Assignment Sample on Contemporary Issues in Marketing
1. Introduction
Enterprise cars will conduct a digital promoting campaign to promote their car rental service for the disabled persons to approach a huge number of customers who are physically disabled in a convincing way through social media platforms. This study will be based on the digital promotion plan to enhance the engagement rate with such people and arouse the booking quantity for the service. The study will assess the procedure of implementing the digital campaign plan based on AIDA model and the factors that can improve the quality of campaign to reach the maximum number of physically challenged persons. It is also going to evaluate the target market and the measures of success of the campaign as well.
2. Overview of business service
Enterprise Cars is a leading company of the United Kingdom that provides car rental service. The persons who are physically disabled also have the option to hire a car for their use from the official website of the company (enterprise.co.uk, 2021). Disabled persons can confide in the service as they are being provided the same car as per their selection with an experienced and skilful driver. A variety of cars are available here such as Sedan, SUV, Van, Electric car and many more therefore, there are so many options for selecting a car. The online procedure of booking cars is very comfortable to access and all kinds of online payment options are accepted here. Enterprise Cars always try to provide the best quality car and service at the reasonable price.
3. Evaluating promotional mix and available digital communicating channel
As per the consideration of developing the engagement rate with disabled persons and setting a rich target market, it is important to Enterprise cars to evaluate their digital promotional strategies. The company is focusing on various digital platforms to establish communication and connection with the disabled persons who are interested in renting cars (Marhayanie et al. 2018). In the meantime, the social media sites became very popular as the platform of online promotion of business. Enterprise cars have decided to promote their car service for the disabled persons based on the AIDA model through 5 different websites and social media. The Company is going to use their own website and various social media platforms such as Facebook, YouTube, LinkedIN and Pinterest as well. Enterprise Cars has planned to provide sensational advertising and informative pop-up notifications through selected social media platforms mentioned above. Therefore, it can arouse the engagement rate with the disabled persons on the car rental services which help to increase the sales rate and sustainable growth of the company.
3.1 Analysing sustainability of digital communication channel to reach objectives
In the purpose of achieving sustainable growth and reaching the maximum number of disabled persons, Enterprise cars choose the way of digital marketing. Digital marketing includes the exclusive advertisement and short clips which are attractive and informative as well (Marhayanie et al. 2018). The advertisement will give information on the procedure of booking car service, the benefits of the service and the best deal provided by the company. It will arouse the interest to hire a rental car for disabled persons. The information about the drivers also mentioned in the websites.
4. Developing digital communications plan
4.1 Objective of business
- To develop awareness and create a trend of car rental service in the maximum numbers of disabled persons in the UK.
- To create better engagement with the disabled people who are interested in hiring cars through all the social media platforms.
- To increase online booking activity of the service through the websites.
- To enhance the rate of sale and sustainable growth in business.
4.2 Describing importance of applying digital marketing tools in contemporary marketing
As per the consideration of Giovannelli, (2018),nowadays, where Social media platforms become sensations to people of all ages, it is important to focus on digital marketing for expanding the customer base and reaching the maximum number of people (Fuller, 2018). Enterprise cars have decided to promote their car rental services for the disabled persons digitally on their official websites and different social media platforms. Digital promotion plan is a convincing way to reach the maximum potential customer in a short period of time. Therefore, it helps to promote customer engagement and increase the sale percentage.
4.3 AIDA model to plan the 5 pieces of communication
The digital communication plans have been developed based on the AIDA model . It helps to enhance the customer engagement and grow interest in the disabled persons to hire cars for rent (Marhayanie et al. 2018). The components of AIDA model have been evaluated in the below section:
- Attention: Attract a huge number of physically challenged customers by providing sensational advertisements and pop-up notifications to YouTube channels, Facebook, LinkedIN and P{interest, which can arouse interests in the customers.
- Interest: Arouse interest in people by making attractive videos, pop-up notifications and advt. and giving them brief service details such as the way of online car booking, all the benefits of the services and many more.
