Digital Communication in Marketing Management: Analysis Report

This report analyzes the marketing implications of a news article discussing a $60 million budget increase for Australian businesses to advertise on platforms like Instagram and Facebook. The analysis identifies key marketing issues, including financial risks associated with digital marketing campaigns, and the stakeholders involved, such as marketing executives and business leaders. The report emphasizes the importance of addressing these risks through careful risk assessment and mitigation strategies. It suggests steps for risk management, including identifying, analyzing, evaluating, treating, and monitoring risks. The analysis highlights the role of digital communication tools, particularly social media, in modern marketing and emphasizes the need for risk analysis before significant investments. The report concludes by underscoring the increased marketing budget for Australian businesses and the successful highlighting of digital marketing's role in business growth.

Running Head: DIGITAL AGE
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Marketing Management
Digital Communication in Marketing Management
(Student details :)
4/2/2019

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Digital Communication in Marketing Management
This journal is emphasized on identifying the marketing implications for the business
events described in the selected article ( Bagshaw, 2019). For doing article analysis, this
discussion will focus over marketing issues illustrated in the chosen article. In addition, an
analysis over important stakeholders will be executed along with responding over identified
marketing issues within the article analysis.
Source: (Tiago & Verissimo, 2014)
In the article written by ( Bagshaw, 2019), the main marketing issue is that
Australian business firms are going to get a $60 million hike within marketing management
budget for spending on Instagram, Facebook as well as Google and other forms of global
marketing management. The major challenge is that boosted budget amount is huge as well
as in a bid to effort within digital exports to compete with businesses within the US and UK.

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In this context, the another big marketing issue is that financial risks are associated which
needs to be mitigated by using social media marketing platforms like Instagram, Facebook
and other digital marketing campaigns (Tiago & Verissimo, 2014).
In the context of stakeholders involved, this article has a target audience include
marketing executives, business heading units and marketing management departments within
various functional areas of public sector, private sector and government firms. In addition, the
article analysis suggests that info about marketing management strategies is for middle as
well as senior level Management employees, freelancers and international firm’s CEOs.
Moreover, all Australian businesses who have hiked their advertising budgets by $60 million
in order to promote their global marketing and competing with business in US and UK, are
the stakeholders of the article ( Bagshaw, 2019).
Source: (Lee & Carter, 2011)
In this way, in order to respond over the identified marketing issues in this article,
one need to ensure that risks associated with advertising and marketing campaigns through
social media platforms must be addressed carefully. Moreover, addressing those identified
marketing issues is essential because without doing that success and sales growth cannot be
possible in future. Moreover, mitigating financial risks in future will allow having a
sustainable future within international market (Lee & Carter, 2011).
In addition, in order to address those associated financial and other risks international
businesses need to follow below steps:

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 Step 1: first identify the marketing management risk as the business is exposed to
global operating environment.
 Step 2: then analyze the risks associated of all type.
 Step 3: after analysing the risks, evaluate or rank the risks in a way that sustainable
business future can be assured.
 Step 4: post analysing, evaluating, ranking risks associated with the social media
marketing treat the risk.
 Step 5: at the end, monitoring and reviewing the risk occurs (Leeflang, Verhoef, &
Dahlstrom, 2014).
In whole, article written by ( Bagshaw, 2019) has been analysed with the help of
many other researchers as well as their views over marketing management through digital
communication tools. In this way, digital communication tool like social media platforms
have been highlighted throughout the paper with the help of Facebook and Instagram
( Bagshaw, 2019). Moreover, article analysis suggested that before investing a big amount or
bidding any business for the sake of getting better results, a risk analysis must have executed
(Lee & Carter, 2011).
Finally, the article has highlighted the increased marketing management budget of
the Australian businesses in order to advertise through Instagram and Facebook. Thus, digital
marketing role for increasing business growth has been successfully highlighted within the
modern era context.
References
Bagshaw, E. (2019, 03 29). Businesses get $60 million budget boost to advertise on
Facebook, Instagram. Retrieved from Businesses get $60 million budget boost to
advertise on Facebook, Instagram:
https://www.theage.com.au/politics/federal/businesses-to-get-60-million-marketing-
boost-in-budget-20190328-p518iv.html
Lee, K., & Carter, S. (2011). Global marketing management. Strategic Direction, 27(1).

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Leeflang, P., Verhoef, P., & Dahlstrom, P. (2014). Challenges and solutions for marketing in
a digital era. European Management journal, 32(1), 1-12.
Tiago, M., & Verissimo, J. (2014). Digital marketing and social media: Why bother?.
Business Horizons, 57(6), 703-708.