QUALIFICATION UNIT NUMBER AND TITLE

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF) 02. DIGITAL MARKETING (LEVEL 5)

STUDENT NAME REGISTRATION NUMBER ASSESSOR NAME

ALEEHA CHAUDARY

DATE ISSUED SUBMISSION DATE SUBMITTED ON

22ND SEPTEMBER 2022 10TH DECEMBER 2022 10TH DECEMBER 2022

ASSIGNMENT NUMBER AND TITLE

ASSESSMENT CRITERIA TASK NUMBER EVIDENCE PAGE NUMBER

PASS 1 TASK 1 2
PASS 2 TASK 1 6
PASS 3 TASK 1 7
PASS 4 TASK 2 8
PASS 5 TASK 2 12
PASS 6 TASK 2 13/14
MERIT 1 TASK 1 2
MERIT 2 TASK 1 7
MERIT 3 TASK 2 8
MERIT 4 TASK 2 12
DISTINCTION 1 TASK 1 7
DISTINCTION 2 TASK 3 9-12

PLAGIARISM

Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the rules, however
innocently, may be penalised. It is your responsibility to ensure that you understand correct referencing practices. As a
university level student, you are expected to use appropriate references throughout and keep carefully detailed notes of all
your sources of materials for material you have used in your work, including any material downloaded from the Internet.

LEARNER DECLARATION
I CERTIFY THAT THE ASSIGNMENT SUBMISSION IS ENTIRELY MY OWN WORK AND I FULLY UNDERSTAND THE CONSEQUENCES OF PLAGIARISM. I
UNDERSTAND THAT MAKING A FALSE DECLARATION IS A FORM OF MALPRACTICE.

STUDENT SIGNATURE: ALEEHA DATE: DECEMBER 10, 2022

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DIGITAL MARKETING
Submitted to: PROFESSOR SADIA ZEESHAN

aleeha chaudary
HND BUSINESS
LEVEL 5
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Contents
TASK 1: Scenario-LO1..................................................................................................................................3
Digital Marketing in Muslim Commercial Bank Ltd....................................................................................3
SWOT ANALYSIS of Digital Banking in MCB................................................................................................3
PESTLE ANALYSIS of MCB............................................................................................................................5
LO2: Scenario-2...........................................................................................................................................7
DIGITAL MARKETING IN MCB.....................................................................................................................7
DIGITAL BANKING IN MCB......................................................................................................................7
Tools and Techniques used by the Organization for Integrated Marketing Campaign.............................7
Integrated Marketing Campaign in MCB Ltd..........................................................................................8
Analyze the effectiveness of MCB’s Integrated Marketing Campaign.......................................................8
TASK 3-LO3..................................................................................................................................................9
Design a digital Marketing Campaign using Multimedia to Optimise content that targets Key
Audiences................................................................................................................................................9
SOSTAC Digital Marketing Campaign.....................................................................................................9
Situation Analysis of MCB ltd.................................................................................................................9
Digital Marketing Campaign Objectives for MCB Live app:.................................................................10
Strategies and Tactics for Digital Marketing Campaign.......................................................................10
Unique Selling Propositions of MCB LIVE.........................................................................................10
MCB User Persona:...............................................................................................................................11
Digital Marketing......................................................................................................................................12
Social Media Calendar for Digital Marketing Campaign of MCB LIVE..................................................12
TASK 4-LO4................................................................................................................................................13
Assess the measurement techniques and performance metrics in digital marketing........................13
Critically Evaluate the Measuring Tools and Techniques used in the Digital Environment to assess the
successfulness of these Metrics................................................................................................................13
Measurement Techniques/tools and Performance Metrics of MCB live app.........................................14
Executive Summary of Critical Analysis............................................................................................15
References................................................................................................................................................16
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DIGITAL MARKETING
TASK 1: Scenario-LO1

Digital Marketing in Muslim Commercial Bank Ltd.

MCB Bank Limited is Pakistan's largest private sector bank, with 1,400 branches and 1,450 ATMs in the
country, as well as a presence in the UAE, Bahrain, and Sri Lanka.

