A Comprehensive Report on Digital Marketing Communication for CBA

This report provides a comprehensive analysis of the digital marketing communication strategies employed by the Commonwealth Bank of Australia (CBA). It begins with an executive summary and an introduction outlining the scope of the analysis. The study incorporates Porter's Five Forces to evaluate the bank's competitive landscape, alongside a SWOT analysis to assess its internal strengths and weaknesses. The report identifies CBA's target market and discusses branding and positioning strategies. It details the bank's digital marketing communication objectives, including social media campaigns, owned, paid, and earned media strategies, content marketing, social media management, email marketing, and search engine optimization (SEO). The report concludes with a discussion of monitoring and control methods, including feedback and return on investment (ROI) analysis. The report aims to provide insights into CBA's digital marketing approaches and offer recommendations for future strategies.

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Executive summary
The key purpose of this study is to create digital marketing communication with respect to
commonwealth bank of Australia. In this study, Porter’s five force tool has been implied by
evaluating business success in Australia. This tool could also facilitate to comprehend the
competitiveness of the business. Further, SWOT assessment tool will also be practiced due to
evaluating the internal condition of the firm. Commonwealth Bank of Australia has entailed
urban and suburban people to deliver their services. Further, there are certain methods is used
by the organization to endorse their products and services named as owned media, earned
media, and paid media design. It would lead to obtaining higher competitive advantages. It is
also illustrated that the commonwealth bank of Australia has used many different digital
marketing communication tools named as social media management, search engine
marketing, e-mail marketing, and content marketing.

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Table of Contents
Executive summary...............................................................................................................................2
Introduction...........................................................................................................................................4
Company introduction...........................................................................................................................4
Competitive analysis.............................................................................................................................4
Bargaining Power of Buyers..................................................................................................................4
Bargaining Power of Suppliers..............................................................................................................5
Threats of New Entrants........................................................................................................................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.......................................................................................................7
Paid Media Design & Placement...........................................................................................................8
Earned Media & Social Listening Plan..................................................................................................8
Digital marketing communication objectives........................................................................................9
Digital marketing communication Mix plan..........................................................................................9
Content Marketing.................................................................................................................................9
Social media management.....................................................................................................................9
Email Marketing..................................................................................................................................10
Search engine optimization..................................................................................................................10
Monitoring and control........................................................................................................................10
Conclusion...........................................................................................................................................11
References...........................................................................................................................................12
Appendix 1..........................................................................................................................................14

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Introduction
This paper discusses the brief discussion of the Australian commonwealth bank. In this, many
tools have been considered named SWOT and competitive analysis tool. Moreover, it
demonstrates the digital marketing objectives as well as demonstrates targeting, branding,
and positioning approaches. Moreover, this section could also discuss the DMC as well as
digital marketing communication approaches for Australian commonwealth bank. It
demonstrates the monitoring and control strategies for the organization.
Company introduction
Australian commonwealth bank was established in 1911 with reference to commonwealth
bank act. This bank has offered many types of business banking named as saving the banking
and general banking business. It is examined that commonwealth bank has enlarged its
business by expanding its business growth. It is illustrated that this organization has
employed more than 52000 of employees as well as more than 80000 shareholders. This
organization has dealt with different bank. This bank has offers a higher range of financial
plan with respect to making the financial plan for the Australian to eliminate the financial
issue (Banking, 2019).
Competitive analysis
Bargaining Power of Buyers
The bargaining power of the buyer is higher caused by availability of the banks in Australia.
It is examined that customer demand of banking industry is higher. In addition, it is examined
that the customer desire to have superior goods as they could paying lower rates (Boelsen-
Robinson, Backholer, & Peeters, 2015). It might be general complicacy for common health
Australian bank. Moreover, the higher bargaining power of buyer could offer to have higher
profitability (Lamberton & Stephen, 2016). In addition, it is examined that the consumers
desire to get higher competitive advantages.

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Bargaining Power of Suppliers
In Australia, the bargaining power of supplier is lower as it demonstrates that there is less
monopoly of suppliers. Moreover, there is higher number of suppliers who offer banking
services to the customers. The suppliers could use an effective approach that facilitates to get
higher competitive advantages. It is examined that buyer could be liable for increasing the
growth of the business (Kotler, Burton, Deans, Brown, & Armstrong, 2015). The lower
power of bargaining could also demonstrated that the buyer of this country has many options
to switch on another organization due to availability of similar product and services. Hence,
commonwealth bank should be needed to implement the power of negotiation with respect to
make a unique relation with buyers.
Threats of New Entrants
From the analysis of PESTLE method, it is observed that threat of new entrants is higher
caused by certain factors named as Australian government regulations, lower initial
investment, and availability of modern technology. It would direct to increase the
competitiveness of the firm (Saura, Palos-Sánchez, & Cerdá Suárez, 2017). New mark player
has used lower pricing strategy and offering the new consumer value as it affects the
productivity of the existing organization in same market. Hence, commonwealth bank of
Australia has requisite to use suitable promotional tool for eliminating such kinds of issues
and make success.
Threats of Substitute Products or Services
Threats of substitute products and services are higher in the Australian banking sector. In
addition, it is examined that if the new goods and services meet the consumer needs
effectively then they would be able to increase the growth rate of industry (Kotler, Kartajaya,
& Setiawan, 2016). For example, there are different substitutes of commonwealth bank
named as Westpack, ANZ, and international Australian bank. Moreover, it is examined that

