Integrated Communication: Dialog Axiata PLC Digital Marketing Plan

This report provides a comprehensive analysis of Dialog Axiata PLC's digital marketing strategies. It begins by assessing the effectiveness of their current digital marketing mix, which includes social media marketing, content marketing, and SEO. The report then compares Dialog Axiata's approach with that of Pixel Clear, a digital marketing company, highlighting differences in strategies such as the use of email marketing and online paid advertisements. Following the comparison, the report identifies potential opportunities for Dialog Axiata, such as implementing marketing automation through email and chatbots. The core of the report is a recommended digital marketing plan, detailing customer segmentation based on psychographics, specific digital marketing objectives, a proposed marketing mix (product, place, price, promotion), and the integration of digital and offline marketing efforts. The report concludes by outlining key metrics and methods for measuring the performance of the digital marketing plan, focusing on traffic and website conversion rate metrics to assess the effectiveness of the company's campaigns and drive improvements.

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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increase the number of their online audience of the company. Online advertisements are also
effective mechanism as it provides information about the size of their potential audience. It is
also a suitable process of generating leads, sales, and direct traffic to the website and offers
greater flexibility of the company. These activities help the company to promote their products
and services among businesses as well as design better versions of them using the feedback
gathered from their social media pages.
Dialog Axiata, on the other hand, uses only social media marketing, content marketing, and
Search Engine Optimization to attract some customers. By comparing the digital marketing
activities of both these companies, it can be seen, the website of Pixel Clear has a higher rank in
the results of the search engine. Thus, their website is useful to attract more customers and
generate more leads (Jena and Panda, 2017). The company can attract more customers by using
email marketing and online paid advertisements. The content on the websites and social; media
pages of both these companies is of high quality and easily accessible. It is regularly updated, to
provide latest data about their new products and services. Their social media marketing strategy
is equally valid, as both of them have a strong brand presence on social media and huge fan base.
However, Dialog Axiata sometimes fails to answer the queries and complaints of their customers
(Wood, 2015). Their product and services are promoted effectively on their website and their
social media pages. Both of these companies use these activities to collect feedback from their
respective customers and develop better quality products and services.
2(c) potential opportunities for the firm
Marketing automation is a process in which software is used to automate a repetitive task related
to digital marketing activities of a business organization. Dialog Axiata can use email marketing
activities to increase the number of customers. They can automate their emails to send messages
to their customers at a specific time in response to the actions of these customers. They can
automate their emails to send messages to their customers whenever they pay for their products
and services (Wang, Malthouse, Calder and Uzunoglu, 2017). These emails can allow the
customers to know whether their payment is successfully processed or not. They can also use
automated chat-bots to answer the queries of the customers of the company. Thus they can
increase the level of customer satisfaction with the firm. It will improve the efficiency of the
firm, and the speed of their response will increase (Heimbach, Kostyra and Hinz, 2015). In
future, consumers will be able to maintain a healthy relationship with the firm without even
talking with a human representative. This automation will help the company to increase their
overall sales and profitability. The nurtured leads generated from this automation will increase
sales opportunities for the company.
Task 3 – Digital Marketing Plan
3(a) Recommend vital elements of the digital marketing plan
Customer segment
The chosen customer segment for the digital marketing is based on the psychographic
segmentation. It helps the organization to section their customers through their different
personality and interest. In this process, the organization can provide suitable product design to
their customers and also offer them useful information on the products with the help of digital
marketing (Kumar, Bezawada, R., Rishika, Janakiraman, and Kannan, 2016). Being in the
telecommunication industry the primary target of customers are the people who prefer to use
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internet service and also telephony. The organization also segment their customers according to
their need and their buying behavior. This helps the firm to maintain adequate growth within the
market and provide suitable business within the market. The target customer’s base of people
using internet helps the firm to support their position within the market.
Digital marketing objectives
The objective for the digital marketing are as follows:
 To increase the number of website visit within next six months
 To increase the market share of the firm in the financial year 2018-2019
Digital marketing mix
Product: The core product that is provided to the segmented customers are the internet services
along with talk-time. The organization provides research card that is fully packed with suitable
offers, talk-time and internet facility for the customers.
Place: The organization uses the official website as well as the social media sites, LinkedIn and
other internet companies that provide suitable marketing option for the firm. In the official
website of Dialog Axiata, they offer their new plan and their prices according to the need of the
customers. In social media sites also they provide suitable advertisement video of their product.
Price: The price of the product range according to the need of the customers and also on the
Internet Data that is being processed. The cost of the prepaid card is 100 rs and 200 rs for 30
days validity, 500 rs for 60 days validity and 1000 rs for 90 days validity.
