BMP4004 Contemporary Issues in Marketing Assignment Sample

Maximizing Enterprise Rent-A-Car's Reach and Engagement: A Comprehensive Analysis of Digital Marketing Strategies

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Introduction Of Contemporary Issues in Marketing Assignment 

Digital marketing tools are crucial in contemporary marketing because they enable businesses to reach a vast audience at a lower cost compared to traditional marketing methods. The report is demonstrating the ability to use one of a range of digital marketing tools effectively considering the Enterprise Rent-A-Car as case company. The Reflection is also highlighting the importance and application of digital marketing tools in this report. The Enterprise Rent-A-Car is a car rental corporation that was founded in 1957 and is headquartered in Clayton, Missouri. The company operates in more than 100 countries, with over 7,600 locations worldwide. Enterprise Rent-A-Car is known for its customer service and commitment to making car rental easy and accessible. The company offers a wide range of rental options, including economy cars, SUVs, trucks and luxury vehicles. Enterprise also offers rental options for businesses, with a focus on small and medium-sized enterprises (Saura, 2021).

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One of the key features of Enterprise Rent-A-Car is its "We'll Pick You Up" program, which provides customers with a complimentary pick-up service from their home, office or repair shop. This program has helped to make Enterprise a popular choice for customers who need a rental car while their own car is being repaired. In addition to its rental services, Enterprise has also expanded into the car-sharing market with its Enterprise CarShare program. This program allows members to rent cars by the hour or day, with rates that include fuel, insurance, and maintenance (Desai and Vidyapeeth, 2019). Enterprise Rent-A-Car is a well-established and reputable car rental company that provides a range of rental options and services to meet the needs of customers in a variety of situations.

Campaign of Digital Marketing Communication

Digital marketing allows businesses to attain a wider viewer and connect with potential customers in a more modified and targeted way. A small digital marketing communications campaign helps to endorse a product or service typically involving the use of various digital marketing channels to create a cohesive and targeted message that reaches a specific audience. The use of digital marketing also enables marketers to track and analyze the Performances of their campaigns in real-time, and make adjustments based on data-driven insights (Olson, et. al.2021). The promotional mix is a set of tools and tactics that company use to endorse their products or services to possible consumers. The promotional mix typically consists of personal sales promotion, advertising, selling, public relations, and direct marketing.

The campaign may involve tactics such as search engine optimization (SEO) to get better visibility in search engine consequences page, pay-per-click (PPC) promotion to target specific keywords and social media marketing, demographics, to engage with customers and build brand awareness, email advertising to communicate directly with customers and prospects, and content marketing to generate valuable and revealing contented that can attract and engage potential clientele. To ensure that the campaign is effective, it should have clear goals and objectives, a well-defined target audience, a strong and consistent message across all channels, and a measurable plan for tracking and analyzing results (Herhausen, et. al.2020). In recent years, digital communication channels have become increasingly important for businesses to arrive at and engage with customers. Some of the available digital communication channels include:

  • Social media promotion: This engage using social media platforms such as Face book, LinkedIn, Twitter, and Instagram to endorse products or services, build brand awareness, and connect with customers.
  • Email marketing: This involves distribution promotional e-mail to a targeted list of subscribers, which can comprise special offers, newsletters, and other marketing messages.
  • Content marketing: This involve create important and educational content, such as blog posts, articles, and video, to magnetize and engage potential customers (Pandey, 2021).
  • Search engine optimization (SEO): This involves optimizing a website's contented and organization to advance its visibility and ranking in search engine results pages (Purwanti, 2021).
  • Pay-per-click (PPC) advertising: These involve insertion ads on search engine outcome pages and other websites, and paying only when a user clicks on the ad.
  • Influencer marketing: This involves partnering with influential people on social media or in other digital channels to promote a product or service.
  • Mobile marketing: This involve using mobile plans, such as Smartphone’s and tablets, to attain and connect with clientele through mobile apps, text messaging, and other mobile-specific channels.

The promotional mix is a content of marketing tools and tactics that business use to endorse their products or services to possible consumers. The promotional mix typically consists of five basics:

  • Advertising: This includes any compensated form of endorsement, such as TV, radio, prints, or online ads that reaches a wide audience and promotes a brand, product, or service.
  • Personal selling: This involves one-on-one interaction between a sales representative and a potential customer, where the representative promotes the product or service and attempts to close a sale (Al-azzam and Al-Mizeed, 2021).
  • Sales promotion: These include short-term incentive such as coupons, discounts, contests, or free sample, aimed at hopeful consumers to buy a product or service.
  • Public relations: This involves managing the reputation and image of a company, through various channels such as media relations, events, sponsorships, and other communication efforts.
  • Direct marketing: This involves communicating directly with potential customers, such as through email, mail, or telemarketing, with a specific message or offer.

