Digital Marketing and Integrated Communication Plan for Dialog Axiata

This report provides an overview of Dialog Axiata, a leading telecommunications service provider in Sri Lanka, and explores the benefits and integration of digital marketing strategies within the organization. It highlights four key advantages of digital marketing: online research capabilities, cost-effectiveness, personalized communication, and improved conversion rates. The report further examines the integration of online and offline marketing activities through 24/7 customer service, mobile marketing initiatives, sharing customer views and photos, and teaser advertising techniques. It emphasizes how these integrated approaches enhance customer engagement and brand visibility for Dialog Axiata. The document concludes with a list of references used in the analysis. Desklib offers a platform to access this and other solved assignments for students.

INTEGRATED
COMMUNICAT
ION
TA S K 1

ORGANIZATION OVERVIEW
Organization Name
• Dialog Axiata
Type of Organization
• Telecommunication service provider in
Sri Lanka (local organization)
• Largest mobile operator in the country
Size of organization
• Number of employees are more than
4374
• In the total market turnover, the
organization have gained 23.8%
shares

CONTINUE…
Product and services
• Fixed as well as the mobile telephony service
• Fixed along with the wireless broadband service
• Satellite Television service
• Mobile television service
Customer base
• The customer base of the firm is business to
customers that is B2C
• The customer base grew by 59% in the year
2017
Main competitors
• Sri Lanka Telecom
• Airtel Sri Lanka
• Etisalat

FOUR KEY BENEFITS OF
DIGITAL MARKETING
Online Research
• Helps to get information on the firm through their website
• Google and other search engines are provided to get the information
• It supports almost 94% of people to use a search engine for the information
• Search engines help to find the answer for the customers to get their suitable
products
• Provides an opportunity for the business to connect with the customers

CONTINUE…
Cost-effective
• Marketing on social media and other
internet platform is less expensive than
traditional marketing
• Millions of people are associated with
social media
• Some internet service also provides free
advertisement option for the business
• It also helps to produce a quicker result
the process of pay-per-click

CONTINUE…
Personalized communication
• It helps to get connected with the smartphone and the tablet users
• Helps to provide suitable communication process with the customers via
the online facility
• 82% of people use mobile to search for appropriate services as well as
products offered by the firm
• 65% people look for the relevant information from the company to their
mobile sites

CONTINUE…
Improved conversion rates
• Helps to convert the offline customers
to the online customers
• It helps the customers to get sufficient
information with just one click
• It also helps the customers to purchase
the products from online
• Make the payment system and the
entire process of buying products more
accessible for the customers

INTEGRATION OF ONLINE
AND OFFLINE MARKETING
ACTIVITIES24/7 customer service
• 24/7 customer service provides useful services to their
consumers
• It can effectively solve the problem at the lowest amount of
time
• Faster and diverse support services influence the consumer
attraction towards the firm
• For example, Dialog Axiata provide 24/7 services to their
consumer to solve any problem faces by them in their
telecommunication services

CONTINUE…
Mobile marketing
• Mobile marketing services are the best
technique to reach the target consumers
• By this innovative services the company
advertise their services to the prime
customers
• Excessive use of mobile phones worldwide
helps the businesses to market their services
right to their customers
• For example, Dialog Axiata uses this mobile
marketing services to enhance the consumer
attraction towards their services.

CONTINUE…
Sharing customers view and photos
• Sharing the feedback of the customers on the official website
• The picture of the fan and their post could be posted on the website and
also on the wall of fame in the organization
• For example; Dialog Axiata maintain the feedback of the customers within
the database for future usage

CONTINUE…
Teaser Advertising
• It helps to show suitable video of products on online
• The process is very much useful for the brand like Dialog
Axiata
• Various internet service helps the firm to provide proper video
of their service and the products in online

REFERENCES
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engagement. Psychology & Marketing, 32(1), pp.15-27.
• Buhalis, D. and Mamalakis, E., (2015). Social media return on investment and performance evaluation in the hotel industry context. In Information and
Communication Technologies in Tourism 2015 (pp. 241-253). Springer, Cham.
• Dawkins, R., (2016), November. Content strategy: a lesson from the industry for university learning analytics. In Show Me the Learning: ASCILITE 2016:
Conference Proceedings: 33rd International Conference on Innovation, Practice and Research in the Use of Educational Technologies in Tertiary
Education, University of South Australia, Adelaide, Australia, 27-30 November 2016 (pp. 172-181).
• Dialog.lk. (2018). Dialog Home Page. [online] Available at: https://www.dialog.lk/ [Accessed 28 Jun. 2018].
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• Jackson, G. and Ahuja, V., (2016). Dawn of the digital age and the evolution of the marketing mix. Journal of Direct, Data and Digital Marketing Practice,
17(3), pp.170-186.
• Järvinen, J. and Karjaluoto, H., (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50,
pp.117-127.
• Jena, A.B. and Panda, S., (2017). Role of Marketing Automation Software Tools in Improving or Boosting Sales. Splint International Journal of
Professionals, 4(7), pp.30-35.
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• Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., (2016). From social to sale: The effects of firm-generated content in social
media on customer behavior. Journal of Marketing, 80(1), pp.7-25.
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online and offline performance. International Journal of Research in Marketing, 33(3), pp.639-655.
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Industrial Marketing Management.
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