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The purpose of this portfolio is to demonstrate your critical thinking and creative skills in the digital marketing space. Using the brand that you focused on in assessment. you are to design a digital marketing strategy for the brand. 


Explain why the brand has been unsuccessful in their digital marketing strategy. 


Identify and describe the target customer the brand is hying to appeal to. Why does the brand not succeed in meeting the needsAvants of the target customer digitally (not In terms of product offering). 


You have been asked to implement Facebook into your digital marketing strategy. Please explain how you would implement Facebook and draw or visualise what an example of your marketing would look like. Use theory from the lectures to support your idea. Your visuals here will show a Facebook page. The Facebook page must show all details of the page including display picture. company information and an example of three Facebook posts. 


You have been asked to implement Instagram into your digital marketing strategy. Please explain how you would implement Instagram and draw Of visualise what an example of your marketing would look like. Use theory from the lectures to support your idea. Your visuals here wit show your Instagram page. The Instagram page must show al details of the page induding display picture. company information and an example of three Instagram posts including hashtags. 

You have been asked to implement one other social media platform into your digital marketing strategy. Please choose a third social media platform, explain how you would implement the platform and draw what an example of your marketing would look like. Use theory from the lectures to support your idea.

Digital marketing

The digital marketing refers to the various advertisements that is delivered through the use of the different channels in a digital way such as the websites, social media, search engines, mobile apps and the emails. In the world of digital marketing, there are different activities that may not be agreed upon universally and has its primary focus on the paid search, SEO, Content marketing, Social media Marketing and so on. In this report, the primary focus will be on the digital marketing with respect to an organisation that is the Commonwealth Bank of Australia. The social sites like the Facebook, Twitter and Instagram will be reflected in the light of the Commonwealth Bank.

The commonwealth bank of Australia has reconstructed its plan in the operations of the digital marketing after the online officer and the former chief of marketing, Andy Lark departed in May. With the help of the digital marketing team, the Bank has enabled itself to deliver further solutions and making the investment enable and deliver solutions that is digitally across the different aspects of the Bank that includes the Wealth, Business and retail management (Yasmin, Tasneem and Fatema 2015).

The team was lead by Liza Frazier that made it responsible to launch and create the Bank’s MyWealth platform that was quite early to the year 2017. the Bank was even charged allegedly that hardly any steps was taken when the ATMs were accused of making a large amount that is the breach in the money laundering case and the financial laws of terrorism that involves transactions by failing to monitor these aspects. With the help of the digital media, the Commonwealth Bank has gained an importance in the society (Karjaluoto and Ulkuniemi 2015). The digital media helps the bank to become a face in the society, through it the people can easily recognize it and a sort of promotion can be done with its help. The Commonwealth Bank does not use it as actively as it is supposed to in the world of the digital marketing and hence its followers are not much. Active participation is highly required so that people gets to know about what is happening around and the activities of the Commonwealth Bank. Without being highly active in the social world no brand can develop itself and reach to the people (Yasmin, Tasneem and Fatema, 2015). People might forget if the company does not refresh about its works to its customers.

Target customers

The target customers are usually the people like the middle class, who keeps the money in the banks. The bank can be availed at any point of time in the day. Some of the events like money laundering and others that arose recently is all due to the different aspects on how the integral system of the bank is weak (Stephen 2016). The different customers vary in their class and some of them are even victims due to the weak integrated system of the Bank.

The Facebook is a social site and its theory lies in the fact that the more through these digital sites the organization is promoted the much easy it becomes for its promotion. Promotion is a process by which the customers gets to know about an organisation and digital marketing is the same things but through the help of the digital media and that can be the social medias even that is used in the recent days (Grishikashvili, Dibb and Meadows 2014).

Without digital marketing hardly any organisation can stand on its own. It needs to interact with the pubic on the grounds of the public, communication here plays an important part. The Facebook is a social media and the Commonwealth bank has a huge follower in there and through this medium the people can easily communicate their queries along with different suggestion in this page. The ultimate aim to use this medium is that they become digitally recognised (Chaffey, Smith and Smith 2013). The address, pages, suggestions, posts, messages all can be done at a go in the Facebook page.