Each constituent of the promotional mix has its own weaknesses and strengths, and businesses need to carefully select and combine these elements based on their marketing goals, target audience, and budget. A well-planned and executed promotional mix can help businesses to build brand consciousness, attract new clientele, and increase sales and revenue.

Channels of Digital Marketing

Here are 5 examples of digital communications that reveal the understanding of digital marketing tools, as used by Enterprise Rent-A-Car:

  1. Social media marketing: the company maintains an active presence on social media platform such as Facebook, Twitter, and Instagram, where it shares engaging content, responds to customer inquiries, and promotes its products and services.
  2. Email marketing: the company uses email marketing to converse with its customers, sending out newsletters, promotional offers, and other marketing messages to keep customers informed and engaged.
  3. Search engine optimization (SEO): the case company employs SEO strategy to get better its visibility in search engine results pages, using targeted optimizing and keywords its website contented and arrangement to rank superior in search results.
  4. Pay-per-click (PPC) advertising: the corporation uses PPC advertising to aim specific keywords and demographics, introduction ads on search engine results pages and other websites, and paying only while a user click on the ad(Shankar, al.2022).
  5. Mobile marketing: Enterprise Rent-A-Car offers a mobile app that allows customers to easily make reservations, view rental options, and manage their rental experience, providing a seamless and convenient mobile experience for customers on the go.

These examples of digital communications demonstrate how Enterprise Rent-A-Car uses a diversity of digital marketing tools to engage with customers, endorse its products and services, and stay ahead in a competitive marketplace.

The AIDA model

The AIDA model is a common framework used in marketing to guide the development of effective communication messages. The model consists of four stages: Attention, Interest, Desire, and Action. Here's an instance of how the AIDA model can be used to plan the five pieces of communication for Enterprise Rent-A-Car, along with suggested channels (Pourkarim, 2022). The model suggests that to persuade a potential purchaser to take a desired action, a dealer must first grab their concentration, then provide information about the product and services), create a desire or need for it, and finally prompt them to take action.

  • Attention: The first piece of communication should be designed to capture the attention of potential customers. A good way to do this could be through a social media post that features an eye-catching image or video that highlights the benefit of renting a car with the company (Baber, 2022). Alternatively, a display ad on popular search engines or online platforms could also work to attract attention.
  • Interest: Once the attention has been captured, the second piece of communication should be focused on generating interest in Enterprise Rent-A-Car's products and services. An email campaign that highlights the convenience and affordability of rent a car with the company could be an effective way to generate interest.
  • Desire: The third piece of communication should aim to build need for the company’s products and services. An engaging blog post that showcases the benefits of renting a car, such as its flexibility, wide range of options, and excellent customer service, could be a good way to build desire.
  • Action: The fourth piece of communication should encourage potential customers to take action, such as by making a Booking or visiting a nearby rental location (Khalayleh and Al-Hawary, 2022). A targeted PPC ad campaign that includes a clear call-to-action and offers a special discount or promotion could be an effective way to drive action.
  • Follow-up: The fifth piece of communication should be a follow-up message to thank customers for their business and to encourage them to leave feedback or consider rating with Enterprise Rent-A-Car again in the future. An automated email campaign that thanks customers and offers a discount on their next rental could be an effective follow-up channel.

The appropriate channels for each piece of communication will depend on various factor such as the target audience, marketing goals, and budget. However, the suggested channels mentioned above provide a good starting point for planning a comprehensive and effective communication campaign using the AIDA model.

