Contemporary Issues in Marketing Digital Marketing Portfolio

– Enterprise Cars

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 Table of Contents
Terms on social media.....................................................................................................................3

Introduction......................................................................................................................................3

AIDA model....................................................................................................................................3

Social media best time to publish content on the communications platform..................................4

Digital marketing- Ozone elements.................................................................................................6

Engagement Rate.............................................................................................................................6

Target Market..................................................................................................................................7

Campaign title- One Giant rollout...................................................................................................7

Reflection on the campaign...........................................................................................................13

Conclusion.....................................................................................................................................15

Reference.......................................................................................................................................16

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Terms on social media

AIDA: This is a model that stands for four acronyms: attention, interest, desire and action. Model
is used for market promotion and describes the process of a buyer’s purchasing a product

Facebook: this is a social media website where people can contact other individuals and share
information and also post business promotion.

Social media: A platform which allows people to connect with other people and also find the
career opportunity and business

Viewers: People who watch television or other uploaded contents

Website: It is a collection of web pages that is related to content identified by common domain
name and published on a web server.

Introduction

Different work which exemplifies the ability and structure of any organization as well as its
achievement has been shown in a website which is termed as digital marketing portfolio (Score,
2019, p. 1891). The contents which have been used in a business promotion on this website
should be unique and must be less obvious (). The content used by a company involves
teamwork, strategic thinking and planning which can’t be captured by the content. Featuring
client work emphasizes the significance of crediting others who worked on a project. In this
paper Enterprise-cars is the concerned company, this company is specializing in selling cars or
giving cars in rent. Enterprise cars uses the digital marketing portfolio for the promotion of the
campaign introduced by the company (Teece, and Linden 2017, p. 17).

AIDA model

The model has been introduced by St Elmo Lewis. The model develops the steps taken by a
purchaser from viewing the product to purchase it. The model has four acronyms like, Attention

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which shows the way how a company draws people’s attention. Interest shows how the
purchaser shows interest towards the product. Desire shows the people’s desire to buy the
product and lastly Action, taken by the people at the time of finalizing the decision against
purchasing the product (Ullal and Hawaldar 2018, p. 286).

Figure 1: AIDA model

Source: (Montazeribarforoushi et al., 2017, p.1363343) 

Social media best time to publish content on the communications platform

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 Figure2:Best time to publish on social media platforms

Source:(Arora et al., 2019, p. 87)

Knowing what and when to post on a social media website is tough as it changes with the
changes over place. However, when it comes to any company page to post any promotional post,
the concerned factor is to know when the followers and the customers should be online. Each
social media platform has an ideal time to post (Dessart, L., 2017 et al., 2017, p. 375). There is a
social media management tool which can guide you to choose the best time to post on social
media which can be beneficial for the individual or company. The more the views the more be
the following likes, comments, shares and subscription so the views are the most important to be
popular. The best time to publish on Facebook is between 1-3 pm and from weekdays and
Saturdays (Arora et al., 2019, p. 19). The best time to publish on twitter is from 9 am to 3 pm
and from Mondays to Thursdays. Best time to publish video on YouTube is 2 pm to 4 pm and the
best time to publish in LinkedIn is Tuesdays to Thursday from 9 am to 2 pm. This concerns the
times when maximum millenarian and Gen-Z consumers, along with segments of middle-age
clients, usually come online on social media since they are the major target customers for
Enterprise Cars.

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Digital marketing- Ozone elements

According to Baporikar, (2019, p. 25), Kotler introduced the theory Ozone consists of three
major elements of digital marketing which is responsible for the movement of the marketing
strategy from traditional to digital. The elements are as follows.

OWN- here Enterprise Cars, measures the preference and views of their customers towards the products
and services of the company using this element.

Other- By this element company observes the other platforms and interactions from where their
customers can be influenced about their brand and its royalty

Outer sections- company uses outside sources rather than a single platform to sponsor their brand and
make people know about their quality products and services. 

Engagement Rate

Companies used a rate to identify the number of people who are connected with their company.
The rate is calculated by dividing the total number of likes, comments and shares. i.e, total
numbers of interactions by total number of viewers. Higher engagement rate implies higher
number of quality customers got connected with their company. Here the company's enterprise
cars used the formula to identify the rate of people getting connected over social media. 

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 Figure 2 : Engagement rate formula

Source(Dolan et al., 2017)

Target Market

The company identifies some distinctive fragments of customers by the measurement of size of
the particular market to meet the customer’s objective. The Target market of enterprise cars
includes millennial and gen-z population; middle aged clients are also included in the market
while the customer's wish to buy or take rent cars from the company for professional trips as well
as personal vacations. 

Campaign title- One Giant rollout

Enterprise cars aim to focus on trucks and luxurious cars as well. That’s why they shift their
highlighted offers and promotion towards comprehensive offers of transportation. the choices
and preference of peoples changes with the changes or time. People who already like the product
and services offered by the company wish to use their products like trucks as well for their
business. Company has promoted an advertising campaign by casting Comedian Joel Mchale,
and the name of the campaign was One giant roll out. The company uses multimedia campaign

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for the very first time. Company attracts more and more people with this campaign promotion
and conveys that wherever and in which situation the customers are stuck they can get the
service of enterprise-cars. 

