NZDB 640 Digital Marketing: Integrated Campaign, Stakeholders & Ethics

This report provides a detailed analysis of digital marketing strategies, focusing on integrated marketing campaigns and stakeholder engagement. It evaluates marketing communication methods used by organizations like Westpac, develops a new integrated marketing campaign, and describes the target market and digital presence needs. The report suggests suitable digital marketing channels, demonstrates message consistency, and examines stakeholder relationships. Furthermore, it explores methods for enhancing stakeholder engagement through digital marketing, suggests ethically and socially responsible behavior, and discusses the skills and abilities of a successful digital marketer. The report concludes with recommendations for training programs to enhance digital marketing capabilities. Desklib offers a wealth of similar resources for students.

Running head: ANALYSIS OF DIGITAL MARKETING
ANALYSIS OF DIGITAL MARKETING
Name of the Student
Name of the University
Author Note

1ANALYSIS OF DIGITAL MARKETING
Table of Contents
Task 1 – Integrated Marketing Campaign......................................................................2
1.1 Evaluation of marketing communication and examination of two methods used
by the organization.................................................................................................................2
1.2 Development of a new integrated marketing campaign for the organization......3
1.3 Description based on the target market and the needs of digital presence...........4
1.4 Suggestions based on three digital marketing based channels that suit the
organization............................................................................................................................5
1.5 Demonstration based on consistency of integrated marketing campaign based
message..................................................................................................................................5
Task 2 – Stakeholder relationships in digital marketing................................................6
2.1 Using marketing campaign evaluation of three internal and external
stakeholders............................................................................................................................6
2.2 Methods of enhancing the stakeholder engagement through digital marketing. .7
2.3 Suggestion of ways based on ethically, socially and culturally appropriate
behaviour that is maintained with the help of stakeholder engagement................................8
Task 3 – Professional practice and motivation..............................................................8
3.1 Skills and abilities of a successful digital marketer.............................................8
3.2 Five skills and abilities for organizations to be successful in digital marketing10
3.3 Recommendations based on two training programs..........................................11
References....................................................................................................................12

2ANALYSIS OF DIGITAL MARKETING
Task 1 – Integrated Marketing Campaign
1.1 Evaluation of marketing communication and examination of two methods used by
the organization
The modern companies use diverse channels and tools in order to develop proper
marketing communication. The different channels which are used for the purpose of
marketing communication are focussed on methods of communicating particular messages to
a desired market. The tools that are mainly related to marketing communication include,
direct marketing, advertising, promotion and communication based on sponsorship. The 4 Ps
of marketing are also considered to be an important of marketing communications that are
done by the organizations (Baltes, 2015).
The two major marketing communication approaches which can be used by Westpac
include,
 Social media channels –Various social media based channels that have been
implemented by Westpac are, Facebook, Twitter, LinkedIn. The channels are
helpful for the proper interaction as well as listening related process which is a
significant part of the communication based on marketing in Westpac. The
engagement of customers with the work process is helped by the usage of
different social media channels (Kannan, 2017).
 Listening to feedback provided by customers – High levels of importance are
provided to the feedback that is offered by customers. The feedback is the
most significant part of the entire marketing communication related process
that has been implemented by the organizations (Alalwan et al., 2017).

3ANALYSIS OF DIGITAL MARKETING
1.2 Development of a new integrated marketing campaign for the organization
The integrated marketing campaign or IMC that has been designed by Westpac Bank
can be named as “Customer Delight”. The marketing campaign can be formed by Westpac is
related to the levels of awareness based on the brand which can be enhanced on a successful
manner. The proper development of a brand based experience is significant for enhancing the
levels of revenues of an organization in the industry. Four important stages which are a part
of marketing campaign of Westpac mainly include the following,
1) Identifying different communication related to marketing – The proper
formation of marketing based communications which can be implemented by
Westpac Banking Corporation are social media based channels and advertising
based activities. The channels based on social media have been used by the
organization already. The development of a dedicated team related to social
media activities are able to increase efficiency levels. Advertising can be used
on the other hand for providing different messages to consumers (Grieco,
Iasevoli & Michelini, 2017).
2) Formation of a communications plan related to marketing – The
communication process in marketing is developed for the purpose of fulfilling
a mission or goal which can be developed by Westpac.
3) Understanding the process of consumer decision-making – The company has
to consider the decisions which are taken by customers. The different issues
which are faced by customers have to be considered within the new
communications plan (Taiminen & Karjaluoto, 2015).
4) Implementing the plan based on marketing communication – The
communications mix which has been developed as a part of integrated
marketing campaign the is related to bonds that can be developed by Westpac