MCB Bank is also one of Pakistan's oldest

banks, having been established in the
private sector in 1947. It became national in
1974 and then privatized in 1991. Nishat
Group, a notable commercial conglomerate
with diverse holdings in textiles, cement,
banking, insurance, power generation, hotel
industry, agriculture, dairy, auto
manufacturing, and paper products, has a
majority stake in MCB Bank.

(MCB Ltd., n.d.)

SWOT ANALYSIS of Digital Banking in MCB

STRENGTHS:

1) On Demand Service: The primary benefit of switching to digital transactions for MCB and most
banks would be that customers can conduct each and every transaction at any convenient moment.
They are not limited by bank operating hours.

2) Reduced procedures: MCB generates less data because consumers don't need to fill out the form for
transfers or reimbursements.

3) Statements of all kinds that are easily accessible: A customer can instantly obtain monthly, weekly,
or even annual statements by only signing up for MCB digital app

4) Funds disbursement within/outside of the nation: Customers can quickly send funds to anyone,
anywhere in the globe through RAAST campaign of MCB which is the pioneer of digital foreign banking
in Pakistan

5) Simple Bill Payment: Bills for utilities like energy, water, and telephone as well as for education,
online shopping, money transfers, ticket reservations, and brokerages in the stock market may all be
paid easily through the MCB app or MCB official website. Therefore, it's not necessary to wait in long
lines.
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6) Customized Services: MCB users can easily modify required services according to his or her
preferences, particularly on the Internet and mobile devices. Customers may quickly update their PINs
and credentials. For privacy reasons, they can even alter their PIN even on an ATM. In comparison to the
conventional channels, the installed service delivery channels provide him greater freedom and
personalization options.

WEAKNESSES

1) Indirect engagement: There is a lack of direct connection with bank workers. If a difficulty occurs
when using online banking, the client feels inconvenient and is deterred from using it freely will
persuade them back to their traditional ways

2) More upkeep and preliminary setup costs: Hardware and software setup requires a significant
investment. Furthermore, even after making investments, technology quickly becomes obsolete,
necessitating increasing maintenance costs, which has been MCB's greatest challenge by far causing
their digital banking systems to fall behind.

3) Concern of insecurity: Most clients are hesitant to utilise Digital banking because they are concerned
about transaction failures and a lack of adequate security safeguards.

4) Data loss is probable: MCB has one of the most secured network around the country but still data
loss is inevitable in digital banking in case of a technical fault/system crash. However, backup options
exist, but there is still a need to be cautious.

5) Prone to cyber offence: A highly secure procedure must be developed and deployed to protect clients
from cyber assaults. To utilise digital banking, security features such as biometrics and digital signatures
are made necessary in MCB

6) Customer coaching: MCB is one of the oldest bank in Pakistan which means most their clients are late
adults so, a big segment of clients who are not internet knowledgeable and are not comfortable using
online services and more used to the traditional ways of banking.

OPUTTUNITIES

The IT sector is quickly expanding, and new technology is becoming widely available. New technologies
have created new opportunities for banks since they may be used to improve services, increase
efficiency, transparency, and even make better decisions. Some of the possibilities are given below:

1) Using IT: The Internet is the most recent technical advancement in the IT world. It is the
interconnectedness of things that interact and exchange information over the internet. This system may
also collect additional insights, such as user wait period in banks, allowing banks to enhance their on-site
customer service by hiring more people to interact with clients. Banks may utilise IOT to detect risk and
fraud. E:g If a person wishes to receive a loan from a bank, data created by IOT via electronics, sensors,
software, wearables, spending habits, general image of the consumer in the market, and changes in
working capital can be used to assess a customer's financial health and hence creditworthiness.

2) Using Artificial Intelligence: AI refers to "machines' capacity to replicate human thinking, reasoning,
and decision-making." For example, a "intelligent assistant" powered by AI may query your bank
accounts and credit card data while also assisting you in managing your spending and budgeting. AI also
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assists users in saving significant sums of money with little effort. It links to your current account, and
the AI learns your spending habits, allowing it to regularly deposit moderate sums of money into your
connected savings account. (MCB Ltd., n.d.)