- Desire: Increasing desire in customers by providing the details of rental services and allowing them to know about the best offers for them (Giovannelli, 2018). Provide the information of best deals and the easy booking procedure of hiring vehicles and drivers, therefore the desire to hire the car service will develop in customers.
- Action: The potential disabled customers are encouraged to book the car service by accessing the official website of the company. The links provided on their website encourage the customers to follow the social media pages.
Enterprise cars have decided to apply AIDA models to communicate with its potential disabled customers through official websites (enterprise.co.uk, 2021) and social media platforms. Facebook, LinkedIN, Pinterest and YouTube are the social media platforms they chose for the digital marketing campaign. The company attracts the disabled persons by providing sensational advertisements and pop-up notifications on the mentioned social platforms (Giovannelli, 2018). The car renting service details and the best deals which are being shown in advt. arise interest in the physically challenged people,which helps to raise the customer engagement rate above 15%.
4.4 Suggestion on best practice of digital marketing
- Digital marketing through social media includes advertisement, video clips and pop-up notifications which create awareness on the service among the people. As per the view of Fuller, (2018) the advt. should be precise and attractive, must contain all the information about car rental service for the disabled persons.
- The online content and advertisements must be sensational and shouldn’t be too lengthy as many of the potential customers can lose their interest and skip the advertisement.
4.5 Target market
The service of car renting for disabled persons is available at the official website of the Enterprise cars. This service is looking to set a market of persons who are physically challenged (Giovannelli, 2018). The customer of different ages with disability can select their desired car as well as the experienced driver from the website as per their financial condition. Digital promoting plans through different social media platforms help the company to reach its maximum customer and set a rich target market.
4.6 Campaign measures of success
- Customer engagement growth can measure as the success of the digital campaign.
- Increasing in the counting of views and reactions in the advertisement videos will be judged as the success of the campaign.
- Growth in sales percentage and online service booking will be considered as the success of the campaign.
5. Conclusion
Enterprise cars Provides car rental service to the disabled persons of every age, regarding their selection and financial range. The study has been focused on the digital promotion strategies for the Enterprise cars by using its own websites and other social media platforms. The main objective of this digital promotion is to reach to the disables persons as much as possible, who are interested in hiring a car. In this study, the campaign for promoting the Car rental service for disabled personshavebeen evaluated appropriately. The promotional strategies that should be taken to reach the maximum potential disabled customers to enhance the target market in the United Kingdom has been evaluated.
References
Journals
Giovannelli, E., 2018. Long term rental in the automotive industry: digital tools and strategies to create a lead generation campaign. Varius Project case study (Bachelor’s thesis, UniversitàCa’FoscariVenezia).
Penney, J., 2017. Social media and citizen participation in “official” and “unofficial” electoral promotion: A structural analysis of the 2016 Bernie Sanders digital campaign. Journal of communication, 67(3), pp.402-423.
Fuller, G., 2018. Enthusiasm for making a difference: Adapting data journalism skills for digital campaigning. Asia Pacific Media Educator, 28(1), pp.112-123.
Tham, J.C., 2020. How Does Digital Campaigning Affect the Problems of Political Finance?. Based on Joo-Cheong Tham,” How does digital campaigning affect the problems of political finance.
Marhayanie, M., Ismail, M. and Muda, I., 2018, January. Impact of Smartphone Features on” Omset” Services Online Car Rental. In 1st Economics and Business International Conference 2017 (EBIC 2017) (pp. 278-281). Atlantis Press.
Kiran, K.U. and Arumugam, T., 2020, December. Role of programmatic advertising on effective digital promotion strategy: A conceptual framework. In Journal of Physics: Conference Series (Vol. 1716, No. 1, p. 012032). IOP Publishing.
Websites
enterprise.co.uk, (2021), home page, available from: https://www.enterprise.co.uk/en/home.html, [accessed on: 10th May, 2021]
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