4ANALYSIS OF DIGITAL MARKETING
with the customers The engagement levels of customers with Westpac is also
an important part of the process (Ryan, 2016).
1.3 Description based on the target market and the needs of digital presence
The most significant target market of the Westpac Banking Corporation is related to
the business related group of customers. The high profile customers or the high advocates of
the organization are high in comparison to other organizations that are a part of the same
sector. A major requirement which is based on effective digital presence of Westpac Bank is
high for the purpose of increasing engagement levels of customers. This is able to play a
important part in proper maintenance of the position of Westpac Bank in an industry (Huotari
et al., 2015).
Figure 1 – Digital presence of Westpac
Source – (Westpac.com.au., 2019)

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1.4 Suggestions based on three digital marketing based channels that suit the
organization
The traditional method related to marketing of different brands is not helpful in
increasing the revenue levels of modern companies. Westpac Banking Corporation has to
implement various channels that are related to digital marketing with the aim of promoting
the services and products (Spiller & Tuten, 2015).
 Email marketing – The method related to email marketing is related to the
proper generation of the leads and implementing different marketing based
strategies. The company will be able to communicate various services which
are offered to consumers by the usage of the email communication in a proper
manner (Rani & Rani, 2017).
 Display advertising – The method based on display advertising will be used
for the purpose of communicating with customers. Westpac will aim at using
the channel based on different tools that include, blogs, banners and different
interactive ads.
 Social media based marketing – The method that is related to social media
based marketing can be implemented by Westpac in an active way for
communicating with consumers. The interaction levels of customers with
management of Westpac can be made easier with suitable use of social media
(Carvalhosa et al., 2017).

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Figure 2 – Digital marketing
Source - (Westpac.com.au., 2019)
1.5 Demonstration based on consistency of integrated marketing campaign based
message
The campaign that is related to integrated marketing has been formed by a company
can be implemented by Westpac Banking Corporation by using the different marketing
channels. The method of display advertising can be used for communicating with customers
by developing different interactive blogs. The social media related marketing activities can
play a major role development of proper communication and levels of interaction with
customers. Email marketing is considered to be a process that is effective for developing
communications with customers of Westpac. Social media will be able to help the company
in order to grow the presence of the company (Levy & Gvili, 2015).

7ANALYSIS OF DIGITAL MARKETING
Figure 3 – Integrated marketing campaign
Source - (Westpac.com.au., 2019)
Task 2 – Stakeholder relationships in digital marketing
2.1 Using marketing campaign evaluation of three internal and external stakeholders
Integrated marketing campaign or IMC that is developed by Westpac has a major
influence on the shareholders who are related to the organizational operations. The different
stakeholders who are a part of the company include, internal stakeholders and external
stakeholders. The three most important internal stakeholders of the company are, managers,
employees and owners (Watson IV et al., 2018). On the other hand, external stakeholders are,
the creditors, customers and the government. The operations of Westpac Banking
Corporation are affected by prices of services which are offered to the customers. The

8ANALYSIS OF DIGITAL MARKETING
stakeholders will be affected in an adverse manner by the marketing based campaign that will
be designed by the organization (Vernuccio & Ceccotti, 2015). The human resources or
employees of the organization are able to play a key role in methods that are used for
development of services in a proper way. The manager can affect proper implementation of
marketing based campaign by an organization for increasing levels of revenue. The proper
implementation of different marketing based campaigns is related to the development of
proper revenues as well. External stakeholders are on the other hand attracted by the ways by
which the different marketing campaigns are developed by the organization. The services and
products that are thereby developed by the organization have a major influence on the
development of proper promotional services (Grönroos, 2017).
2.2 Methods of enhancing the stakeholder engagement through digital marketing
The levels of engagement of the employees is the most important part of the ways by
which trust can be increased between the organization and the stakeholders. Relationships of
employees with stakeholders are enhanced with the help of loyal customers who are a part of
the organization. Westpac also aims at using the various processes for the purpose of
engaging customers in processes of the organization (Stephen, 2016). Social media is an
important tool which is implemented by the company for interacting and further attracting the
stakeholders as well. The two main processes which can be implemented by companies for
increasing stakeholder engagement include,
Identification of key stakeholders – The audience of different marketing
related activities of the company are recognized by the company for
communicating with the implementation of social media in a proper manner.
The social media analytics based process is implemented for the purpose of
gathering information related to the stakeholders. Support can be effectively

