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Digital Marketing strategy - ICICI Bank.
- 1. 1 By Pooja Pathare & Tejas Zodage
- 2. 22 Khayal Aapka; Hum Hai Na
- 3. 33 iMOBILE APP AND WEBSITE
- 4. 44 CURRENT CAMPAIGN #InvestInTogetherness #AiFiFamily #FamilyBanking www.investintogetherness.com 4 episode series It talks about people investing their time in everything but family. It aims at investing in family together.
- 5. 55 Posts per day 1 Average number of posts made by ICICI Bank per day. 5.5M Total Likes 5.5M Total Follows ICICI Bank ICICI Bank – NRI Services 75.9K Likes 75.7K Total Follows Posts per day 1 Average number of posts made by ICICI Bank per day.
- 6. 66 478K Followers 31.6K Total Tweets Tweets per day 9 Average number of tweets made by ICICI Bank per day. 231K Followers 206K Total Tweets Tweets per day 250 approx. Average number of tweets made by ICICI bank per day. ICICI Bank ICICI Bank Cares
- 7. 77 ICICI Bank ICICI Bank 65.5K Followers 165 Total Posts Posts per day 1 Average number of posts made by ICICI Bank per day. Posts per day 0.3 Average number of posts made by ICICI Bank per day. 489K Followers 126 Total Updates
- 9. 99 COMPETITORS We understand your world THE BANKER TO EVERY INDIAN
- 10. 1010 COMPETITORS 67.7K 876K 65.5K 2.7M 17M 5.5M 315.2K 3.7M 478K 276.8K 879.2K 489K
- 11. 1111 SURVEY 2 10 7 8 4 10 7 5 0 2 4 6 8 10 12 Investments Savings Account Loans and Mortgagaes Insurance Bonds Fixed Deposit Salary Account PayLater Account No.ofpeople Different type of services Which services among these do you know about?
- 12. 1212 Awareness among the millennials about various services that ICICI has to offer. Aiming to get more engagement. Many millennials don’t know about various products and services banks offer. Though they have the need they aren’t aware about various services banks offer to invest their money. Problem Campaign objective
- 13. 1313 FInvestment (Financial Investment) For every life stages: Customized investment plans.
- 14. 1414 Mr. Finvestor A character present on website and application which will answer all your questions or financial investment queries. He will guide you through all the process while transacting or selecting a goal.
- 15. 1515 MICROSITES
- 16. 1616 MICROSITES
- 17. 1717 MARKETING CONTENT MAP ICICI icicibank.com Blog /blog FInvestment /finvestment Research Learning Centre Goal 1 Goal 2 Goal 3 Posts On Internet LINKS
- 18. 1818 BUYER PERSONA Income – 60K per month Location – Mumbai Device he use often ? Mobile and laptop What he does most using his devices? Facebook, email, Instagram, songs Amit Tandon Age – 28 years What does he have ? Savings 95K account Goals – • Start saving for retirement • Pay for his wedding • Save to buy a home • Start his own business • Start a family
- 19. 1919 WEBSERIES Total Followers = 867K Average Viewership = 171K Engagement rate = 1.47% Total Followers = 3.5M Average viewership = 930K Engagement rate = 0.34% Total Followers = 1.7M Engagement rate = 1.19% Total Followers = 5M Average viewership = 2.06M Engagement rate = 3.42% Total Installs = 5M Max. engagement rate = 1.8%
- 20. 2020 OFFLINE: In-branch ATM/ TV Ads • ATM having a human voiceover as Mr. Finvestor will thank customers to be loyal over years and choosing ICICI • Gifting people cash vouchers and personal gifts • This will be done at a branch receiving maximum footsteps • User experience will be recorded and a video showing various user experience will be posted on Instagram and shown as Television Ads
- 21. 2121 SEO 68 88 100 77 68 Performance Usability SecuritySEO Social B- B+ A B- SEO Usability Performance A+ SecuritySocial DA 66
- 22. 2222 SEO These options include : The Stock Market. The most common and arguably the most beneficial place for an investor to put their money is into stock market. Investment Bonds. Mutual Funds. Savings Account. Physical Commodities
- 23. 2323 SEO 5 easy ways to make your money work for you. Money tip #1: Eliminate your debt. Money tip #2: Invest in a retirement plan. Money tip #3: Invest in a EPF or PPF. Money tip #4: Automate your finances. Money tip #5: Leverage sub-savings accounts. Here’s what you need to think about today if you have kids who may be college bound in future. Does everyone actually need a financial plan? You might be surprised to learn that we don’t think so.
- 25. 2525 E-MAIL MARKETING FOR SUBSCRIBERS Welcome Services Got Goals? We know you were confused. We know what exactly you are looking for YES NO +1 +2 +3+3
- 26. 2626 EMAILS 1st Welcome: Subject- Welcome to ICICI FInvestment Preview- Your Savings and earnings is our prime motto 2nd Services: Subject- Let your money make money for you Preview- Here is the list of services we offer 3rd Goals: Subject- Got Goals? We Got You Covered Preview- We can help you achieve your goals 4th Email: Subject- We Know what exactly you are looking for Preview- Why shy, need help? Ask Mr. Finvestor he will get a customized plan for you 5th Email: Subject- We saw you are confused Preview- Allow us to help you. Get in touch
- 27. 2727 INFLUENCERS Nick Instagram 557K, ER 19.5% YouTube 2.5M, ER 10% Facebook 1.6M, ER 2% 2 video content with script on YouTube: 425,000 X 2 = 850,000 Content push 250,000 Videox2 YouTube Average 1.7M – 2.3M X2 Facebook Average 158K views X2 Instagram Average 382K views X2
- 28. 2828 ADS Social Media Ads: Budget – ₹ 4,50,000 Platforms – Facebook and Instagram Duration of Ads – 2 months alternate days Reach – 430,000 approx. Clicks – 172,000 approx. CPC – ₹ 2.62 Interests are chosen from audience insights
- 29. 2929 ADS Bumper ads: Budget – 50,000 Impressions – 120K-520K CPM – ₹ 96.2 Social media ad
- 30. 3030 REMARKETING ADS Budget – ₹ 100,000 Target Audience – People who have visited FInvestment web page Aim – Conversion *Tracked through Facebook Pixel
- 32. 32 THANK YOU!