Reflection on the applications of Digital Marketing Communications

Digital marketing tools have become increasingly important in today's business landscape, as more consumers are spending time online and using digital devices to interact with businesses. Digital marketing tools refer to a wide variety of technologies and strategies that businesses can use to endorse their products and services, build brand awareness, engage with customers, and drive sales. The following are some reasons why digital marketing tools are important:

  • Increased outreach: Digital marketing tools enable businesses to reach larger and more diverse viewers than traditional marketing method (Krizanova, al.2019). By leveraging online platforms such as social media, search engines, and email, businesses can connect with prospective customers around the world and target specific demographics based on their interests, behavior, and location.
  • Improved targeting: Digital marketing tools allow businesses to target their marketing efforts more precisely, based on factors such as demographics, location, interests, and behavior. This helps to improve the relevance and effectiveness of marketing messages, resulting in a better return on investment.
  • Improved customer engagement: Digital marketing tools enable business to engage with customers on a more private and interactive level, through channel such as social media, electronic mail, and mobile apps (Chomiak-Orsa and Liszczyk, 2020). This helps to build stronger relationships with customers, increase brand loyalty, and encourage business efficiency.
  • Measurable results: Digital marketing tools provide detailed data and analytics that allow businesses to measure the achievement of their marketing campaigns. This helps to identify areas for improvement and adjust marketing strategies accordingly, resulting in a more effective and efficient marketing program.

Firstly, social media marketing can be an effectual tool for Enterprise Rent-A-Car as it allows them to join with potential consumers, build brand awareness, and drive engagement (López García, et. al. 2019). Enterprise Rent-A-Car can reach a larger audience and encourage them to consider their services when plan for travel. Additionally, social media platforms provide the opportunity for users to share their positive experiences with the case company to increase the chances of boosting the goodwill for the future prospects.

Secondly, email marketing can be an effective tool for Enterprise Rent-A-Car as it allows them to communicate directly with customers and provide adapted offers and promotions (Chen, et. al.2021). Enterprise Rent-A-Car can improve the relevance and effectiveness of their campaigns, resulting in higher open and click-through rates by segmenting their electronic mail list and tailoring their messaging to specific customer groups,.

Thirdly, pay-per-click (PPC) advertising can also be an effective tool for Enterprise Rent-A-Car as it allow them to aim specific keywords and demographics, reaching customers who are energetically searching for car rental services (Caliskan, 2021). By optimizing their PPC campaigns for relevancy and targeting, Enterprise Rent-A-Car can increase their visibility in search engine results page and force traffic to their website.

By utilizing these tools effectively, businesses can increase their visibility, engage with customers, and drive more traffic and revenue to their business (Purbaningsih, et. al. 2022). The significance and application of digital marketing tools cannot be overstated in today's business landscape. These tools enable businesses to connect with customers, differentiate themselves from competitors, and drive business growth by leveraging the latest technological advancements in marketing.

Importance of Digital Marketing Tools

Digital marketing tools are critical for Enterprise Rent-A-Car's success in today's digital age. As a rental car company with a global reach, Enterprise must constantly find ways to connect with customers and differentiate itself from (their) competitors. The following are some reasons why digital marketing tools are important for Enterprise Rent-A-Car:

  • Increased reach: Enterprise can reach a larger and more diverse audience than traditional marketing methods. This includes reaching potential customers in new markets and targeting specific demographics through social media, search engine marketing, and display advertising.
  • Improved targeting: Digital marketing tools allow Enterprise to target its marketing efforts more precisely, based on factors such as location, age, interests, and behavior. This helps to improve the relevance and effectiveness of marketing messages, resulting in a better return on investment.
  • Enhanced buyer engagement: Digital marketing tools enable Enterprise to engage with clientele on a more individual and interactive level, through channel such as media,social email, and mobile apps (Wichmann, al. 2022). This helps to build stronger relationships with customers and encourages repeat business.
  • Measurable results: Digital marketing tools provide detailed analytics and data that allow Enterprise to measure the success of its marketing campaigns in real-time. This helps to identify areas for improvement and adjust marketing strategies accordingly.

Some of the digital marketing tools that are important for Enterprise Rent-A-Car include social media marketing, search engine optimization, email marketing, mobile marketing, and pay-per-click advertising. By leveraging these tools, Enterprise can increase its visibility, engage with customers, and drive more traffic and revenue for its business.


The digital marketing play a crucial role in the success of the company’s marketing strategy. By leveraging various digital channels and tactics, Enterprise Rent-A-Car is able to reach potential customers online, promote its services, and engage with its target audience in a more personalized and targeted way. Enterprise Rent-A-Car's use of digital marketing tools such as social media, email marketing, PPC publicity, and content marketing has allowed them to connect with customers in various stages of the purchase journey, from awareness to consideration to conversion. Their focus on delivering a seamless user experience and providing added value to customers through loyalty programs and partnerships has helped them establish a strong presence in the highly competitive car rental market. At the end it is concluded that digital marketing is a key component of Enterprise Rent-A-Car's marketing strategy, enabling them to stay competitive and effectively accomplish and connect with their target audience.


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