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this industry has a higher threat of substitutes caused by higher availability of suppliers and
higher competitive market. Therefore, this bank should demonstrate unique services to their
customers.
Rivalry among the Existing Competitors
The competition among the recent competition in the industry is higher than it would decline
While the competition amid current competitors in an industry is high then it will decline the
expansion of an industry. Furthermore, the commonwealth bank of Australia in the rivalry
banking area.
SWOT analysis
Strength
 Commonwealth bank has higher
diverse brands like ASB banks,
commonwealth securities limited,
and commonwealth insurance
limited.
 Commonwealth Bank offers
certain services named as private
equity, corporate banking, global
wealth management, investment
banking, consumer banking, credit
cards, insurance, and mortgages
(Levy, & Gvili, 2015).
Weakness
 A negative image of this
organization has affected the
performance of organization
 Lack of understanding about
the execution of innovative
tool
Opportunities
 Discussing the banking plan could
support the bank to inspire the bank
to improve its services.
 Helping behavior of workforces is
effective to persuade consumers
(Levy, & Gvili, 2015).
Threats
 In the commonwealth bank, weak
innovation could decline the
probability of success.
 There is a higher threat of competitors
at the local level (Holliman &
Rowley, 2014).
Identification of Target market (s) and relevant Branding and positioning strategies
For Australian, Commonwealth Bank will implement the undifferentiated marketing
approach with respect to buy attitudes of consumers in the predetermined cost and time. This
approach could be effective for making the different image of the organization in

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marketplace. It could also be vital in getting higher competitive advantages (Holliman &
Rowley, 2014).
Positioning
This bank concentrates on urban consumers in getting higher competitive advantages. The
main purpose of selecting these customers is that such using banking enables more rapidly as
compared to other acts. It can be vital in accomplishing the reliable result (Patrutiu-Baltes,
2016).
The strategy of a social media campaign
Commonwealth bank could use this tool that is effective in reducing the organization concern
in less time period as well as fewer expenses. These approaches are known as paid media
design, earned media, and social listening plan (Chaffey & Smith, 2017). These tools will be
effective in getting higher competitive benefits. This apporch are discussed as below:
Owned Media Design & Placement
(Source: Karjaluoto, Ulkuniemi, & Mustonen, 2015).
This bank could implement this technique with respect to its goods as well as services in
Australia. Moreover, it is evaluated that the organization could obtain more goodwill as well
as profitability by implying diverse sources named as mobile site, bank website, and
corporation blog (Karjaluoto, Ulkuniemi, & Mustonen, 2015).
Paid Media Design & Placement

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(Source: Charlesworth, 2014).
In Australia, Commonwealth Bank could have an opportunity to increase their awareness that
is associated with the banking facilities as well as schemes by entailing the paid media design
with the placement technique. There are certain sources for operating the bank which could
be used by commonwealth to promote the banking services named as LinkedIn, YouTube,
and Pay per click, display, and paid social. It can be imperative in promoting the services as
well as plans of banks (Charlesworth, 2014).
Earned Media & Social Listening Plan
Commonwealth bank could use earned media along with the social listening plan with respect
to interacting with specified as well as potential consumers and creates a reliable association
with them in the limited time period. The key purpose of this tool is that as it supports to the
organization to build two-way interaction among consumers and bank (Järvinen &
Karjaluoto, 2015).
Digital marketing communication objectives
 To increase the awareness about the banking services as well as schemes between a
higher amount of customers by 40% in the upcoming 6 months.
 To increase the 45% of demons of consumers in the next 11 months
 To improve 35% of the revenue of organization in next 9 months.
Digital marketing communication Mix plan
Commonwealth bank could use an imperative digital marketing communication mix plan
could be imperative for making direct interaction with its consumers as well as assist to

