Analysis of Digital Marketing: Integrated Campaign, Stakeholder Relationships, and Professional Practice

Running head: ANALYSIS OF DIGITAL MARKETING
ANALYSIS OF DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

1ANALYSIS OF DIGITAL MARKETING
Table of Contents
Task 1 – Integrated Marketing Campaign......................................................................2
1.1 Evaluation of marketing communication and examination of two methods used
by the organization.................................................................................................................2
1.2 Development of a new integrated marketing campaign for the organization......3
1.3 Description based on the target market and the needs of digital presence...........4
1.4 Suggestions based on three digital marketing based channels that suit the
organization............................................................................................................................5
1.5 Demonstration based on consistency of integrated marketing campaign based
message..................................................................................................................................5
Task 2 – Stakeholder relationships in digital marketing................................................6
2.1 Using marketing campaign evaluation of three internal and external
stakeholders............................................................................................................................6
2.2 Methods of enhancing the stakeholder engagement through digital marketing. .7
2.3 Suggestion of ways based on ethically, socially and culturally appropriate
behaviour that is maintained with the help of stakeholder engagement................................8
Task 3 – Professional practice and motivation..............................................................8
3.1 Skills and abilities of a successful digital marketer.............................................8
3.2 Five skills and abilities for organizations to be successful in digital marketing10
3.3 Recommendations based on two training programs..........................................11
References....................................................................................................................12

2ANALYSIS OF DIGITAL MARKETING
Task 1 – Integrated Marketing Campaign
1.1 Evaluation of marketing communication and examination of two methods used by
the organization
The modern companies use diverse channels and tools in order to develop proper
marketing communication. The different channels which are used for the purpose of
marketing communication are focussed on methods of communicating particular messages to
a desired market. The tools that are mainly related to marketing communication include,
direct marketing, advertising, promotion and communication based on sponsorship. The 4 Ps
of marketing are also considered to be an important of marketing communications that are
done by the organizations (Baltes, 2015).
The two major marketing communication approaches which can be used by Westpac
include,
 Social media channels –Various social media based channels that have been
implemented by Westpac are, Facebook, Twitter, LinkedIn. The channels are
helpful for the proper interaction as well as listening related process which is a
significant part of the communication based on marketing in Westpac. The
engagement of customers with the work process is helped by the usage of
different social media channels (Kannan, 2017).
 Listening to feedback provided by customers – High levels of importance are
provided to the feedback that is offered by customers. The feedback is the
most significant part of the entire marketing communication related process
that has been implemented by the organizations (Alalwan et al., 2017).

3ANALYSIS OF DIGITAL MARKETING
1.2 Development of a new integrated marketing campaign for the organization
The integrated marketing campaign or IMC that has been designed by Westpac Bank
can be named as “Customer Delight”. The marketing campaign can be formed by Westpac is
related to the levels of awareness based on the brand which can be enhanced on a successful
manner. The proper development of a brand based experience is significant for enhancing the
levels of revenues of an organization in the industry. Four important stages which are a part
of marketing campaign of Westpac mainly include the following,
1) Identifying different communication related to marketing – The proper
formation of marketing based communications which can be implemented by
Westpac Banking Corporation are social media based channels and advertising
based activities. The channels based on social media have been used by the
organization already. The development of a dedicated team related to social
media activities are able to increase efficiency levels. Advertising can be used
on the other hand for providing different messages to consumers (Grieco,
Iasevoli & Michelini, 2017).
2) Formation of a communications plan related to marketing – The
communication process in marketing is developed for the purpose of fulfilling
a mission or goal which can be developed by Westpac.
3) Understanding the process of consumer decision-making – The company has
to consider the decisions which are taken by customers. The different issues
which are faced by customers have to be considered within the new
communications plan (Taiminen & Karjaluoto, 2015).
4) Implementing the plan based on marketing communication – The
communications mix which has been developed as a part of integrated
marketing campaign the is related to bonds that can be developed by Westpac