         Figure 4: Enterprise cars revenue

Source:()

Objectives:

 To increase the number of customers by 45% approximately

 To increase the royalty percentage of brand by 35%
 To aim at establishing the authority of the brand
 To take efficient initiative for capturing new customers and market
 To raise the brand promotion by almost 30%

Measure of success

 Increase the customer’s satisfaction by providing best quality product and services
 Raise the customer’s base and hence profitability percentage compared to past years

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  Raise the concern of the employees by providing them more incentives and awards
 By establishing the sale’s structure and business promotion
 Establishing more attractive business portal by improving the website

Communication Stage1 Stage 2 Stage 3 Stage 4

platform

Communication Recently company Company Company Company contacts

1( Facebook) uploaded a post monitors the calculates the with the
regarding the number of engagement individuals who
upcoming viewers rate comments and
campaign wanted to know
about the offers

Communication2 Company Company Company Company  offers

(youtube) promoted a video monitors the tried to reach their services and
clipping of the numbers of out every arrange meeting
campaign likes comments individual with the interested
and who follows customers
subscription their page and
commented

Communication Company posts Company Company try Company post

3(Twitter) two phots taken at monitos the to retweet another photos and
the time of number of with the offers regarding
campaign people reacted solution  the campaign on
promotion to the post customers request

Communication Company post a Company try to Company Company monitors

4 (Linkedin) video of  monitors the started giving the numbers of

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 advertisement at people who reply to every connected people
their business page send them a individual  and try to reach
in Linkedin connection them for further
request action

Communication Company attached  Company Company Company

5 (Website) new slides of their monitors the added new calculated number
campaign in their number of features of increase in sells
website followers of according of the new
their website with the offers promotional
for their vehicle
customers 

Communication Company Company Company Company also

6 (Event ) organized an event arranged  free discuss with giving exciting
in a studio with the tickets for the the people offers for the
attendance of the people who  face to face to people who attend
actor wish to join understand that event 
that their
preferences 

Communication1 (Facebook):  Company uploaded the first post regarding the campaign
on  April 2019.

●     Attention: Motive of the company is to draw attention of people about their new exciting
offers by updated new posts regarding their campaign along with the attached photo of the actor
Joel Machale

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● Interest: The company monitors the number of people become interested about the new
product launch

● Desire: Company take the advantage of people’s desire to try something new by attracted
towards their product

● Action: Company connects with the people individually so they can take action after
making their decision of taking product from the company

Communication 2 (YouTube)

● Attention: Company post videos  on YouTube and try to  draw people's attention by
sharing the link  through social media platform(Dessart 2017, p. 18558) 

● Interest: company  monitors  the viewers of the video to  understands  people’s inteset
about their product 

● Desire: company monitors  the comments to know how much people’s  desire to
purchase the products

● Action:  company connects with the poepke to help them to ta

Communication3 ( Twitter) Enterprise cars have 37.6 k followers in their twitter page

● Attention: Company modernize their page to take people’s attention for their company

● Interest: Company used their hashtag #Onegiantrollout to make people interested about their
campaign

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 ● Desire: Company monitors the people’s desire about the actor and use this for promotion

● Action: Company connects with the people who retweets and help them to take action and buy
their product

Communication 4 (LinkedIn)

·         Attention: company opened business page over LinkedIn and tried to attract people who are
using the app for better employment opportunities for business promotion or others 

·         Interest: company updated some promotional campaign photos and videos for which people
become interested towards the company

·         Desire: The people have grown their desire and sent connection requests to the business
page and get responses.

·         Action: after the approval of connection people get responses and make themselves  ready to
take action for further needs of cars. 

Communication5 (Webpage)

● Attention: company use their company page and draw people’s attention by adding new
options

● Interest: Company try to make their page more interesting for people by advertising their
new products

● Desire: people establish a desire to rent or purchase a product

● Action: company give options help people to take action to buy cars

key action

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Communication 6 (Event)

● Attention: company interacts with the people by clear headlines to  draws people’s
attention.

● Interest: company try to showing up the value of the content and taking care of numbers
of registration of the interested people 

● Desire: Desire to travel or try some new,  transportation helps the company to make
profit 

● Action: Company monitors customer satisfaction and people seek to take positive action.

