BSc (Hons) Business Management

BMP4004
Contemporary Issues in Marketing

Assessment 2

Digital Marketing Portfolio and

Reflective Summary
Submitted by:
Name:
ID:

1
 Table of Contents

Introduction.............................................................................................................................................................................. 3
AIDA Model................................................................................................................................................................................ 3
Campaign objectives.............................................................................................................................................................. 4
Measurement of success...................................................................................................................................................... 4
Campaign plan.......................................................................................................................................................................... 5
Communication 1: Facebook......................................................................................................................................... 5
Communication 2: Instagram........................................................................................................................................ 5
Communication 3: Twitter............................................................................................................................................. 6
Communication 4: YouTube........................................................................................................................................... 6
Communication 5: Website............................................................................................................................................ 6
Reflection on Campaign........................................................................................................................................................ 8
Conclusion.................................................................................................................................................................................. 9
References............................................................................................................................................................................... 10

2
Introduction
Digital marketing is a term used to analyze any marketing attempt that occurs on a digital device
or the internet. In digital marketing, there are various channels through which an organisation use
to attract customers to buy their services and products (Dwivedi et al., 2020)
As we will see, there are a lot of components that use in digital marketing where an organisation
can market on a lot of various features.
The report highlights the AIDA model along with its objective, measurement of success, and
campaign plan by using 5 pieces of communication. And also analyze how enterprise cars used
digital marketing to achieve their given goal.

AIDA Model
“The AIDA model stands for Attention. Interest, Desire, and Action model”. AIDA model is a
type of broadcasting model that recognizes the phase that people go through before buying a
product or services ( da et al., 2020) . Mostly AIDA model is used in sales planning, digital
marketing, and also in public relations campaigns. The steps used in the AIDA model are:
● Attention: In this stage, enterprise cars grab the attention of customers by advertising
through interesting imagery. Enterprise cars use mobile technology in grabbing the
attention of the customer because it allows enterprise cars a direct connection of 24/7
communication with customers. By advertising on Youtube, social media, and email
enterprise cars grab the attention of their customer. Enterprise cars also use survey
technology because most of the customers use email.
● Interest: In this stage, if the enterprise can not make the advertisements interesting that it
can be difficult for enterprise cars to achieve its aims. Enterprise makes more interesting
advertisements to attract customers (Kinda et al., 2022) Enterprise cars use media
advertisement to bring the interest of potential customers. Enterprise cars also make
interesting and attractive websites because it has a great impact on customers. Enterprise
cars also use social media to give useful details about their business. And also build a
good relationship that motivates the customer to buy their products or services. Enterprise
cars provide more facilities for their products and also give some discounts on their
products to bring the interest of the customer.

3
 ● Desire: Desire is the third stage of the AIDA model in which enterprise cars give
importance to the customer's needs and wants. Enterprise cars focus on giving interesting
knowledge of their product and services along with the benefits of buying them. Which
makes the customer buy their product more and more?
● Action: The last of the AIDA model in action. In this stage, enterprise car initiates its
customer actions. At this stage, the enterprise car should end with action which is
designed to get instant feedback from the customer ( Schäfer et al., 2022). Enterprise uses
effective text to satisfy the customer to try their free trial. Enterprise cars motivate
customers to purchase through the EMI option. This makes the customer buy enterprise
car products and services even when they don't have a tight budget.

Campaign objectives
The main objective of this campaign is as follows:
● Increase brand awareness by 20% by the end of the quarter.
● Increase market share within 6 months by decreasing customer churn by 10%.
● Reduce paid advertisements by 15% and boost current SEM efforts with 5 weeks' blog
posts in 6 months
● Increase in conversion rate by 4% in 2023 by growing the website with 3 new videos
posted a week by the end of 7 months.
● Start launching the product by the end of this year with zero bugs.
● Improve brand position on 20 existing products by the end of this year.

Measurement of success
● For measurement, an increase of 20% in overall brand awareness by the end of the year
has been targeted.
● For measurement of success, increases its shares by 10% within 6 months.
● For Measurement of success, reduces paid advertisements by 15% and boosts its current
SEM.
● For Measurement of success, increases in conversion rate by 4% within 2023
● For Measurement of success, started launching a product by end of the year.
● For Measurement of success, improved brand position within the year.

4
 Campaign plan
● The first process of the campaign plan is to verify the position and objective of enterprise
cars.
● The second process of the campaign plan is to know about enterprise car strategies.
● The third process of the campaign plan process is to improve enterprise cars' interaction
with their customers.
● In the fourth process of the campaign, the plan is to control the customer of the enterprise
cars.
● The fifth process of the campaign plan is to control the budget and tasks of the enterprise
company.
● The final process of the campaign is to evaluate the performance of enterprise cars.

