MKG203: Digital Marketing Communications

Running head: DIGITAL MARKETING COMMUNICATIONS
Digital Marketing Communications

DIGITAL MARKETING COMMUNICATIONS 2
Executive summary
The key purpose of this investigation is to create the digital marketing communication for
commonwealth bank of Australia. Moreover, this report founds that competitive analysis is used
to assess the competitive situation of commonwealth bank of Australia. It also uses Porter's five
force models for analyzing the bargaining power of buyer and customers, threat of new entrants
and substitutes and competition among rivalry. SWOT analysis is implemented for assessing the
internal position of the Commonwealth Bank of Australia. It is found that commonwealth bank
targeted the urban people to sell their products and services. There are also certain strategies to
promote the social media campaign such as owned media design and placement, paid media
design and placement and earned media and social listening plan in order to obtain higher
competitive advantageous. There are certain digital marketing communication tools that could be
applied by commonwealth bank of Australia such as social media management, email marketing,
search engine optimization (SEO), content marketing and search engine marketing (SEO). In
addition, monitoring and control technique is used to significantly deal with the business.

DIGITAL MARKETING COMMUNICATIONS 3
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Company introduction.................................................................................................................................4
Competitive analysis...................................................................................................................................4
Threats of New Entrants..........................................................................................................................4
Bargaining Power of Suppliers................................................................................................................4
Bargaining Power of Buyers....................................................................................................................5
Threats of Substitute Products or Services...............................................................................................5
Rivalry among the Existing Competitors.................................................................................................5
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 and Placement......................................................................................................8
Paid Media Design and Placement..........................................................................................................8
Earned Media and 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
Search Engine Marketing (SEM)...........................................................................................................11
Monitoring and control..............................................................................................................................11
Conclusion.................................................................................................................................................12
References.................................................................................................................................................13
Appendix 1................................................................................................................................................15
Appendix 2................................................................................................................................................15

DIGITAL MARKETING COMMUNICATIONS 4
Introduction
This report presents a brief overview of the Commonwealth Bank of Australia. It also discusses
the competitive position and SWOT analysis. This report also illustrates the objective of digital
marketing and describes the targeting, positioning and branding approaches. Moreover, it
explains the digital marketing communication strategy for commonwealth bank of Australia. It
also discusses the monitoring and control approaches for the company.
Company introduction
Under Commonwealth bank act, Commonwealth Bank of Australia was established in the year
of 1911 and started their processes and functions in 1912. This bank is authorized to conduct
both types of banking business named, savings banking and general banking business. In the
current era, the business of Commonwealth bank has developed faster as 52000 employees and
almost 800,000 stockholders are working in this bank. Commonwealth Bank provides a broad
range of financial schemes to support all Australians and declines their financial problems
(Commonwealth Bank of Australia, 2016).
Competitive analysis
Threats of New Entrants
Threats of new entrants are high in the banking industry of Australia. Since, new entrants in
banks create innovation and uses a new method of performing things hence it puts pressure on
commonwealth bank of Australia. New entrants can use lower pricing strategy, offering new
value propositions, and declines cost to pull the attention of a large number of consumers. Hence,
there is need to commonwealth bank of Australia to overcome these challenges and develops an
effective barrier to safeguard its rivalry edge (Karjaluoto, Mustonen, and Ulkuniemi, 2015).
Bargaining Power of Suppliers