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develop reliable feedback. This organization could use this plan to deal with their business in
an imperative manner and obtain higher success (Yasmin, Tasneem, & Fatema, 2015).
Content Marketing
Content marketing could be practiced by this organization due to acquiring trustworthy as
well as authentic data as well as used storytelling in increasing brand awareness. It would be
supportive in targeting consumers for obtaining the higher advantageous. It is also examined
that content marketing plays a significant role with respect to making the liaison with its
targeted consumers in the long term (Taiminen & Karjaluoto, 2015).
Social media management
Social media could be an imperative component for Commonwealth bank of Australia in recent
business era that would build the bank goodwill. It can be enlarging the data towards banking
facilities and make plan between targeted consumers by entailing social media. The social media
management could consider certain sources named as Twitter, Facebook, Pinterest, and
Snapchat. These sources would be imperative to meet the organizational objectives. Moreover, it
is illustrated that social media management is a tool which can endorse goods and services of
Commonwealth Bank (Royle & Laing, 2014).
Email Marketing
The email marketing tool could be the imperative technique in the organization due to
making a reliable relationship with its specified consumers at a particular time and period.
Furthermore, commonwealth bank could improve the awareness about banking services as
well as support to increase the demand of consumers as well as supports to meet products and
service’s needs (Stephen, 2016).
Search engine optimization
SEO (Search engine optimization) is an imperative tool which could be imperative in
evaluating the content that will be put on the websites due to increasing the growth of

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organizational performance (Patrutiu Baltes, 2015). There are certain search engine could be
used by consumers with respect to increasing consumer responsiveness. These approaches
and known as Bing, Yahoo, and Google. Moreover, search engine optimization could provide
a way by which the organization would determine vital keywords for attracting huge number
of people (Kannan, 2017). It is founded that SEO could endorse the people to have goods and
services of the organization.
Monitoring and control
The organization could use two methods named as feedback and return on the investment that
would enable to improve their performance effectively.
Feedback
Commonwealth Bank of Australia could imply the feedback tool and gathers belief as well as
opinion of consumers with respect to increasing the depth understanding about actual
condition of firm. In addition to this, feedback tool could be beneficial for increasing the
awareness of firm (Tiago & Veríssimo, 2014). Through this method the organization will free
to the consumers to share their negative as well as positive experience as it offer the
opportunity to the firm to improve their existing performance.
Return on investment
In this, the digital marketing plan could be practiced by the organization to increase the
growth of firm. It permits the organization to manage the inflow and outflow of cash (Ryan,
2016).
Conclusion
With respect to the above discussion, it can be concluded that the Commonwealth bank could
imply the competitive evaluation technique with respect to evaluating industry situation. On
the basis of evaluation, it can be evaluated that commonwealth bank implement competitive
evaluation technique with respect to evaluate the industry situation. Moreover, SWOT

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evaluation is practiced in evaluating the situation of external and internal situation in market.
It can be summarized that commonwealth bank of Australia can develop digital marketing
purposes as well as enables in developing the digital marketing tool in company. It can be
concluded that commonwealth bank of Australia could be based on positioning, targeting,
and branding approach. It can also be summarized that different approaches that are
associated with digital marketing communication named as e-mail marketing, content
marketing, SEO, and social media. It can be summarized that commonwealth bank could be
vital due to considering the controlling as well as monitoring method.

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References
Banking (2019) Our Company. Retrieved from: https://www.commbank.com.au/about-
us.html
Boelsen-Robinson, T., Backholer, K., & Peeters, A. (2015). Digital marketing of unhealthy
foods to Australian children and adolescents. Health promotion international, 31(3),
523-533.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Charlesworth, A. (2014). Digital marketing: A practical approach. Routledge.
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing:
marketers’ perceptions of best practice. Journal of research in interactive
marketing, 8(4), 269-293.
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Kannan, P. K. (2017). Digital marketing: A framework, review, and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Karjaluoto, H., Ulkuniemi, P., & Mustonen, N. (2015). The role of digital channels in
industrial marketing communications. Journal of Business & Industrial Marketing.
Kotler, P., Burton, S., Deans, K., Brown, L., & Armstrong, G. (2015). Marketing. Pearson
Higher Education AU.
Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and
mobile marketing: Research evolution from 2000 to 2015 and an agenda for future
inquiry. Journal of Marketing, 80(6), 146-172.

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Levy, S., & Gvili, Y. (2015). How credible is e-word of mouth across digital-marketing
channels?: the roles of social capital, information richness, and interactivity. Journal
of Advertising Research, 55(1), 95-109.
Patrutiu Baltes, L. (2015). Content marketing-the fundamental tool of digital
marketing. Bulletin of the Transilvania University of Brasov. Series V: Economic
Sciences, 8(2).
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
V, 9(2), 61.
Royle, J., & Laing, A. (2014). The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of
Information Management, 34(2), 65-73.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017). Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), 76.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of digital marketing in the
challenging age: An empirical study. International Journal of Management Science
and Business Administration, 1(5), 69-80.

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Appendix 1
A website redesign
It can be created by entailing the mock design that the associated with the homepage along
with modification in the website's format. The following page demonstrates the existing web
page of this organization. There are certain acts that might be considered by the organization
and add it on their web page named as feedback column, ease services, and range of banking
facilities.
This bank should be needed to put 3D and more images on the web pages that could be
imperative in attracting huge number of customers. It is also examined that the organization
should be needed to concentrate on certain components named convenience websites and a
range of financial products.
Appendix 2: Design and present a monthly company email newsletter

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