The rise of digital technologies has allowed customers to take a better-informed purchasing decision, by comparing prices, quality, and reading product reviews on the web. Power, today, is in the consumers’ hands. Having gone through a shift from the age of identity, the age of value, and the age of experiences, brands are now looking towards making business a personal experience. Bearing this in mind, Bank365’s website shouldn’t just act as ‘a contact card’ or a centralised collection of information about its product/s or service/s, but rather, should play a central role in a seamless, digital, user-brand experience.
Having a cycle in place of knowing what customers are looking for when they land on Bank365.com.mt and giving that to them; measuring user behaviour and aligning business KPIs; turning passive browsers into valuable conversions and defending against limited visitor patience are all activities which the Bank should focus on if it expects any improved results from the digital environment.
Bank365 undergoes the cycle of reaching, acting, converting, and engaging online with customers on a daily basis. When done right this has produced results, and as a matter of fact the company has been generating an average of 165 online leads per month (around 2000 online requests forms filled per year) since January 2015. Nevertheless, the aspiration to have a better-integrated digital marketing strategy can no longer be put aside.
Conversion rate optimisation (CRO) is a free approach to digital marketing focusing on inbound traffic, which, if adopted, will allow for lower acquisition costs and maximisation of profits; therefore more money to spend on additional acquisitions. Through CRO, Bank365 will get more of the right kind of customers, add value to affiliations and business partners, combat the limited attention span of the average website visitor, and generate momentum by having an edge on its competitors. The Bank’s website is a constant ‘work in progress’, hence there will always be room for improvement.
Inhaltsverzeichnis (Table of Contents)
- Organisation Background
- The Benefits of focusing on Conversion Rate Optimisation
- Monitoring and Reporting of Future CRO Developments
- The Digital Marketing Environment
- Potential Future Conversions
- Digital Marketing Mix
- TOWS Analysis
- Objectives
- Bank365: Digital Marketing Strategy
- Achieving the set objectives
- Integration into the Bank's Wider Marketing Activities
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This digital marketing strategy for Bank365 Group focuses on implementing a Conversion Rate Optimization (CRO) approach to improve online performance and drive customer engagement. The strategy aims to maximize the effectiveness of Bank365's online presence and achieve specific business objectives through data-driven insights and targeted digital marketing activities.
- Conversion Rate Optimization (CRO)
- Digital Marketing Strategy and Implementation
- Customer Behavior and Engagement
- Data-Driven Insights and Analysis
- Improved Online Performance and Business Results
Zusammenfassung der Kapitel (Chapter Summaries)
- Organisation Background: Introduces Bank365 Group, its structure, history, and mission. It highlights the company's focus on ethical and sustainable financial services and its strong commitment to employee development. It also provides an overview of the company's financial performance, products, services, and customer base.
- The Benefits of focusing on Conversion Rate Optimisation: Discusses the changing digital landscape and the need for a focused CRO approach. It highlights the importance of providing a seamless user experience, understanding customer needs, and converting passive browsers into valuable customers. The chapter emphasizes the potential benefits of CRO, including lower acquisition costs, increased profits, and improved competitive advantage.
- Monitoring and Reporting of Future CRO Developments: Outlines the importance of monitoring online user behavior and using data to inform future website improvements. It discusses the use of Google Analytics and the potential for incorporating additional analytics services. The chapter emphasizes the need for setting and tracking relevant key performance indicators (KPIs) to measure the success of CRO initiatives.
Schlüsselwörter (Keywords)
This digital marketing strategy focuses on key topics such as Conversion Rate Optimization (CRO), digital marketing, customer behavior, data analysis, online performance, business objectives, website improvement, Google Analytics, and key performance indicators (KPIs). The document aims to provide a comprehensive overview of the application of these concepts within the context of Bank365 Group.
- Quote paper
- Anonym (Author), 2016, A digital marketing strategy for Bank365 Group, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/1446250