                                                       

                                                               Fig 1: Facebook page of Commonwealth Bank

The instagram account is all about posting pictures. One can post their daily deeds in this site and people may react to it, follow it and also comment (Cheyne et al. 2016). There is a separate team in the office who are responsible for the digital marketing of the Commonwealth Bank (Leeflang et al. 2014). The Commonwealth Bank is a public sector bank and the people would like to hear about the different updates from the organisation.. Even if a massacare happens it is whole responsible of the digital marketing team to uphold the reputation of the organisation at any cost. The instagram has been in recent days that it has become so popular, Facebook ruled the market for long 4 years. The instagram is a highly appreciated social cite where the people can posts their photos of something eventful or interesting (Royle and Laing 2014). Instagram followers are not much high of the Commonwealth Bank and one can find it @commbank. Videos and photos are shared but the account seems not much highly active.

Facebook theory

This social site is primarily a use for the people who like to share something in a very brief words (Armstrong et al. 2015). The employers of the Commonwealth Bank can easily avail this Twitter and tweet about their days or anything they wish to. Its followers will be able to follow it, re tweet it and then share it. Pictures can also be shred the Twitter is an account that is very briefly one has to share its thoughts in the social media. The Commonwealth Bank has a lot of followers in the Twitter account, where they are known for its renowned name (Järvinen and Karjaluoto 2015). The twitter account is always handled by top officials who are willing to share their daily life in the Bank or may be an interesting thing that happened in the Bank can all be expressed through this Twitter account. Twitter account is something that is very user friendly and people are interested to know what is happening and only this account can bee updated daily. Being active in this digital world is quite necessary to show the stand of the organisation and remind in the minds of the people that such kind of Bank. Showing off their daily activity is a potential of the organisation (Ryan 2016).

Conclusion

From the above report, Instagram, Facebook and the Twitter account has been described with focus to the digital marketing. The Commonwealth Bank has been described with an eye on the world of the digital marketing. It is seen that the Commonwealth Bank of Australia is quite famous and has a huge number of followers inspite of the fact that recently it was accused of a money laundering case. The root of the Bank is quite strong and hence it will take time to ruin its reputation and its marketing schemes are also rare and highly appreciated by the managing directors of the organisation.

References

Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education.

Leeflang, P.S., Verhoef, P.C., Dahlström, P. and Freundt, T., 2014. Challenges and solutions for marketing in a digital era. European management journal, 32(1), pp.1-12.

Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge.

Järvinen, J. and Karjaluoto, H., 2015. The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, pp.117-127.

Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries. International Journal of Information Management, 34(2), pp.65-73.

Ryan, D., 2014. The Best Digital Marketing Campaigns in the World II. Kogan Page Publishers.

Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in Psychology, 10, pp.17-21.

Grishikashvili, K., Dibb, S. and Meadows, M., 2014, April. Investigation into big data impact on digital marketing. In International Conference on Communication, Media, Technology and Design (pp. 146-150).

Cheyne, A.D., Dorfman, L., Bukofzer, E. and Harris, J.L., 2013. Marketing sugary cereals to children in the digital age: a content analysis of 17 child-targeted websites. Journal of health communication, 18(5), pp.563-582.

Karjaluoto, H. and Ulkuniemi, P., 2015. Digital communications in industrial marketing. Journal of Business & Industrial Marketing, 30(6).

Bosomworth, D., 2015. Mobile marketing statistics 2015. Leeds: Smart Insights (Marketing Intelligence) Ltd.

Al Ateeq, A., Al Moamary, E., Daghestani, T., Al Muallem, Y., Al Dogether, M., Alsughayr, A., Altuwaijri, M.M. and Househ, M.S., 2015, February. Using a digital marketing platform for the promotion of an internet based health encyclopedia in saudi arabia. In ITCH (pp. 12-16).

Yasmin, A., Tasneem, S. and Fatema, K., 2015. Effectiveness of digital marketing in the challenging age: an empirical study. International Journal of Management Science a

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