Digital Marketing Strategies of CBA

This assignment requires an analysis of the digital marketing strategies used by the Commonwealth Bank of Australia. The assessment should take into account the bank's recent involvement in a money laundering case and how it has been managing its reputation through digital channels. The prompt also mentions that the bank's marketing schemes are well-regarded, suggesting a focus on examining their effectiveness.

Running head: DIGITAL MARKETING
Digital Marketing
Name of the Student:
Name of the University:
Author note:

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Executive Summary
In this report, the digital marketing concept will be discussed elaborately. The digital
marketing will be introduced with the help of an organisation. The reasons behind
making the brand unsuccessful in the world of the digital marketing will also be
elaborately explained. The implementation of the social media in the strategy of the
digital media will also be explained.

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Introduction
The digital marketing refers to the various advertisements that is delivered
through the use of the different channels in a digital way such as the websites, social
media, search engines, mobile apps and the emails. In the world of digital marketing,
there are different activities that may not be agreed upon universally and has its
primary focus on the paid search, SEO, Content marketing, Social media Marketing
and so on. In this report, the primary focus will be on the digital marketing with
respect to an organisation that is the Commonwealth Bank of Australia. The social
sites like the Facebook, Twitter and Instagram will be reflected in the light of the
Commonwealth Bank.
Digital marketing
The commonwealth bank of Australia has reconstructed its plan in the operations
of the digital marketing after the online officer and the former chief of marketing,
Andy Lark departed in May. With the help of the digital marketing team, the Bank
has enabled itself to deliver further solutions and making the investment enable and
deliver solutions that is digitally across the different aspects of the Bank that includes
the Wealth, Business and retail management (Yasmin, Tasneem and Fatema 2015).
The team was lead by Liza Frazier that made it responsible to launch and create
the Bank’s MyWealth platform that was quite early to the year 2017. the Bank was
even charged allegedly that hardly any steps was taken when the ATMs were accused
of making a large amount that is the breach in the money laundering case and the
financial laws of terrorism that involves transactions by failing to monitor these
aspects. With the help of the digital media, the Commonwealth Bank has gained an
importance in the society (Karjaluoto and Ulkuniemi 2015). The digital media helps
the bank to become a face in the society, through it the people can easily recognize it

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and a sort of promotion can be done with its help. The Commonwealth Bank does not
use it as actively as it is supposed to in the world of the digital marketing and hence
its followers are not much. Active participation is highly required so that people gets
to know about what is happening around and the activities of the Commonwealth
Bank. Without being highly active in the social world no brand can develop itself and
reach to the people (Yasmin, Tasneem and Fatema, 2015). People might forget if the
company does not refresh about its works to its customers.
Target customers
The target customers are usually the people like the middle class, who keeps the
money in the banks. The bank can be availed at any point of time in the day. Some of
the events like money laundering and others that arose recently is all due to the
different aspects on how the integral system of the bank is weak (Stephen 2016). The
different customers vary in their class and some of them are even victims due to the
weak integrated system of the Bank.
Facebook theory
The Facebook is a social site and its theory lies in the fact that the more through
these digital sites the organization is promoted the much easy it becomes for its
promotion. Promotion is a process by which the customers gets to know about an
organisation and digital marketing is the same things but through the help of the
digital media and that can be the social medias even that is used in the recent days
(Grishikashvili, Dibb and Meadows 2014).
Without digital marketing hardly any organisation can stand on its own. It needs
to interact with the pubic on the grounds of the public, communication here plays an
important part. The Facebook is a social media and the Commonwealth bank has a
huge follower in there and through this medium the people can easily communicate

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their queries along with different suggestion in this page. The ultimate aim to use this
medium is that they become digitally recognised (Chaffey, Smith and Smith 2013).
The address, pages, suggestions, posts, messages all can be done at a go in the
Facebook page.
Fig 1: Facebook page of Commonwealth Bank
Instagram
The instagram account is all about posting pictures. One can post their daily
deeds in this site and people may react to it, follow it and also comment (Cheyne et al.
2016). There is a separate team in the office who are responsible for the digital
marketing of the Commonwealth Bank (Leeflang et al. 2014). The Commonwealth
Bank is a public sector bank and the people would like to hear about the different
updates from the organisation.. Even if a massacare happens it is whole responsible of
the digital marketing team to uphold the reputation of the organisation at any cost.
The instagram has been in recent days that it has become so popular, Facebook ruled
the market for long 4 years. The instagram is a highly appreciated social cite where
the people can posts their photos of something eventful or interesting (Royle and
Laing 2014). Instagram followers are not much high of the Commonwealth Bank and
one can find it @commbank. Videos and photos are shared but the account seems not

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much highly active.
Twitter
This social site is primarily a use for the people who like to share something in a
very brief words (Armstrong et al. 2015). The employers of the Commonwealth Bank
can easily avail this Twitter and tweet about their days or anything they wish to. Its
followers will be able to follow it, re tweet it and then share it. Pictures can also be
shred the Twitter is an account that is very briefly one has to share its thoughts in the
social media. The Commonwealth Bank has a lot of followers in the Twitter account,
where they are known for its renowned name (Järvinen and Karjaluoto 2015). The
twitter account is always handled by top officials who are willing to share their daily
life in the Bank or may be an interesting thing that happened in the Bank can all be
expressed through this Twitter account. Twitter account is something that is very user
friendly and people are interested to know what is happening and only this account
can bee updated daily. Being active in this digital world is quite necessary to show the
stand of the organisation and remind in the minds of the people that such kind of
Bank. Showing off their daily activity is a potential of the organisation (Ryan 2016).
Conclusion
From the above report, Instagram, Facebook and the Twitter account has been
described with focus to the digital marketing. The Commonwealth Bank has been
described with an eye on the world of the digital marketing. It is seen that the
Commonwealth Bank of Australia is quite famous and has a huge number of
followers inspite of the fact that recently it was accused of a money laundering case.
The root of the Bank is quite strong and hence it will take time to ruin its reputation
and its marketing schemes are also rare and highly appreciated by the managing
directors of the organisation.

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