Digital Marketing Communication Report: Commonwealth Bank Analysis

This report provides a comprehensive analysis of digital marketing communication strategies for the Commonwealth Bank of Australia (CBA). It begins with an executive summary outlining the report's purpose, which is to enhance CBA's competitive advantage through effective digital marketing. The report employs Porter's five forces model to assess the competitive landscape of the banking industry and uses SWOT analysis to evaluate CBA's internal strengths, weaknesses, opportunities, and threats. It identifies the target market and discusses relevant branding and positioning strategies. The report details a social media campaign strategy, covering owned, paid, and earned media design and placement, along with a social listening plan. Digital marketing objectives are set to increase awareness, consumer demand, and revenue. The report also outlines a digital marketing communication mix plan, including social media management, content marketing, and SEO strategies. It concludes with a discussion of monitoring and control methods, such as feedback and return on investment, to ensure the effectiveness of the implemented strategies. References and an appendix with a website redesign are also included.

Running head: DIGITAL MARKETING COMMUNICATION
Digital marketing communication

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Executive summary
The primary purpose of this study is to create digital marketing communication with respect to
the accomplishment of higher competitive benefits in the context of the commonwealth bank of
Australia. Further, the competitive analysis method is an imperative tool for evaluating the
external factors that may affect the performance of the organization. Moreover, Porter’s five
force model is practised for evaluating the actual competitive situation of the banking industry.
Apart from this, SWOT analysis is implemented to examine the internal situation of the
commonwealth bank of Australia. The organization will target to the urban people for selling
their goods and services. Apart from this, there are certain strategies that could be used by the
organization to endorse their social media campaign such as paid media design, owned media
design, and earned media.

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Table of Contents
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...............................................................................................................................5
Identification of Target market (s) and relevant Branding and positioning strategies..........6
The strategy of a social media campaign.....................................................................................6
Owned Media Design & Placement..........................................................................................6
Paid Media Design & Placement..............................................................................................7
Earned Media & Social Listening Plan....................................................................................7
Digital marketing communication objectives..............................................................................7
Digital marketing communication Mix plan...............................................................................8
Social media management.........................................................................................................8
SEO (search engine optimization)............................................................................................8
Monitoring and control.................................................................................................................8
Conclusion......................................................................................................................................9
References......................................................................................................................................10
Appendix 1....................................................................................................................................12
A website redesign. This can be done using a mock design of the home page and a website
hierarchy diagram. Alternatively, you could take a screen shot of the existing web page and
annotate your changes on of the relevant pages............................................................................12

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Introduction
This report shows the brief discussion towards the commonwealth bank of Australia. It
demonstrates the SWOT assessment as well as competitive analysis. Moreover, it shows the
digital marketing objectives and evaluates the branding, targeting, and positioning approaches.
Moreover, this report shows the digital marketing communication goals and DMC approaches
with respect to the commonwealth bank of Australia. It demonstrates the monitoring and
controlling approaches with respect to the commonwealth bank of Australia.
Company introduction
The Commonwealth Bank of Australia was established at 1911 from the authorization of
commonwealth bank act. This bank offers certain banking business to the specified consumers
named saving banking business and general banking business. These banks have expanded their
band as now this organization has approximately 800,00 shareholders and 52000 of workforces
(Commonwealth Bank of Australia, 2016).
Competitive analysis
Threats of New Entrants
From the application of Porters, it is evaluated that the threat of new entrants is lower of the
Australian banking industry as compared to other industry. Furthermore, it is examined that the
new technology could be imperative for operating the business process and each organization is
not aware of the implantation of technology (Andrews & Shimp, 2017). Thus, it is evaluated that
the organization invests in the banking sector of Australia.
Bargaining Power of Suppliers

