Marketing and Management of ANZ Bank: Discussion Forum Analysis

This discussion post analyzes the marketing and management strategies of ANZ Bank, focusing on its social media presence, CSR initiatives, and community engagement. The assignment delves into ANZ Bank's use of social media platforms like Facebook, Instagram, and YouTube for marketing and customer interaction. It explores the bank's CSR strategies, emphasizing sustainable business practices, community involvement, and financial support. The post examines the bank's interaction with the community through mobile applications, internet banking, and partnerships, highlighting its efforts to enhance customer experience and provide accessible services. Furthermore, the assignment includes a second discussion post, which reviews and evaluates the student's experiences in collecting data and interacting with a live site through two touch points compared to the experience of peers, focusing on digital marketing, customer analytics, and competitive strategies.

Running head: MARKETING
MARKETING AND MANAGEMENT OF ANZ BANK
Name of the student:
Name of the university:
Author note:

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Contents
Discussion post 1........................................................................................................................2
Social media sites...................................................................................................................2
CST strategies of ANZ Bank.................................................................................................3
Community services of ANZ bank........................................................................................4
Interaction with the community with the Bank......................................................................4
Discussion post 2........................................................................................................................8
References................................................................................................................................12

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Discussion post 1
Social media sites
ANZ banking adopts social media marketing for increasing the trafficking of the
audience towards the brand image. Typical evidence of this lies in the platforms of Facebook,
Instagram, Twitter, LinkedIn, YouTube and others. In Facebook, important information
regarding the bank loans, credit and debit cards and uploaded, where the customers share
their feedbacks. All of these platforms enrich the information about the happenings in the
Bank (Anz.com, 2020).
Fig: Facebook page of ANZ Bank
(Source: Anz.com, 2020)
The same is the case with the sites of Instagram, where the marketing relates to the
contents for advertising about the recent trends of online payment modes.

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Fig: Instragram page of ANZ bank
(Source: Anz.com.au. 2020)
In the YouTube, videos are uploaded for enhancing the awareness of the customers
regarding the easiest means of online payment, updating policies, passbook and others.
Mention can also be made of the tutorials on setting up accounts and maintaining the safety.
Twitter is one of the sites, where the customers and clients write blogs for posting comments
about the recent marketing strategies of ANZ Bank (Anz.com.au, 2020). Transparency is
maintained in this communication, which helps in averting the instances of differentiation of
opinions.
CST strategies of ANZ Bank
CSR strategies of ANZ bank revolve around sustainable business, which helps in the
achievement of growth and development. The main emphasis is on conglomeration of the
triple bottom line approach for developing value in the business. Continuous development
strategies are used for achieving trust, loyalty and dependence from the clients and
customers. Sustainability targets are set at the initiation of the financial years, which is
backed up by the competency tree (Grewal et al., 2018). Strategic frameworks like VRIO

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analysis is undertaken for measuring the effectiveness of the resources and capabilities for
achieving higher competitive advantage. Reviews are conducted in the form of meetings,
which helps in evaluating the feasibility of the strategies in the competitive ambience of the
market.
Community services of ANZ bank
ANZ bank aims at the development of sustainable business practices for the clients
and customers. Involvement of the community people helps in expanding and diversifying
the customer rates. Grants and permissions are undertaken for the business projects. Funds
and charity is one of the basic means for ensuring the wellbeing of the stakeholders and
shareholders (Gligor et al., 2019). The social networking sites are acquired for generating
inclusive practices for the communities. Mobile applications have been introduced for which
easy access is provided. Within this, mention can be made of the internet banking, which has
reduced the time taken for availing the services and getting it done in a hassle free manner.
The bank achieved accolades and glories by working with the small banks, which is effective
for expanding the scope and arena. Partnership with Property Exchange Australia Community
is assistance in terms of stabilizing the financial transactions related to property exchange.
Interaction with the community with the Bank
ANZ Bank indulges in services to the MYOB Community through the means of
Facebook and Instagram. The programs like that of the #ShareAware is an initiative for
enhancing the awareness of the teens about the recent updates (Anz.com, 2020). There is a

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provision for posting feedbacks on the availed services, which helps the banking staffs to
gain an insight into the approach of the customers towards the availed services. Along with
this, Summits are also organized for the community people, which bring radical innovation
into the services of the Bank.
Fig: The community services of ANZ bank in the mobile applications
(Source: Anz.com, 2020)
Mobile apps are one of the effective means for the community users for availing the
services. It is through these apps, the community people can transfer money from one account
to other at any location and any time. Upon logging into the apps, the community users get to
know about the scams and the ways to avoid these instances. Once they know, positive word
of mouth advertising is spread, developing trust among the customers for the services.

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Information about the debit cards are also uploaded in the website and social networking sites
for the community users to gain updates. Question answer sessions are conducted for
clarifying the doubts of the customers regarding the safe use of the cards (Mullakhmetov et
al., 2016).
Fig: Community Analysis of ANZ bank
(Source: Anz.com, 2020)
According to the above graph, most of the community users are tech savvy, which
reflects the effectiveness of the mobile apps and internet banking. In this context, the sales
revenue and profit margin is increased. The majority of the community users belong to
Australia. Uploading more contents regarding the financial transactions would be effective
for accumulating greater market shares in United States, Indonesia.
There is also a provision for the community users to choose and select the type of
account, which they intend to avail for transacting. Using security cookies and policies is a
means for securing the accounts from the instances of phishing and scams (Wagner & Eggert,

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2016). For this, the users have the option of communicating the bank staffs regarding gaining
updates on the accounts. Information is also acquired by the community users regarding the
export transactions from the bank. Experts are hired for clarifying their doubts regarding the
safest modes of transacting money into the external environment. Partnerships with Apple
Pay expand the supply chain network. This approach has been effective for simplifying the
online payment means fir the community users (Su & Yang, 2017).
The managers ensure that transactional leadership approach is adopted in the process
of providing the services of the customers including the community users. Timely answering
the queries of the customers averts the instances of conflicts, discriminations and biases.
Regular follow up is kept on the posts of the customers, which helps in tracking the changes
needed in the system for upgrading the standards and quality of the services for the customers
(Walle, 2017).