THREATS

1) Weak Communication System: The majority of the country's banks now use a communication system
that is prone to failure. There is a requirement for a strong and secure communication system that is
accessible 24 hours a day, such as VSAT, Leased line connections, and so on.

2) Lack of Awareness of Cyber Laws: People are hesitant to utilise Digital banking services because they
are concerned about potential fraud. This is due to a lack of understanding of the legal structure of
cyber laws. This may be bridged by increasing client knowledge through frequent seminars, adverts on
television, newspapers, articles in publications, and inclusion in school/college/university curricula,
among other things.

3) Inadequate Integration of Digital banking and Perhaps other Services: To make effective use of
Digital Banking Service as an important service to clients, banks and government, the
agencies/departments should work together where as in MCB there has been a lack of synergy. This is
the combination of Digital Governance and Electronic Banking Services, such as online challan deposit,
revenue fees, and utility bill payments options in MCB ltd.

(Md. Abdul Hannan Mia, 2018)

PESTLE ANALYSIS of MCB

Political

The traditional banking system are more affected by the current situation of politics than digital banking
in MCB, especially after the pandemic many people have turned to digital banking from the disruption
and closing of offline banking systems by the government and it has failed to fully recover from that
even until now and most procedures have gone remote. However, MCB tries hard to keep its business
away from the politics but it is not an easy task. MCB has no accounts of political leaders or parties.
However, its Online Customer Service Department faces peer pressure from such political parties.

Economical

Anyone who has tried to obtain financial products in MCB and any other bank in Pakistan has
encountered the maddening maze of paperwork, sloppy signatures, and hostility will understand. The
present physical infrastructure of banks, as well as the related people, are just too expensive to deliver
profitable financial services to the bulk of the population.

However, this is why MCB digital financial operattions have a tremendous chance in Pakistan. They may
attract consumers and sell products without a significant investment in fixed brick-and-mortar
expenditures and at significantly lower marginal costs, allowing them to gain access to a part of the
population as depositors and borrowers and establish a lucrative company. However, if digital financial
services providers are unable to roll out deposit products in Pakistan, they risk becoming irrelevant or
aggressively expanding outside.
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Social

The socio-cultural influences have affected MCB. At the moment, most European nations are pinning
their attention on Pakistan as a terrorist state, which is having an emotional impact on the people of
Pakistan. The majority of foreign investments in Pakistan have been halted. Pakistanis are traditionalists
who dislike MCB's modern banking atmosphere. Some clients do not use ATMs and prefer cash
counters, hence socio-cultural issues influence the banking environment and its operations.

Technological

Consumers, particularly the young and active Gen Zs, are driving the future of banking technology,
according to the survey, who regard technology as a critical aspect that improves their lives. As a result,
MCB’s Digital Banking use an application programming interface (API) to make confidential data
available to anybody who has the consumer's consent to access and benefit from the specified
information.

Because fintech has embraced API technology to enable their firms to function, their demonstrated
success is motivating more and more rivals to establish their own APIs. Developers can utilise APIs in
digital banking to enable a bank's mobile app to retrieve user account information.

Environmental

Green Banking is a phrase used by MCB to describe the promotion of environmentally friendly practises
that assist banks and their clients in recognising and managing environmental hazards, as well as
decreasing their carbon footprint and other socially detrimental acts. It strives to make banking
procedures, IT use, and Digital infrastructure more environmentally friendly and efficient while
minimising environmental effect.

MCB Bank recognises its national obligation to protect against environmental vulnerabilities and to play
its proper role in transitioning the country to a low carbon and climate resilient economy by
implementing the BOD's approved Green Banking Policy under the SBP's Green Banking Guidelines and
encouraging the use of Digital Banking.

Legal

MCB Bank Limited accepts the responsibility of being recognized as a company that is conscious of its
social and environmental responsibilities. The bank is always working to instill this through raising
awareness among stakeholders, improving its operating procedures, and reinforcing it through different
policies. The Bank prioritizes providing a safe and healthy workplace, protecting the environment, and
conserving energy via the use of suitable technology and digital banking practices. (Angela Dettori, n.d.)
 7

LO2: Scenario-2

DIGITAL MARKETING IN MCB

MCB Digital Banking is a consumer reliant and easy online banking platform that allows clients to
conduct safe financial and non-financial activities. MCB Internet Financial allows consumers to do their
banking transactions online in just a few clicks at their leisure and at no cost.

