Task 1
Organizational summary:
i. Organization name: Dialog Axiata PLC
ii. Organization Type: Public limited company
iii. Size of the organization: Dialog Axiata PLC is the largest telecommunication
provider in Sri Lanka with 13.8 million subscribers which calculates for 44% of
the entire market. The company is listed on Colombo Stock Exchange (CSE) as
DIAL, with a market capitalization of Rs. 82.3 billion ($488 million), and it’s the
fifth largest company listed in CSE by market capitalization. It’s a subsidiary of
Axiata group Berhad, which has 83.32% stake of the company, where the rest is
held by the public. The Dialog brand has value of Rs. 28.6 billion ($161 million),
which is the third most valuable brand in Sri Lanka. It’s also Sri Lanka’s largest
foreign direct investor, which has investments totaling $2.5Bn. As the largest
mobile operator in Sri Lanka, the company has provided jobs for over 5000
people inside the nation and abroad.
iv. Product and Services: The Company provides advanced telephony services,
high speed broadband services, and cable television services to a customer base
of 13.8Mn in Sri Lanka, via 2.5G, 3G, 3.5G, 4G, and 5G networks. It leads the
market in mobile services, and it has a big presence in fixed telecommunication
industry, as it approaches fixed telecommunications and digital pay television
through its fully owned subsidiaries: Dialog Broadband Networks Pvt Ltd., Dialog
Television Pvt Ltd., which provides a high-quality service to a viewer base of over
1.1 million.
v. customer base
B2C
Dialog provides personal mobile connections, internet connections as home
broadband and television connections.
B2B
Dialog provides cooperate mobile connections and internet connections to
organizations and institutes.
vi. Main Competitors: There are four other competitors in Sri Lanka’s
telecommunication market: Mobitel, Airtel, Hutch, and Etisalat, and Sri Lanka
Telecom’s Mobitel Pvt Ltd is the largest mobile operator after Dialog Axiata PLC,
with a subscriber base of over 9 million. Mainly because they also present in
mobile broadband television and fix lines where 4 other competitors only
present with mobile and internet services. The market share of the mobile
telecommunication market between the competitors can be contrasted as
follows,
Summarize the key benefits of having a vison of how online activities could be used by the
organization:
Different authors have defined vision in many ways. Kotler [CITATION Kot90 \n \l 1033 ] describes vision
as a “description of something (an organization, corporate culture, a business, a technology, an activity)
in the future” In another study done by El Namaki [CITATION MSS92 \n \l 1033 ], Vision is explained as a
“mental perception of the kind of environment an individual, or an organization, aspires to create within
a broad time horizon and the underlying conditions for the actualization of this perception “ In simpler
terms a vision explains where the organization intends to stand in a certain point in the future.
In todays world, companies are getting more and more digitalized. By Having a vision statement that
focuses on how online activities can be used will have major of benefits to the company in such business
environment.
1. Vision statement will show how digital marketing and e-business can transform the organization
in the future by innovation and investment [ CITATION Dav10 \l 1033 ]
2. Clear vision statement will act as a motivator and will inspire the employees by showing the
future potential of digital marketing [ CITATION Mic19 \l 1033 ]
3. A vision statement will act as a guidance when the organization is facing a challenge in a digital
marketplace [ CITATION Toy15 \l 1033 ]
Vision statement of Dialog is “to be the undisputed leader in the provision of multi-sensory connectivity
resulting always, in the empowerment and enrichment of Sri Lankan lives and enterprises” [CITATION
Dia15 \l 1033 ] Company can use online activities in reaching this vision.
Use online activities to set up Benchmarks and company objectives that will support the
company to face the competition more successfully
Collaboration of effective online tools such as social media, online forums, online surveys to
deliver holistic marketing message
Dialog Having a vision that compliments the digital efforts and the use of online activities in marketing
efforts have a couple of benefits:
1. Facilitate Marketing efforts that serves to a wide range of customers in a more personalized
manner: Dialog can use theory of personalization in this process. This theory explains how
digital means can be used in internal marketing in order to create a customized experience
to the receiver This theory explains how digital means can be used in internal marketing in
order to create a customized experience to the receiver [ CITATION Mir171 \l 1033 ]
Figure 1.9: Theory of Personalization
Source:[CITATION Kub14 \l 1033 ]; [CITATION Rob17 \l 1033 ]
2. Todays business environment is rapidly changing and organizations needs flexible marketing
efforts in order to survive and succeed in the market [ CITATION Sha15 \l 1033 ] Online marketing
efforts can provide this flexibility to the organization through search engines that evolve and
adopt customer online behavior [ CITATION Web11 \l 1033 ]
3. Dialog can identify different customer segments and cater to each specific needs of these
segments.