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Discussion post 2
I affirm with the reflection of the fellow student on the strategic management of ANZ
bank, which helps in achieving the desired outcomes. The primary objective of achieving
high market share has been correctly pointed out by the student. Competitive pricing is used
by the bank for coping up with the external challenges encountered. I agree with the claims of
the student regarding the four pillars, which are effective for enhancing the standards and
quality of the marketing services in ANZ bank. In this context, a major emphasis has been
given on the digital marketing, which is estimated to be $65 million.
As a matter of specification, the four pillars are experience, content, analytics and
omni-channel. Mapping the customer journeys is effective for gaining an insight into the
ways in which the purchasing experience can be enhanced (Ivanyi & Biro-Szigeti, 2018).
Typical examples of this lies in the advertising campaigns, which is a means of directly
marketing the services to the clients and customers. I feel that customer goals need to be
differentiated from the business goals for reaching to the specific needs, demands and
requirements of the customers. According to me, the student is right in highlighting that the
content is essential for attracting the customers to the brand image. Articles are uploaded foe
enhancing the awareness of the customers regarding the issues. The blogs are always
welcome.
Data analytics is measured through the means of charts, graphs relating the business
to the mapping of customer journeys. In this process, the main emphasis is on tracking the
number of visitors on the website and the social networking sites (Keegan, Rowley& Tonge,
2017). Typical activities in this context are pay per clock advertising, conversion and others.
This analysis is a means for assessing the position in the competitive ambience of the market.
Budget allocation is one of the other crucial aspects in this process of analysis. Mapping the

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breadth of the channel is an obstacle to the process of marketing in the bank. This is a serious
challenge in terms of coping up with the changing needs of the clients and customers. Theme
based marketing and contents are uploaded in the social media sites, which attracts the
customers. Promotion of these events is done through the means of the celebrity
endorsements, which was one of the main points in the reflection of the student. Consistency
is maintained in posting brand oriented messages, which helps in reaching to the specific
needs of the clients and customers (Krasyuk et al., 2017). Keyword search and search engine
optimization helps in directly gaining information on the requirements of the selected
customers, that is, community users, by the student. I liked this decision of the student in
terms of the corporate social responsibility, which I think is his item of preference in the
managerial activities of ANZ bank.
TED talks, lectures and seminars reflect the special gatherings, which are crucial for
expanding the customer rates. Feedback sessions are conducted online, which helps in
gaining an insight into the requirements of the customers (Deepak, & Jeyakumar, 2019).
The student has considered this graph for mapping the journey of the bank through the
means of these four pillars. The major drive behind this is continuous improvement
strategies, content marketing, data analytics and others, which have improved the customer

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experience. Among this, the student has selected the tool of data analytics for assessing the
value of the customer experience. However, I think continuous improvement is effective for
mapping the approaches of the customers. The contents need to be crisp, so that that can
influence the purchasing behaviour of the clients and customers (Wali, Dumas & Wright,
2016).
Digital marketing strategy is the main component in the businesses of ANZ bank.
This medium has enhances the sales revenue and profit margin, which the student has
correctly pointed out. Advertising campaigns regarding the release of new debit and credit
cards are effective for expounding the customer rates. The sources of advertisements are
radio, television, brochures and digital platforms. This process has acted assistance in
achieving higher competitive edge as compared to the contemporary brands. The measuring
criteria are that of the Share of Voice, which reflects the say of the customers towards the
levied service3s (Lee, 2018). The response rates fluctuate in the times of festivals. The
strategy relates to regional development, which expands the scope and arena of the business.
Acquisitions and partnerships are effective for the bank in terms of influencing the
purchasing decision and power of the customers. Competitive retail offers are shared to the
clients and the customers through the means of off shoring and outsourcing the operations to
the external environment. The wealth products are backed out for enhancing the support
services for the community users. I think the students’ arguments are somewhat
contradictory. This is because the assets and liabilities both are necessary for enhancing the
products and services for the users (Kotler et al., 2018). However, I affirm with the student in
the proposition that; local brand proposition is the cornerstone for adding flexibility in the
market position in the foreign countries.

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Partners, for ANZ Bank are the means of financial assistance in terms of organizing
effective services for the clients and customers. Mention can be made of the Asia Pacific
region, which the bank has catered for achieving the regional growth expansion. Along with
this, the student has also highlighted the sponsorships of prestigious brands; like Rolex,
which enhances the brand image. This approach is effective for influencing the purchai8sng
power of the customers to invest in the services (Lee, 2018).
The student has also highlighted the inclusive culture of the bank, which is reflected
fr0om the partnership with Australian Decision Diversity Council. Both the customers and
the communities are provided with equal opportunities, which reflect the adherence and
compliance with the ethical code of conduct. Diversification is also reflected in the products,
which is a means for influencing the purchasing power and decisions of the customers
(Gronroos, 2016).