DIGITAL BANKING IN MCB

MCB Bank offers accounts and services to Non-Resident Pakistanis. The MCB Roshan Digital Account is
specifically for Non-Resident Pakistanis who live overseas and want to send money to invest in Pakistan.

MCB Digital Account Benefits:

The MCB Roshan Digital Account is to help Non-Resident Pakistanis save and grow their money in
Pakistan. The account can be opened online so NRPs can apply for it from anywhere.

Non-Resident Pakistanis (NRPs) are individuals who live outside of Pakistan for more than 183 days a
year. They can hold Pakistani citizenship or a foreign national with a Pakistan Origin Card. The MCB
Roshan Digital Account can be held as a Current account or a Savings account. The account is available in
Pakistani Rupees or a foreign currency. MCB has the account set up for online banking so the account
can be managed from overseas. (MCB Ltd., n.d.)

Tools and Techniques used by the Organization for Integrated

Marketing Campaign
What is Integrated Marketing Campaign?

Integrated marketing is a coordinated promotional strategy that combines advertising, public relations,
promotions, digital marketing, and social media channels. An example of integrated marketing would be
a promotional campaign that uses a combination of SEO, online ads, blog posts, and social media to
reach the greatest number of people possible.

Importance and Benefits:

Businesses can more effectively and efficiently communicate their messages to consumers with
integrated marketing. With multiple channels to reach consumers, businesses can more effectively reach
their target audience and ensure their message is heard. Additionally, integrated marketing helps
businesses to save money by using multiple channels to reach consumers. The goal of integrated
marketing is to create a seamless customer experience by delivering consistent messages across all
channels.

Components of IMC:

Paid ads, public relations, direct marketing, social media, SEO, paid search, email, and landing pages.
(Michael Miller, 2014)
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Integrated Marketing Campaign in MCB Ltd.

MCB Ltd. Is a company that uses integrated marketing effectively. The banking organization has a long
history of running successful marketing campaigns. We will discuss here the different methods acquired
by MCB for IMC.

Advertisements:

Having discontinued the outdated methods of tv advertisements, MCB has countless running gigs for
their advertisements such as SEO, MCB mobile app and top-ups on different websites and
international as well as national campaigns.

Campaigns:

One of the strongest suit of MCB ltd. is their campaigns on every ongoing crisis communication, their
digital media relations and issue management.

Social Media:

Despite of being one the “Old-Fashioned” companies, MCB has tremendous social media presence on
platforms such as Facebook, Twitter, Instagram and LinkedIn.

Websites and Emails:

MCB also has their own website and emails and 24hr hotline numbers for customer services

Associates and subsidiaries:

MCB Ltd. is associated with several other groups such as Adamjee Insurance Company and Euronet
Private Limited, it also has a few subsidiaries like MCB Islamic Bank Limited, MCB Arif Habib Savings &
Investments Limited, MCB Non-Bank Credit Organisation ”Closed Joint Stock Company”, Financial &
Management Services (Private) Limited etc etc (Anon., n.d.)

Analyze the effectiveness of MCB’s Integrated Marketing Campaign

MCB Ltd. became one of Pakistan's largest and most successful banks, with over 1,400 branches and
1,450 ATMs in the country, as well as a presence in the UAE, Bahrain, and Sri Lanka. With over 8 million
clients, MCB dominates the banking and financial services sector in Pakistan, and consumers all over the
world have 24/7 access to MCB Bank through its World Class Internet Banking. On a group basis, the
bank operates Pakistan's second biggest network of around 1,600 branches. PACRA has assigned the
bank the highest local credit ratings of AAA / A1+ for long term and short term, respectively.