Eg: Dialog can conduct promotional activities and monitor customer behavior via social media
platforms for teenagers while web marketing and direct marketing via email will be more
suitable for corporate customer.
4. Search engines will monitor and adopt customer online behavior and will help Dialog gather
customer trends and change in behaviors [ CITATION Web11 \l 1033 ] This will allow Dialog to
track and prepare for future trends hence securing future sales
5. Dialog can use new portraits, social networking platforms such as Facebook, Youtube and
Instagram as intermediaries and influencers that will attract potential customers.
Illustrate three ways that integrating online marketing activities with offline marketing activities could
support customer acquisition:
Most of the companies still adopts traditional offline marketing tools and only a few have been able to
integrate online marketing tools and offline marketing tools to deliver a holistic marketing message to its
target audience. Studies suggest such marketing campaigns are more effective than pure traditional or
pure online marketing strategies [ CITATION Sab09 \l 1033 ]
1. Apps and co creation - Mobile Check in at physical locations [ CITATION MAr14 \l 1033 ]
With the high competition in the market place, only a carefully designed marketing strategy will not
encourage the customer to choose Dialog over other service providers. Dialog can introduce an app
where customer can check in via a mobile app when they visit a physical store and they will be entitled
for a reward as an example, free talk time. This will increase the customer engagement, interactive
online and offline communication and will also create positive word of mouth.
2. Customized URLs to track marketing efforts
Most of the offline marketing efforts cannot be accurately measured hence companies would not know
which offline marketing effort lead the customer to them. Dialog can use customized URLs to track and
measure which offline marketing tool lead a specific customer to purchase a product or service from
Dialog. This will allow Dialog in marketing budgeting, deciding which marketing strategies are more
useful and understanding it’s target market better.
3. Real time – two way communication
Dialog can conduct physical promotional campaigns with attractive offers to the customers who visit the
campaign. Then the company can gather customer data and create an online channel where customer
can easily access to information on products, services, promotional campaigns etc. This will allow the
customer to build a closer connection with Dialog and be up to date about the company’s offerings.
These direct online channels also can be used to send personalized relevant marketing advertisement to
each customer based on their buying pattern, search history and online behavior that will improve the
customer satisfaction and encourage customer to retain with the brand.
Task 2
Analyze the online behavior of one key customer segment in order to better understand how to improve
customer acquisition for the chosen organization
Dialog has focused on several key customer segments when offering their products and services. EG;
Youth and young customer, corporate customer, Government servants and retired population.
Youth and young customers are one of the main key segments that are mostly involved and relatable
with Dialog products and services. There are several main characteristics observed in this segment.
Majority of the segment is aged between 18-30
Prefers to be connected to digital world at any given time hence mobile devices are more
popular among the segment. Eg: Mobile phones, tablets
Social media is a part of the lifestyle and uses to stay connected and be updated about current
trends
Have less time at hand hence prefers communication tools that provide easy and fast access to
information and surrounding
Career Multitasking is common as many are occupied with a day job and an online career as a
secondary occupation.
Eg: Jessica works as a designer for a reputed company daytime and runs her own online clothing
store as a part time occupation.
Understanding the online behavior of this customer segment will allow Dialog to strategically plan their
marketing efforts and deliver the marketing message via most effective marketing channels.
1. This customer segment is connected through internet to a vast data system that allows them to
compare competitor pricing and products before choosing a brand. Most of them read through
review sites and price comparison sites before purchasing a product or service. Dialog should
maintain a user-friendly and website that will attract the potential customers and retain the
existing customer by providing a better online service that meets the customer expectations.
Dialog can use pop up advertisement to draw attention and draw the customers to Dialog sites.
Dialog can also conduct online promotions that will grab the attention of the customers while
they surf through the internet.
2. The segment focuses more on the latest trends hence always searching and browsing through
the internet looking for such products and services. Dialog can offer attractive packages,
payment plans and offers that will quickly grab the attention. Dialog already offers its customer
the chance to buy a phone and pay partly within an agreed time period and this has grabbed the
attention of the segment as it allows them to keep us with the trends, hence high customer
satisfaction toward the brand.
3. Social media is a big part of their lifestyle hence the main marketing channels they come across
are social media, email marketing, Youtube advertising, direct marketing and social TV.
Traditional marketing tools such as newspapers and Television are less effective on this segment.
Therefore, when Dialog conducts marketing campaigns for this specific segment it should be
mainly focusing on social media and digital channels that give higher weightage on Facebook,
Instagram, Youtube, twitter etc.
