Integrated Communication – Dialog Axiata PLC

Integrated Communication – Dialog Axiata PLC
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Table of Contents
Introduction.................................................................................................................................................2
Task 2 – Briefing Paper...............................................................................................................................2
2(a) Effectiveness of current digital marketing mix.................................................................................2
2(b) Compare and contrast digital marketing mix of other company.......................................................2
2(c) potential opportunities for the firm...................................................................................................3
Task 3 – Digital Marketing Plan..................................................................................................................3
3(a) Recommend vital elements of the digital marketing plan.................................................................3
3(b) Key matrix and methods for measuring the performance.................................................................5
3(c) Benefits of monitoring and measurement of digital marketing activities on firm.............................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7
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Introduction
The paper will discuss the effectiveness of current digital marketing mix of Dialog Axiata and
compare it with digital marketing mix of Pixel Clear.it will also recommend an appropriate
digital marketing plan and key metrics utilized to measure the performance of this plan.
Task 2 – Briefing Paper
2(a) Effectiveness of current digital marketing mix
Dialog Axiata uses several digital marketing activities to promote their products and services
among their customers digitally (Dialog.lk, 2018). These activities are social media marketing,
content marketing, and Search Engine Optimization. The company has a strong social media
presence on Facebook, with a massive number of the fan base. The management encouraged
their customers to upload memes of the products and services of the company. These product and
services are regularly [promoted using their official website and these social media channels. The
content of their site is updated periodically to attract and retain their customers. This content can
easily access by the visitors visiting their social media pages and their official website (Jackson
and Ahuja, 2016). It is suitable to attract more customers towards the products and services of
the company. They also Search Engine Optimization to ensure that their website ranks a good
position in the results of search engine. This method allows the company to increase the number
of visitors to their website effectively. It is a cost-effective process which helps the company to
grow their business effectively.
These activities provide a suitable mechanism for the firm to increase their overall revenue by
improving their total sales. Social media helps the management to connect with their customers
as well as listen to their queries. Their digital marketing activities also support the administration
to develop better quality products and services (Tiago and Veríssimo, 2014). Their social media
marketing activity allows them to provide information about their products and services to their
respective customers. Thus it acts as a useful tool to promote and increase the brand name of the
company in the market. However, sometimes the complaints and queries of the customers posted
on their social media pages remain unanswered. It is the only weakness, thus decreasing the
effectiveness of their social media marketing activity.
2(b) Compare and contrast digital marketing mix of other company
Pixel Clear is a digital marketing company with a wide range of digital marketing services like
consulting, email marketing, social media marketing among other services (Pixelclear.lk, 2018).
The company provides business to business services. The digital marketing activities used by
them are social media marketing, content marketing, Search Engine Optimization, email
marketing, and online paid advertisements. Their Search Engine Optimization allows the website
to be in the first position when searched in a search engine. Thus it effectively attracts some
prospective customers towards their website. Their website provides easy access to the relevant
information about their products and services. Good quality content is presented on their website
which is updated on a regular basis. Thus the customers always get relevant and fresh content
about their products and services from their website. This strategy effectively allows them to
attract business organizations to use their services. It is a cost-effective activity and thus suitable
for the company. They also have an active social media presence which allows them to connect
with their customers. They also use email marketing to send professionally designed email
newsletters to their respective customers. Along with social media marketing, it helps them to
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