MCB apart from being of the oldest banks in Pakistan, it has not only survived but thrived through the
decades it’s been introduced, this is all due its appropriate use of digital marketing and keeping up with
all the trend of today’s modern technology based era which would not have been possible if it stuck wit
its traditional ways of banking, MCB has only developed through the years and so has their ways of
communication with their target audience, it’s success is the only required proof of these facts. So, it is
safe to say that by aligning its various digital marketing channels, MCB ltd. is able to effectively market
the benefits of its new and updated services to consumers through their various Integrated Marketing
Campaigns. (MCB Ltd., n.d.)
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TASK 3-LO3
Design a digital Marketing Campaign using Multimedia to Optimise content that
targets Key Audiences.
SOSTAC Digital Marketing Campaign Situation
Analysis
It is an acronym for Smith's six fundamental bases of
marketing: situation, objectives, strategy, tactics, action Control Objectives
and control. SOSTAC contains a general digital marketing
strategy which can be applied in various commercial
situations.

We will go through the various facets of SOSTAC model in Action Strategy

order to create and launch a digital marketing campaign

for MCB Ltd. Starting with its situation analysis. Tactics

Situation Analysis of MCB ltd.

The situation of MCB ltd. in the market has already been assessed in TASK 1: Scenario-LO1 through
SWOT and PESTLE analysis, we will narrow those points down to a summary so we can come up with a
digital marketing campaign that highlights the most unique selling proposition of Digital Banking in MCB
ltd.

Analysis summary:

All our previous analysis, leads us to believe that MCB has great potential in digital banking. MCB is one
of, if not the most traditional banks in Pakistan, and it has stuck to those traditional roots as far as
 10

banking goes. MCB has thrived through the decades by keeping up with the modern trends and being
one of the first banks in Pakistan to offer digital banking, it still has never been its strongest suit, so it
needs the right execution in terms of marketing.

Digital Marketing Campaign Objectives for MCB Live app:

A few years back, MCB detached their traditional services with its Digital
Banking sector with their MCB LIVE app which, at the time, became the
pioneer of banking apps and online banking in Pakistan, this is going to
be the focus point of marketing for our campaign.

About MCB LIVE

MCB Live is the new flagship digital banking arrangement of MCB Bank
that has been planned to offer better than ever administrations to our
clients, with a view to safely and helpfully direct monetary and non-
monetary exchanges. MCB Live has a totally new user interface and an instinctive format that will
empower you to manage digital banking exchanges helpfully in a hurry or from any place you might be.
MCB Live is New, its Quick, its Cutting edge!

Strategies and Tactics for Digital Marketing Campaign

With the right execution of marketing MCB live has the potential to become a top-tier brand for digital
marketing in Pakistan. MCB live has some major USPs that we can use to lead a successful marketing
campaign, in order to do so, we will highlight every single salient feature of this app that sets it apart
from every other competitor app in the digital marketing business

Unique Selling Propositions of MCB LIVE

MCB live is more than just a regular digital marketing app that allows to
pay our bills and do shopping online or any other online transactions.
MCB live comes with some outstanding and new features that
include:Multiple Account Management Settings:

MCB live users can open not only one but multiple physical bank
accounts with a few clicks on their phones with no unnecessary
paperwork and manage them just by on the app without any hassle.
Opening a bank account with MCB live is the same as going to the
bank, waiting in a long queue and then doing a ton of paperwork only
faster, easier and so much more convenient for the user.

Request for Services Online:

Just when you think it cannot get any easier, MCB live also offers online requests for credit cards, debit
cards, cheque books and even your online banking statements straight to your doorstep in just a matter
of days.

Supported Services:

MCB live also supports the selective services for foreign banking like RAAST id, Roshan digital account
and gold visa cards.
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MCB User Persona:

Let’s go through some typical MCB live users personas;

Margot Robbie

Profession: Investor

Income: 80k-100k

Age: 43

Financial Objectives: This person has a regarded position in his employer and is a
top level salary worker. He has a 401K and different reserve funds. In spite of the
fact that he can likely compensation for his youngster's advanced degree using
cash on hand, he actually needs to see his reserve funds develop. He didn't
remember to put away his cash up to this point and doesn't have the foggiest idea where to start. He
has some information on exchange on the financial exchange, however he is in a rush in light of his
bustling timetable.