Communication 1: Facebook
Step 1. Attention: In this stage, electric cars post their video and images on Facebook which
brings the attention of the customer to buy their product and services.
Step 2.Interests: In this stage, enterprise cars also make an interesting and attractive page on
Facebook to bring interest to customers to buy their products.
Step 3. Desire: In this stage, by studying customers' personal data enterprise can predict the
demand and needs of the customer.
Step 4. Action: In this stage, the enterprise car should end with action which is designed to get
instant feedback from the customer on Facebook.

Communication 2: Instagram
Stage 1. Attention: In this stage, enterprise cars post their product daily and mention their
product in stories to grab the attention of customers to buy their products.
Step 2: Interest: In this stage, enterprise cars make interesting and attractive reels of their
product and post them on Instagram to gain the interest of their customers.
Stage 3: Desire: Customer review and feedback can be corrected through the Instagram
comment section.

5
Stage 4: Action: In this stage, enterprise cars make interesting and attractive reels of their
product and post them on Instagram to gain the action of their customers.

Communication 3: Twitter
Stage 1. Attention: In this stage, enterprise cars tweet knowledge about their product to grab the
attention of their customer.
Stage 2. Interest: In this stage, Enterprise cars tweet convenient messages about products on
Twitter to grab the interest of their customer.
Stage 3. Desire: In this stage, the review from the customer can be improved on Twitter and by
studying customers' personal tweet enterprise can predict the demand and needs of the customer.
Stage 4. Action: In this stage, enterprise cars can tweet interesting and attractive of their product
and post them on Twitter to gain the action of their customers. Influencer marketing can be used
in this stage to influence their actions in favor of the company.

Communication 4: YouTube
Stage 1. Attention: In this stage, electric cars post their video on Youtube which brings the
attention of the customer to buy their product and services.
Stage 2. Interest: In this stage, enterprise cars can also make an interesting and attractive
YouTube channel to bring interest to customers to buy their products.
Stage 3. Desire: In this stage, hiring social media influencers to promote products and services.
Stage 4. Action: In this stage, enterprise cars can post an interesting and attractive video of their
product and post them on Youtube to gain the action of their customers. Influencer marketing
can be used in this stage to effectively reach out to the target audience and to influence their
actions in favor of the company.

Communication 5: Website
Stage 1. Attention: In this stage of the communication process, the company will be posting
attractive and informative content about its products and services on its web page.
Stage 2. Interest: In this stage of the communication process, enterprise cars give attractive data
about their product and services on their web page.

6
Stage 3. Desire: In this stage of the communication process, the company collects data and
priovide it to its customers.
Stage 4. Action: In this stage of the communication process enterprise cars provide their data on
authentic websites.

7
Reflection on Campaign
Digital Marketing not only permits marketers to successfully track their performance but also
provides flexible campaigns and promotions (Desai, 2019). Digital marketers can gain insights
and strive for better decision-making with the assistance of Google Analytics. Marketers can
work anywhere because of digital marketing. Digital marketing is seen as crucial for reaching as
many customers as possible in a short amount of time with minimal investment because of this
high mobility.

8
Conclusion
This report has come to the conclusion that applying the AIDA model of broadcasting helps in
the sales and digital marketing of the campaigns. There are various objectives in the campaign
which helps in digital marketing. There are various measurements to undertake while developing
a product. The 5 examples of the communication process can be applied on Facebook and
Instagram for promoting the products to potential customers. Social media platforms like
Youtube and Tweeter can also assist in digital marketing by attracting a diverse audience.

9
References
da Cunha, J.P., França, J.A., Alvarenga, C.B.D., Alves, G.S. and Antuniassi, U.R., 2020.
Performance of air induction spray nozzle models under different operating conditions.
Engenharia Agrícola, 40, pp.711-718.
Desai, V., 2019. Digital marketing: A review. International Journal of Trend in Scientific
Research and Development, 5(5), pp.196-200.
Dwivedi, Y.K., Rana, N.P., Slade, E.L., Singh, N. and Kizgin, H., 2020. Editorial introduction:
Advances in theory and practice of digital marketing. Journal of Retailing and Consumer
Services, 53, p.101909.
Kinda, J., Bourdot, A., Charpin, L., Michel-Ponnelle, S., Adia, J.L., Thion, R., Legroux, R. and
Benboudjema, F., 2022. Experimental and numerical investigation of drying rate impact on
moisture loss, exchange coefficient and drying shrinkage of cement paste. Construction and
Building Materials, 330, p.127099.
Schäfer, F., Sturdy, J., Mesek, M., Sinek, A., Białecki, R., Ostrowski, Z., Melka, B., Nowak, M.
and Hellevik, L.R., 2022. Uncertainty quantification and sensitivity analysis during the
development and validation of numerical artery models. Scandinavian Simulation Society,
pp.256-262.

10