Digital Marketing Communication for Commonwealth Bank of Australia

Running head: DIGITAL MARKETING COMMUNICATION
Digital marketing communication

DIGITAL MARKETING COMMUNICATION 2
Executive summary
The main aim of this research is to generate the digital marketing communication in order to
attain the get the higher profit in commonwealth bank of Australia. Apart from this, this report
evaluates the competitive assessment that is practiced for assessing the competitive position of
commonwealth Australian bank. Porter’s five force model is used to examine the actual
competitive position of banking industry. Along with this, SWOT assessment is executed to
evaluate the internal condition related to commonwealth bank of Australia. Company will target
the urban people for selling the products and services. Along with this, there are also some
approaches for endorsing the campaign of social media like earned media, paid media design and
owned media design with placement. It would lead to get competitive benefits. This report found
that there are different digital marketing communication techniques that can be implemented in
commonwealth bank of Australia. These strategies can be content marketing, search engine
marketing, and e-mail marketing, and social media management. It is demonstrated that
monitoring and control tool is practiced for effectively deal with the companies.

DIGITAL MARKETING COMMUNICATION 3
Table of Contents
Executive summary.........................................................................................................................2
Introduction......................................................................................................................................4
Company introduction.....................................................................................................................4
Competitive analysis........................................................................................................................4
Threats of New Entrants..............................................................................................................4
Bargaining Power of Suppliers....................................................................................................5
Bargaining Power of Buyers........................................................................................................5
Threats of Substitute Products or Services..................................................................................5
Rivalry among the Existing Competitors.....................................................................................6
SWOT analysis................................................................................................................................6
Identification of Target market (s) and relevant Branding and positioning strategies....................7
The strategy of a social media campaign.........................................................................................7
Owned Media Design & Placement.............................................................................................8
Paid Media Design & Placement.................................................................................................8
Earned Media & Social Listening Plan........................................................................................9
Digital marketing communication objectives..................................................................................9
Digital marketing communication Mix plan....................................................................................9
Content Marketing.......................................................................................................................9
Social media management...........................................................................................................9
Email Marketing........................................................................................................................10
SEO (search engine optimization).............................................................................................11
Monitoring and control..................................................................................................................11
Conclusion.....................................................................................................................................11
References......................................................................................................................................13
Appendix 1.....................................................................................................................................15

DIGITAL MARKETING COMMUNICATION 4
Introduction
This report demonstrates a brief discussion about commonwealth bank of Australia. It also
explains the competitive position and SWOT assessment. Furthermore, it also demonstrates the
objective of digital marketing and also illustrates the positioning, branding and targeting
strategies. In addition, this report demonstrates the digital marketing communication objectives
and DMC strategies for commonwealth bank of Australia. It also explains the control and
monitoring approaches for corporation.
Company introduction
Commonwealth Bank of Australia was founded in the time period of 1911 under the
commonwealth bank act. However, it has processed and operated in the year of 1012. This bank
is certified for conducting different kinds of banking business such as general banking business
and saving banking business. Under the existing situation, commonwealth bank has enlarged
their business such as there are now more than 52000 of workforces and over 800,00
shareholders who are dealing in this bank. This bank offers a high range of financial plan in
order to carry out all Australians and diminishes their financial issues (Commonwealth Bank of
Australia, 2016).
Competitive analysis
Threats of New Entrants
In the Australian banking industry, the threat of new entrants is high. Because, new entrants
generate innovation and implement a new technique to deal in the business so, it could create
complexity for commonwealth bank of Australia. New entrants can practice the lower pricing
strategy and providing new value proposition and reduces the cost to persuade the high amount