Jack Daniel

Profession: Entrepreneur

Age: 32

Income: 60k-100k

This individual launched off her own start-up a year prior and the business has
developed exceptionally quick. Presently, she is hoping to lay out a continuous
relationship with a bank for her business. Despite the fact that she has a bookkeeper, she jumps at the
chance to explore and look at every one of the choices herself. Later on, she will be keen on taking out
credits to help business extension.

Julia Robberts

Millennial

Age: 29

Income:30k-40k

This individual moved on from school last month, so she is currently living all
alone. She is endeavoring to take care of her understudy loan obligation,
notwithstanding month to month bills and everyday costs. As of not long ago, she has been monetarily
reliant upon her folks and doesn't have a monetary arrangement for the future - she just thinks a couple
of months to come. (Kothari, C.R., 2014)

This individual moved on from school last month, so she is currently living all alone. She is edeacoring to
take care of her students
 12

Digital Marketing
Social Media Calendar for Digital Marketing Campaign of MCB LIVE
For our marketing campaign we will first create a marketing calendar so that we can manage all our
business ideas in one schedule with proper timelines and dates from the get go. We have previously
discussed about MCB’s social media presence, now keeping that information in mind we will put
together a social media calendar for the digital marketing campaign of our venture.

FACEBOOK INSTAGRAM
HASHTAG AUTHO CONTENT AUTHO
DATES CONTENT TYPE DATES HASHTAGS
S R TYPE R
Junwoo Sabir
01-01-2022 Pictorial ads #MCBank 01-01-2022 Write a Blog #bank4life
kim Shah
Blog Posts, Tim #MCBbank Ben
13-05-2022 #Bank4life 13-05-2022 Post a pic
banking Tips barnes #MCByouth Tennison
Share
Share a Funny Max #MCBaccoun Micky
22-06-2022 #mcbat75 22-06-2022 Inspirational
meme Black t Jagger
Quotes
Facebook Business #MCBLIV Urie
25-07-2022
Pages E Brandon
GOOGLE PLUS LINKEDIN
HASHTAG AUTHO CONTENT AUTHO
DATES CONTENT TYPE DATES HASHTAGS
S R TYPE R
Build strategic
Brian Industry News Joe
01-01-2022 networks with N/A 01-01-2022 #Raast #News
hoffman and Research Mcbloom
circles
Use ripples to add
Stuart
13-05-2022 influencers to your N/A 13-05-2022 Blog Posts #MCBlive Wali talal
little
circles.
Share Inspirational Tommy Quick Tips,
22-06-2022 #quote 22-06-2022 #Bankinglife JK
Quotes turner LinkedIn Ads

TWITTER PINTEREST
HASHTAG AUTHO CONTENT AUTHO
DATES CONTENT TYPE DATES HASHTAGS
S R TYPE R
Sharing of
Sharing of news Harry Daniel
01-01-2022 #mcbnews 01-01-2022 interesting #MCBbank
and stories Jaggard Johns
products
Re-tweets of Austin Rahul
13-05-2022 #tweet 13-05-2022 Boards #board
follows Mcullen Modi
Sharing of
#Mcbprom Serena #Bank4life
22-06-2022 Promoted Tweets 22-06-2022 interesting
olive Venn #FoodPanda
recipes
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TASK 4-LO4
Assess the measurement techniques and performance metrics in digital
marketing
To monitor the success of your marketing campaign, you must first establish your goals and objectives.
Then, you must select the key performance indicators you will require. You run the risk of losing focus
on the aspects of your business that are most important to you if you did not use key performance
indicators and performance metrics (KPIs).

Critically Evaluate the Measuring Tools and Techniques used in the

Digital Environment to assess the successfulness of these Metrics
In LO2: Scenario-2, we have already discussed the different tools and techniques that can be used by
organizations for Digital Marketing campaigns such as;

Advertisements:

Having discontinued the outdated methods of tv advertisements, MCB has countless running gigs for
their advertisements such as SEO, MCB mobile app and top-ups on different websites and
international as well as national campaigns.

Campaigns:

One of the strongest suit of MCB ltd. is their campaigns on every ongoing crisis communication, their
digital media relations and issue management.