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The bargaining power of supplier is higher due to the higher cost of new entrants. There is a lack
of suppliers of the banking industry hence organization could invest in this sector make their
monopoly to obtain higher competitive benefits (Batra & Keller, 2016).
Bargaining Power of Buyers
It is also examined that the bargaining power of the buyer is lower due to the lower availability
of supplier in Australia. It is examined that the demand of the product is higher but there is a lack
of supplier that could be effective for this organization to launch their goods and make profits in
Australia.
Threats of Substitute Products or Services
From the application of this tool, it is evaluated that the Australian banking industry has higher
threats of substitute products or services that could be quite ineffective for the firm to make a
profit. Furthermore, it is examined that there is a certain organization who has offered
substitute’s products to a buyer named Westpack, national Australian banks, and ANZ
(Blakeman, 2018).
Rivalry among the Existing Competitors
The rivalry among existing consumers could be higher as compared to other industry. The
commonwealth bank of Australia will face higher competition in among the existing market
players that could negatively impact on the business. It could develop the complexity in the
getting profitability for the Commonwealth Bank of Australia.
SWOT analysis
Strength
 Higher growth
 Positive image
Weakness
 Lack of employees skills
 Failed to employ new

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 Different brands such as
commonwealth insurance limited,
commonwealth securities limited,
and ASB banks.
techniques
 Weak product development
Opportunities
 A positive image of the organization
support to attract huge numbers of
the consumers towards the products
and services of the firm (Royle &
Laing, 2014).
Threats
 Lack of product development could
influence the overall financial
condition and sustain their position in
the marketplace for long-term
(Chaffey, 2015).
Identification of Target market (s) and relevant Branding and positioning strategies
Undifferentiated marketing approach will be practised by the Commonwealth Bank of Australia
with respect to attract the consumers towards the brand of this firm. This marketing approach
will be more suitable as compared to others approach as it not only concentrates on the products
sale but also influences huge numbers of consumers. It could be effective in making a higher
profit (Bowie, Buttle, Brookes, & Mariussen, 2016).
Positioning
This organization will select urban as well as the rural area of people to offers their services due
to improving the situation of the rural area. The organization will take more effort to influence
the consumers of rural as it could be quite complicated but it could influence the growth level of
the firm.

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The strategy of a social media campaign
Owned Media Design & Placement
(Sources: Stone & Woodcock, 2014).
Owned Media Design & Placement will be used by the Commonwealth Bank of Australia to
deliver their services for their targeted consumers. There are certain sources that will be involved
by this organization named mobile site, the blog of the corporation, company website. It will lead
to pool the consumers towards the products and services (Stone & Woodcock, 2014).
Paid Media Design & Placement
(Sources: Taiminen & Karjaluoto, 2015).
Paid Media Design & Placement is an imperative tool for spreading awareness towards banking
services of Commonwealth Bank of Australia and retain huge numbers of consumers. Moreover,
this company will implement many social media sites to encourage their consumers to have the

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services of bank named pay per click, LinkedIn, YouTube, and paid social (Taiminen &
Karjaluoto, 2015).
Earned Media & Social Listening Plan
Earned Media & Social Listening Plan will also be implied by the researcher to attract
consumers and make a final decision in the context of consumer buying behaviour. It also
supports to make a trustworthy relation with others (Piercy, 2016).
Digital marketing communication objectives
 To increase banking services awareness from 45% in the upcoming 6 months.
 To increase the consumer's demands by 50% in the next 9 months.
 To improve the revenue of the firm by 40% in the next 7 months.
Digital marketing communication Mix plan
This bank could imply the digital marketing communication mix plan due to directly interacting
with specified consumers and get favourable comments towards the products and services of the
organization. This company could use this tool to sustain their position in Australia and beat to
the competitors (Tiago & Veríssimo, 2014). There are certain sources that could be considered
by the organization named social media management and SEO that are discussed s below:
Social media management
Commonwealth Bank of Australia could imply the social media management and make their
goodwill in the market by handing all issues of social media. From the application of this
approach, the firm will be capable to make a relationship between banking facilities and targeted
consumers. Moreover, firm will use many sources named Facebook, Pinterest, Snapchat, and
Twitter (Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016). It is also evaluated that the
social media marketing could eliminate the possibilities of challenges occurrence on the websites