Reflection on the campaign

The reflective summary of the company is about the recent  campaign. According to me,by using
the  digital platforms, the company reaches a maximum number of people.  Company uses the
AIDA communication model to measure the condition of the rental cars market and their
competition.  I have identified   four  points which can be proved as the success points of the
company

●     The content which the company is using must be enough attractive and convincing to the
people 

●    Company keeps working on the strategy improvement to attract more people by offering
budget friendly products

●   Company focuses on potential as well as retained customers along with capturing new
customers and new market

●   Company should be aware of the best day along with time and content  before posting to any
social media platform 

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 According to me , the company should keep on  updating all photos and videos of  campaigns
through the platforms and need to  monitor the number of people who reach out to them. The
company set their goal to  reach all of the people in all over the country who are fans of the actor
and got interested in the company’s features. Company was always be customer centric and try
to give them response 24*7. I think with this dedication and improvement they can become one
of the best rental cars companies across the world. Millennials got attracted and wished to try
new exciting offers the company has promoted. Company regularly monitors the people also
after 2 weeks of the updated post of the company. This may result in more profitability along
with gaining more reputation among the industry. Company also finds out their flaws and keeps
on working for their betterment. The company keeps on working on the content after the
response of the people towards their recent posts . Company follows the steps for making their
digital marketing portfolio more better by Identifying the customers, reaching out to every
queries , always accessible and working on betterment compared with others competitors. 

According to me the company launched  string corporate values which  add various  shapes and
sizes . The management of this company is relevant to the commercial requirement. One of the
advantages of the company is focused towards the service and products which includes picking
potential customers up whose  vehicles have been damaged. The modification has been raised  in
recent years and the competitive motive  has also  been increased  by the corporate sectors with a
desire for new markets by reducing obstacles to international trade and technology clients’ needs
are observed and satisfied. I think that has been the entire refrain of our understanding of value
however the firms which try to deliver value in several ways. Enterprise cars have tried to deliver
value and meet customer’s need. Company have responded to the crisis  of competition  by
establishing employee-focused programmers which improve their productivity and quality of
work. The management of the company  has taken  a view which is focused on the customers
and tries to deliver the commitment on time. 

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Enterprise cars got both positive and negative feedback about their services and products, along
with the negative feedback the company has proven their company to be customer centric and
employee friendly also in tough situations. Company used an Aida model to measure the four
key acronyms to identify their position and need to improve. Companies focus on attracting more
clients towards their old and new products by promoting through various ways . they keep on
recruiting more people as their content editor and website developers. Company gives people
two options: they also can buy new cars and vehicles depending on their choice and also rent
vehicles for their business purposes. The company also introduces offers which include try
before use. Where people can get a trial and choose the best. They attract people who love to
visit new places around the world without having plans before and having a shortage of cars they
can easily get offers and get cars as they want. People whose cars have been recently stolen or
damaged can go for a best replacement as well. Once a company spends 100$ for their employee
with which employees can go to any  local restaurants and spends on food . This proves that the
company is employee friendly. 

According to my point of view, Facebook is the best platform of communication for company 
because people spend their leisure time at their  working hours by scrolling the Facebook page.
The posting video clips and photos posted   by the company about the campaign get almost 16k
views and remain trending after 3 weeks in social media.  According  to  Kim and Yang (2017,
p.445), if someone shares a  video of a post of the company and if any mutual friend the
individual finds that interesting, they will react and reshare it as they have been going through it.
According to a report, about  3 billion people use social media platforms especially facebook 
and other digital platforms on an average of 55 mins per  day.  This time duration  is increasing 
day by day with the increasing  population, after  knowing more about digital platforms  and
advanced technology. The company needs to stay up-to-date themselves  with the social media
trends and upgrade and  train their employees to keep on  recruiting  more employees on  their
technical skills as well as enhance their  services to reach their potential customers and also keep
on focusing on new individuals . 

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Conclusion

At the end of the paper it can be concluded that enterprise cars prove themselves as a potential
company compared with the others rent cars service companies in the recent market. Company 
use different techniques to better their digital marketing portfolio and establish themselves by
focusing on the customers and their desire. 

Reference

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influencer index-insights from Facebook, Twitter, and Instagram. Journal of Retailing and
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Dessart, L., 2017. Social media engagement: a model of antecedents and relational outcomes.
Journal of Marketing Management, 33(5-6), pp.375-399.

Dolan, R., Conduit, J., Fahy, J. and Goodman, S., 2017. Social media: communication strategies,
engagement and future research directions. International Journal of Wine Business Research.

Gupta, H., Singh, S. and Sinha, P., 2017. Multimedia tool as a predictor for social media
advertising-a YouTube way. Multimedia tools and applications, 76(18), pp.18557-18568.

Kim, C. and Yang, S.U., 2017. Like, comment, and share on Facebook: How each behavior
differs from the other. Public Relations Review, 43(2), pp.441-449

Montazeribarforoushi, S., Keshavarzsaleh, A. and Ramsøy, T.Z., 2017. On the hierarchy of

choice: An applied neuroscience perspective on the AIDA model. Cogent Psychology, 4(1),
p.1363343.

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Score, L., 2019. Brand yourself, design your future: Portfolio-building in the social media age.
New Media & Society, 21(9), pp.1891-1909.

Teece, D.J. and Linden, G., 2017. Business models, value capture, and the digital enterprise.
Journal of organization design, 6(1), pp.1-14.

Ullal, M.S. and Hawaldar, I.T., 2018. Influence of advertisement on customers based on AIDA
model. Problems and Prospective in Management (December, 2018) Vol, 16(4), pp.285-298

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