Social Media:

Despite of being one the “Old-Fashioned” companies, MCB has tremendous social media presence on
platforms such as Facebook, Twitter, Instagram and LinkedIn.

Websites and Emails:

MCB also has their own website and emails and 24hr hotline numbers for customer services
 14

Measurement Techniques/tools and Performance Metrics of MCB live app

Whatever measurement techniques and performance metrics you use solely depends what you are
advertising with your digital marketing campaign.

We have to mold these measurement tools and techniques to make them appropriate for marketing an
app especially a digital banking app such as MCB live.

We have opted for a digital banking app MCB live, our measurement tools and techniques and
performance metrics included downloads, CTAs, social media advertisements, surveys, SEO, app
ratings and reviews, website etc

We used these performance merits and evaluated the real-time results as follows;

Clicks and Downloads

It’s a fundamental metrics that gave us a clear idea of our app’s popularity. We did an analysis the
‘’before situation’’ of our marketing campaign and the after result of the campaign and compared them
both and results were fairly obvious.

Result:

The downloads of MCB live app sky rocketed after the digital marketing campaign and around 20,000
more people downloaded the app within the span of 2 weeks.

Success rate of CTAs

Moreover, we found the numbers of clicks and downloads that came through our Call to Actions (CTAs)
on the social media posts from our digital marketing campaign by comparing the before and after we
got clear numbers to measure the success rate of the marketing campaign of MCB live app.

Result:

It was discovered that most people discovered MCB live app through the digital marketing across MCB
bank ltd. official social media platforms and they were easily able to follow up the CAT links to install
MCB live app.

Surveys
The following survey was also posted across all the social media platforms of MCB bank Ltd. to measure
the success rate of the social media content of our digital marketing campaign.

Dear Customers, do you have the MCB live app on your phone? If so let us know how you discovered the
MCB live app!
 Yes, I discovered it through a social media post

 No, I have not downloaded it yet

 Yes, I discovered it through search engine optimization

 No, I don’t need the app

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Results:

A lot of people discovered MCB live app through the digital marketing campaign resulting in a 30%
increase in clicks and downloads of the app.

MCB Ltd. Website:

There was a portion of the official MCB bank Ltd. website dedicated for the information and
advertisement of the MCB live which was directly linked to the MCB live website and app which also
gave positive results.

Ratings and Reviews

After thoroughly marketing our USPs, we asked MCB live users to rate our app on a 5-star scale on the
app store and leave their honest opinion on the app and any possible critics that might help us make
improvements, so we can get a first-hand review of MCB live.

Result:

The app was rated 4.2 stars after people discovered all the new features of MCB live, there were some
concerns with the performance that we were informed of, through the reviews on the app store, which
helped the app improve its services in the future.

Executive Summary of Critical Analysis

In this critical analysis we assessed the measurement techniques and performance metrics in digital
marketing and their efficiency with the help of MCB Ltd. social media platforms. We derived the set of
actions from task 2 and aligned them appropriately with task 4 to digitally market MCB live in real time.
We critically evaluated the measuring tools and techniques used in the digital environment to assess the
successfulness of these metrics. Some changes were also made in the tools and techniques discussed in
task 2 to appropriately devise a performance analysis for our digital marketing campaign. We also
concluded this critical analysis with an evaluation of the success rate of measurement tools and
techniques and performance metrics used in our digital marketing cam
 16

References
(Chappel, et., Al 2020)., n.d. s.l.: s.n.

Angela Dettori, M. F. C. D., n.d. Can online service recovery interventions, s.l.: s.n.

Anon., n.d. .
https://www.researchgate.net/publication/259898016_Trends_and_Innovations_in_Bread_Bakery_a.
[Online].

Kothari, C.R., 2014. Researcher methodology. s.l.:New Age International Publishers.

MCB Ltd., n.d. MCB. [Online].

Md. Abdul Hannan Mia, M. A. R. M. U., 2018. E-banking: Evolution, Status and Prospects. Hoshuapur,
s.n.

Michael Miller, 2014. B2B Digital Marketing. s.l.:1e, Pearson.

Prahalad Mishra, 2015. Business Research Methods. s.l.:Oxford University Press.