4. This customer segment is always on the run and prefer easy ways of doing a task. As an example,
they will be impressed by the option to do a payment through a click than visiting the bank or a
physical store of Dialog. Hence Dialog should enable all its information base and services as
much as possible on online to avoid customer frustration of visiting physical outlets.
Recommend two SMART digital marketing objectives focused on improving online customer
acquisition for the key segment within the context of your chosen organization
Organization needs specific goals in order to work towards the vision and mission and not loose
direction. In order to achieve set goals, organizations needs to break it down to objectives. However,
companies tends to generalize its objectives that will ultimately loose focus hence less effective. SMART
objectives ensure the objectives are organizational specific and effective in the long term.
Figure: SMART objectives
Source: [ CITATION Dav18 \l 1033 ]
Dialog can set its digital marketing objectives basing on SMART objectives. As examples:
1. Acquisition objective – Acquire 50,000 more active followers through social media
platforms within next 6 months.
Youth segment is more connected to the internet and gaining more and more customers
online will be more effective for dialog’s marketing campaigns that will be carried out
focusing this specific segment. In order to gain more online customers Dialo can use
social media following strategy. When a customer is interested in a particular site, they
can set up their settings to follow the page/ website in order to receive the latest
updates on the specific brand. This increases customer brand engagement and will allow
to reach the brand on a more personalized note resulting stronger and effective
relationship between the parties.
Dialog can conduct online promotions such as give-aways, online games, special
discounts and offers for social media followers, online sales etc in order to grab the
attention of the youth segment. These strategies will draw the existing customers
attention as well as the potential customer resulting increased follower base. This will be
a very cost-efficient marketing tool as well.
Source: [ CITATION Dia19 \l 1033 ]
2. Conversion objective – Increase the average online sales value per customer in Rs.5000
within the financial year.
Youth segment surf through internet however, the conversion of consideration on a
product and purchasing a product online maybe very low. This may be due to
complicated payment processes, security concerns, guarantees, complex websites,
website loading speed, not enough information on the product/ service, lengthy
processes etc.
Dialog should ensure their websites are informative and up to date with their offerings in
order to give the customer a pleasant online experience. It is vital the interface is user
friendly and the buying and payment processes are simplified. Most importantly, Dialog
should convey the message that all the online transactions are secured, and the
company takes responsibility regarding any mis communications. A help desk option
should always be available to ensure the customer can reach out to the brand at any
given point. When these conditions are satisfied, the youth segment who are anyway
willing to perform online transactions will be further encouraged to move to
consideration stage to the buying stage that will ultimately increase the average online
selling value per customer.
Source: [ CITATION Dia191 \l 1033 ]
Digital marketing mix to achieve the SMART objectives
Marketing mix is defined as “set of actions, or tactics, that a company uses to promote its brand or
product in the market” [ CITATION The19 \l 1033 ] A typical marketing mix is consisted with 4Ps: Price,
Product ,Place, Promotion while in service industry another 3Ps are added to the main 4; Physical
evidence, Process and People. Digital marketing mix is where the 4Ps are adopted in digital means.
Email marketing – Dialog can conduct marketing
campaign via email flyers for the youth market
who is a part of the corporate world as well.
This will be more efficient for this sub segment
as they are always connected to their emails
and will feel a sense of recognition and validity.
Lead generation – Lead generation means
initiation of consumer interest on the specific
product or service. Dialog can use pop up
advertisements, Youtube adverisements to grab
the customer attention and lead them towards
the brand’s website that will help Dialog to
achieve the customer acquisition objective.
Social media marketing – Facebook
Main two SMART objectives chosen for Dialog is advertisements, public posts that allow
customer acquisition and conversion objective. customers to comment and express their ideas
In order to achieve these objectives digital on the product, review products, special
marketing mix will be vital.
discounts for social media followers will allow Dialog to retain its online customer and understand their
requirements better and provide a better customer service over the other competitors. This will result in
customer acquisition as well as higher conversion rate .
Website optimization – Web site optimization is the process of upgrading a website so that it will appear
higher in search engine results pages. This will enable Dialog to be the first option customer goes to and
the superior service will retain the customer with the brand once they visit dialog web page. Dialog can
also use popular hashtags so that it will appear on the search list of the customer when they surf
through internet for a certain product or service. This will directly impact the customer conversion rate
of considering on a product/ service to buying that specific product/ service.