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of organization. Furthermore, it is examined that Commonwealth Bank of Australia could enable
the organization to offer appropriate services to consumers and react on their feedback to make a
positive relationship with others. Through this method, organization will be capable to make
their positive image among the consumers. Organization will collect the unfavorable feedback
and make positive relation with others (Valos, Haji Habibi, Casidy, Driesener, & Maplestone,
2016).
Content marketing
Content marketing method is also practiced by the by Commonwealth Bank of Australia to get
the authentic data. This organization could consider storytelling method and spread the
awareness of goods and services of bank among specified consumers. It could facilitate to
specify the consumer for getting maximum benefits. Furthermore, the content marketing method
could also lead the firm to make the liaison with their specified customers in the upcoming
period (Valos, Haji Habibi, Casidy, Driesener, & Maplestone, 2016).
SEO (search engine optimization)
SEO will lead to Commonwealth Bank of Australia to demonstrate their content on top of search
engine. Consequently, it would be effective for attracting huge numbers of consumers (Kannan,
2017). For making a higher profit, the organization will use such sources named Yahoo, Google,
and Bing.
Monitoring and control
Feedback
Feedback method could also be effective for collecting the views of the consumers towards the
products and services experience as it would lead to comprehending shortcomings of goods.

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From their method, organizations get once chance to improve their products and make positive
relationships with their consumers (Payne, Frow, & Eggert, 2017).
Return on investment
From the application of ROI, organization will keep the cash flow of the organization make their
decision with respect to the financial situation. Return on investment could support the
organization to make the record of spending in particular activities (Kaufman & Horton, 2014).
Conclusion
With respect to the above discussion, it can be concluded that commonwealth bank could imply
the Porters five force model to evaluate the external factors that will influence the business.
SWOT analysis method will also be used by the organization to comprehend the internal
situation. It can also be summarized that the organization could use the digital marketing strategy
to increase the sale of the organization.

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References
Andrews, J.C., & Shimp, T.A., (2017). Advertising, promotion, and other aspects of integrated
marketing communications. UK: Nelson Education.
Batra, R. & Keller, K.L., (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6),122-145.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. UK: Rowman & Littlefield.
Bowie, D., Buttle, F., Brookes, M., & Mariussen, A., (2016). Hospitality marketing. Routledge.
Chaffey, D. (2015). Digital business and e-commerce management. UK: Pearson Education
Limited.
Commonwealth Bank of Australia. 2016. Our history. Retrieved from:
https://www.commbank.com.au/about-us/our-company/history.html
Kannan, P. K. (2017). Digital marketing: A framework, review, and research agenda.
International Journal of Research in Marketing, 34(1), 22-45.
Kaufman, I., & Horton, C. (2014). Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. UK: Routledge.
Kavoura, A., & Stavrianea, A. (2014). Economic and social aspects from social media's
implementation as a strategic innovative marketing tool in the tourism industry. Procedia
Economics and Finance, 14, 303-312.
Payne, A., Frow, P., & Eggert, A. (2017). The customer value proposition: evolution,
development, and application in marketing. Journal of the Academy of Marketing
Science, 45(4), 467-489.

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Piercy, N. F. (2016). Market-led strategic change: Transforming the process of going to market.
UK: Routledge.
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.
Stone, M.D., & Woodcock, N.D., (2014). Interactive, direct and digital marketing: A future that
depends on the better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), 4-17.
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.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener, C.B. & Maplestone, V.L., (2016). Exploring
the integration of social media within integrated marketing communication frameworks:
Perspectives of services marketers. Marketing Intelligence and Planning, 34(1), 19-40.

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Appendix 1
A website redesign. This can be done using a mock design of the home page and a website
hierarchy diagram. Alternatively, you could take a screenshot of the existing web page and
annotate your changes on of the relevant pages.
The following page demonstrates the existing web page of Commonwealth Bank of Australia.
The organization should consider many components to redesign their web named banking
facilities range, a column of feedback, and ease and convenience websites. The organization
should also change the image of the website after a certain period to attract more consumers and
Appendix 2: Design and present a monthly company email newsletter

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