Promotion: The organization provides the search engine optimization and also internet
optimization for the development of their product with the help of digital marketing. Suitable
campaign and promotion on online effectively allow the firm to maintain their product within the
market.
Integration of digital marketing mix and offline marketing mix
The digital marketing mix of the firm is getting integrated with the offline marketing mix as the
product is physical products and also the campaign is done physically (Pauwels, Aksehirli, and
Lackman, 2016). After the completion of the campaign, the video is then uploaded to the various
internet sites to maintain the process of digital marketing process within the organization. The
marketing process of the firm is quite useful and this helps them to attract numerous customers.
With the help of search engine optimization along with the social media marketing, the
organization can effectively improve their business within the market. It is one of the best ways
within the firm to maintain their products and their marketing strategy. Online marketing along
with the offline marketing of the firm allows them to capture numerous customers with their
pricing strategy and also with the help of promotional strategy. The best way within the
organization is to develop their suitable and effective product for the benefits of the firm to
maintain their marketing concept.
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3(b) Key matrix and methods for measuring the performance
Dialog Axiata PLC is one of the largest telecommunication industry in Sri Lanka, and for
regulating the digital marketing performance, they can use different kinds of metrics and
methods. One of the suitable parameters this telecommunication company can use will be the
‘traffic metric.' This metric is used to measure the traffic of the main website with the help of
search engine optimization (SEO) process, and detailed information can be seen at the individual
pay-per-click (PPC) campaigns (Ashley, and Tuten, 2015). The company should use this metric
to track and monitor the effectiveness of the campaign, and this helps them to measure the
number of consumers visited their site. The traffic metric will also helpful for the company for
segmenting traffic sources by pinpointing which method should they use to increase their
marketing campaigns. The use of this metric helps the telecommunication company to see the
direct visitors by simply typing the URL into their browser. Apart from this the metric helps the
company to track the ratio of the new visitors and return visitors. Another metric that should be
used by this telecommunication company is ‘website conversion rate metric.' This conversion
rate metric shows the percentage of the visitors to the website and it helps them in taking
required actions for increasing the number of consumers (Kannan, 2017).
The action that is required to increase the number of consumers for the firm will be; signing up
for trial, subscribing to a course, downloading an eBook, mobile app or so on. This metric is very
helpful for determining website optimization procedure, and it helps the firm to increase their
performance level that can attract the considerable number of consumers' towards their company.
Also with the help of this metric the firm should boost their sales rate over the market. A high
conversion rate can attract the right consumer for the firm and make the journey more accessible
to consumers for choosing the right services. One of the most important metrics that should use
by this telecommunication company is the ‘social media engagement rate metric’. This metric
calculated the data and statistics and increased the social media marketing performance of the
firm. From this metric, the number of endorsement action for a ‘post’ by the firm can be
determined quickly and this helps the firm to increase their engagement rate with the consumers
(Buhalis and Mamalakis, 2015). The method that can be used to undertake the measure is Google
analytics method. This method will help the firm to understand the consumers and also helps to
strengthen their marketing strategy (Dawkins, 2016). It is seen that Google Analytics can
uncover the massive amount of data from the website that help this telecommunication company
to increase their business and marketing development strategies.
3(c) Benefits of monitoring and measurement of digital marketing activities on firm
Digital marketing technique is the most effective way to market the business and engage the
consumers with the firm (Zettelmeyer, and Merkley, 2017). The significant benefits of digital
marketing technique by Dialog Axiata PLC are as follows:
Strategize with valuable analytics and data: The google analytics track the information about
the website of the company (Järvinen, and Karjaluoto, 2015). This will help this
telecommunication company to know about the number of people visiting their website and also
determine the source of traffic on the site. For decreasing the traffic, the company should make
the proper strategy which helps the consumer to use the company website without having any
issue.
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Measurable and trackable results: The marketing metric tools help this telecommunication
industry to make their campaign easier over the global market. The use of this marketing tool is
to get detailed information about the consumer respond of the advertisement given at the
company website. This helps the company to know about the consumer needs, and they can
provide services as per their choice.
Improving conversion rate: The Company should reach the consumer at any time in any
geographic location with the help of digital marketing. Besides this, it is a better idea to send an
email and advertisement in the social media that influence the consumer to know about the firm.
With this type of interaction, the company increases their conversion rates.
Conclusion
The paper concludes the facts that digital marketing is useful for the organization Dialog Axiata
to increase their customers' base and also to maintain a valid position within the market. The
organization effectively use search engine optimization along with the social media marketing to
attract their segmented customers.
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