the most important digital marketing tools which can be used in enhancing the
campaigns of the business and to track the traffic created. Additionally this tool also permits
different integrations with multiple SaaS organizations. This tool is also effective for the email

campaigns that helps in the engagement of the audience and is a popular tool used in the email
marketing. The online retail as well as e-commerce can take the advantage from the Mail Chimp
as it can also assist in driving the traffic, enhance the conversions and increase the sales
(Yurchuk, 2021).
Google Analytics
Google Analytics is a digital marketing tool that assists the business in taking the various
decisions related to marketing. The business can also track the e-commerce business along with
the objectives that can assist the company to be on the track. By using the multiple data
information that the Google Analytics offers it becomes easy for the business to comprehend the
directions needed to acquire the website changes along with modifications.
Google Ads
Google Ads assists in driving the visits on the website, assists in growing the number of the calls
from the clients with the help of a click to call button and enhance the footfall at the stores of the
business. The best thing about the Google Ads is that the return on investment becomes easy to
measure and the latest feature of the artificial intelligence makes this tool easy and faster to use.
Canva business
The Canva business permits the business to edit the posts and develop the graphs of every type
or kind. This tools also uses various templates along with images, icons, photos, designs and the
vectors which can be used in the development of any kind of visual content for the marketing
campaign of the business. The tool also permits the business to select from a huge collection of
designs like the brochure, postcard, wallpaper, resume, certificate, letterhead, blog banner,
presentation graphic, card, logo, presentation, flyer and the social media (Kapoor and Kapoor,
2021).
Trello
Trello is one of the most popular tools of the digital marketing for the purpose of scheduling,
organizing and creating the online content. This platform keeps the whole team together and
makes the communication between the teams to be easily managed. The business can also assign
various members from the team so that they can perform together in a team. In this manner the
owner of the business who has the tasks related to writing, editing, designing, posting and the
addition of the call to action given to a post. The businesses can use the Trello for the purpose of

organization of the digital marketing campaigns and to make sure that the business has all the
necessary information related to the team (Krishnaprabh and Tarunika, 2020).

CONCLUSION
From the above report it can be illustrated that the digital marketing is very important for the
company because of the changing consumer trends and advanced technology. This report has
discussed the overall digital marketing campaign as well as the importance of digital marketing
tools in contemporary world.

REFERENCES
Books and journals
Bala, M. and Verma, D., 2018. A critical review of digital marketing. M. Bala, D. Verma (2018).
A Critical Review of Digital Marketing. International Journal of Management, IT &
Engineering.8(10).pp.321-339.
DE ROSE, D.V.J.L. and THANGALAKSHMI, M., 2021. Marketing Through Video Blogs–An
Emerging Trend. Journal of Contemporary Issues in Business and Government| Vol.
27(3), p.2663.
Giunta, C., 2020. Digital marketing platform tools, generation Z, and cultural
considerations. Journal of Marketing Development and Competitiveness.14(2). pp.63-
75.
Kapoor, R. and Kapoor, K., 2021. The transition from traditional to digital marketing: a study of
the evolution of e-marketing in the Indian hotel industry. Worldwide Hospitality and
Tourism Themes.13(2). pp.199-213.
Krishnaprabha, S. and Tarunika, R., 2020. An analysis on building brand awareness through
digital marketing initiatives. international Journal of research in engineering, Science
and Management.3(7).pp.266-270.
Reyna, J., Hanham, J. and Meier, P., 2018. The Internet explosion, digital media principles and
implications to communicate effectively in the digital space. E-learning and Digital
Media. 15(1), pp.36-52.
Turuk, M. ed., 2021. Entrepreneurship: Contemporary Issues. BoD–Books on Demand.
Yurchuk, N., 2021. Digital marketing tools in the context of digitization processes. The Scientific
Heritage, (61-1), pp.32-41.
Zhang, Y., Yousaf, M. and Xu, Y., 2019. Chinese traditional culture and Art communication in
digital era: Strategies, issues, and prospects. Journal of Media Studies. 32(1).
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