9ANALYSIS OF DIGITAL MARKETING
provided to the company with the help of proper operations in the industry
(Yuki, 2015).
Tailoring content which is provided to stakeholder groups – The content
which is offered to different groups of stakeholders. The marketing related
campaigns are able to affect the customer centric based nature of the
organization. The campaigns based on marketing of the organization is
helpful in communicating with stakeholders in an effective way. The content
that is offered to the customers is affected by the communication based
process. The levels of interest of target audience is enhanced by usage of
proper content which is developed by an organization in a proper manner
(Plume, Dwivedi & Slade, 2016).
2.3 Suggestion of ways based on ethically, socially and culturally appropriate behaviour
that is maintained with the help of stakeholder engagement
The main stakeholders of the company who are considered for developing proper
levels of customer engagement in the organizations are, customers, employees and the
government of countries. The methods are highly innovative in nature and can affect
engagement of customers in a positive manner. The process related to communication that
has been applied by the company has a major impact on proper stakeholder management. The
ethical behaviour and conditions that have been developed in the by the employees have an
impact on engagement of different stakeholders (Keegan & Rowley, 2017). The companies
have to maintain the social, cultural and ethical behaviour for using social media properly in
order to communicate with different stakeholders. Social media can provide effective benefits
to Westpac for communicating with employees and customers. The different initiatives which
are implemented by the organization are related to proper employee engagement with the
help of various communication related tools (Taylor, Reilly & Wren, 2018). The effective

10ANALYSIS OF DIGITAL MARKETING
growth of different technologies is related to proper usage of smartphones to reach employees
within a short period of time. Short messages are communicated to stakeholders with
effective usage of stakeholder engagement. Ethical values have to be examined by Westpac
for communicating with stakeholders effectively (Jackson & Ahuja, 2016).
Task 3 – Professional practice and motivation
3.1 Skills and abilities of a successful digital marketer
Digital marketers can be considered to be an important part of the company for the
purpose of using the skills and abilities for using digital channels in an effective way. The
social and digital channels can operate and interact for development of proper synergies
within the organization. Major skills which are required to be extended by digital marketers
include,
Data analysis – Data can play a major part in development of proper digital
marketing related programs by the organizations for targeting customers.
Digital marketers can play a key role in taking into consideration the
disruption levels that are caused by the modern technologies (Taylor, Reilly &
Wren, 2018).
Paid level advertising on the social media – The different advertisements
which are designed by Westpac on the social media are related to increasing
the levels of reach of stakeholders of the company.
SEO and SEM – The method related to optimisation of search engines is a
major part of different digital marketing related activities which are performed
by organizations. Digital strategy which is developed by a company is
influenced by different processes which are based on search engine
optimisation and search engine marketing. The use of data and content in an

11ANALYSIS OF DIGITAL MARKETING
effective manner is a main role of operations which are conducted by Westpac
Banking Corporation (Yuki, 2015).
Content marketing – Content can be considered to an important part of
different digital marketing activities that are performed by the companies in an
industry. The development of proper content can affect the engagement of
customers of the bank. The organization is able to face major challenges based
on formation of proper content which can be offered to the customers
(Vernuccio & Ceccotti, 2015).
Understanding design related thinking and planning – The design thinking
based process can be considered as an important part of approaching of the
issues which are faced by the company. The complex and large scale based
issues that are faced by the company will be solved effectively with
implementation of proper design thinking related process.
Implementing new technologies – The enhancement of proper technological
environment is able to act like a driving force that can influence different
activities that are related digital marketing of the companies (Keegan &
Rowley, 2017).
Being persuasive – The capabilities based in persuasion of digital marketers is
a major part of skills that are developed by employees. Proper combination of
different logical skills with inventive problem solving based process is able to
lead to the development of different innovation based campaigns. The
operations of business organization will be driven by proper levels of urging
(Levy & Gvili, 2015).