Task 3
Explain how the digital marketing mix recommended in task 2C will be effectively coordinated across
different digital hardware
Illustrate two benefits that the monitoring and measurement of digital marketing activities can offer the
chosen organization
Once the organization identify its target market and their online behavior, they can allocate digital
marketing efforts that suits the customer segment to gain the maximum benefits. However, it is vital that
organizations monitor and measure the process and results of these marketing efforts in order to decide
if its effective and in order to strategically plan their future marketing activities.
There are number of factors that will decide what exactly needs to be measured in a digital marketing
activity : [ CITATION Bui19 \l 1033 ]
1. Online channels in use:
2. How the channels impact the customer and the marketing objectives of the company: Most
impact on Awareness, acquisition or conversion objectives?
3. What are the outcomes expected? Eg: Increased sales, increased followers
By effectively measuring the performance of digital marketing activities, dialog will have couple of
benefits:
1. Improved return on investment –
ROI – ROI is the “value that an organization derives from investing in a project” (CIM,
2018) which is calculated as below.
[ CITATION Inv18 \l 1033 ]
Dialog can identify which digital marketing activities have been more effective on the customer segment
by the increased return on investments. This will prove the specific activity have accomplished its
purpose and that investing further on such positive return projects will have a positive impact on overall
company performance. This will also allow Dialog to identify digital marketing projects that have lesser
returns and can decide if it is required to continue such activities or discontinue and invest that amount
in a higher return digital marketing activity, resulting in more efficient marketing budget allocation and
less wastage.
As an example: A television advertisement that targets the youth will have a lesser return when
compared to a social media promotional campaign. However, in this case Dialog needs to decide if the
social marketing channels are strong enough to operates on its own or if television marketing also
needed to reach out to a much wider audience. Continuous monitoring and evaluation will generate data
that will support Dialog to take a more informative decision
Improve sales by increasing conversion rates – Continuous monitoring and evaluation of digital
marketing activities will allow dialog to understand which channel or activity has the most impact on
conversion rate. When the digital marketing plan is decided for the next period, company can take these
data in to consideration in deciding the most effective and efficient marketing mix that will support the
company to achieve its SMART objectives and ultimately the overall vison of becoming the undisputed
leader in the telecommunication sector. This will also increase the overall sales value of the company as
a result of high customer satisfaction.
Asses three opportunities presented by internet enabled technology in facilitating online transactions
PayPal :
PayPal is currently the world’s most used payment channel which process over billions of transactions
over a year. Users needs to set up a Paypal account to obtain this service and the payment are made
using an account or with a credit card owned by the specific user. This service allow the customer to pay
directly to an email address or send money which is not a very common feature in other online payment
sites.
There are certain benefits for a user when using PayPal:
1. Credit card security: Credit card or bank account numbers are requested only once when you
pay through PayPal. These highly sensitive information is requested at the initial stage and stored
in PayPal secure system and will not be re-requested when the user does payments. This will
ensure high security from third parties such as hackers.
2. Flexibility : PayPal allows the user to register multiple account ensuring the online purchase will
be successful at the first time and the transaction will not get declined due to insufficient funds
in a single account.
3. Cost - PayPal charges 2.9% + $0.30 per transaction and does not require any monthly fee from its
customers that has attract the attention of most of the customers opposed to sites that require a
subscription payment to be eligible to use the service.
Amazon Payments
Amazon payments allows its customers to pay and receive money through their website. This has
following benefits to the user:
Convenience: Customers have the flexibility to use the information available on Amazon.com account to
complete their purchases without being requested to re-enter their shipping address or payment
information. Also, to make this process more convenient, Amazon has created and patented their 1-Click
feature where customers can place orders instantly [ CITATION Mai14 \l 1033 ]
Protection: Customers will be more confident in their payment process as the Amazon payment is under
the Amazon A-Z guarantee.
Cost - Amazon allows the users to send or receive money via API and ACH respectively. The charges vary
from transaction to transaction where the fee starts at 2.9% + $0.30 per transaction for payments over
$10 and for payments under $10, the fee is only 5.0% + $0.05 per transaction
Online banking:
Online banking is a method of banking in where all the transactions are conducted in electronic means
over the Internet. This allow the customer with the luxury of processing transactions from anywhere in
the world without having to go to a physical bank. Online or internet banking offers number of benefits
to the customer when compared to traditional banking methods.
1. Easy to open and operate the account
2. Online banking is available 24/7 making it more flexible and efficient than traditional
banking.
3. Online banking is faster in processing its transactions and it allows the users to maintain
several accounts easily.
4. Allows the user to track and monitor all the transactions at any given time and check the
balance when ever needed.
5. Users can detect any fraudulent activities before the impact gets much severe.
6. Also a great marketing channel for the banks to offer their new producst and services to
the customer
