Group 5 final m3 project
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This document provides an integrated marketing campaign proposal for SolideBank to promote their mobile banking app called ConnectWithMe. The proposal focuses on a mobile-first approach and highlights statistics on growth in mobile banking and payments. It outlines search, display, and video advertising strategies utilizing technologies like 5G, AI, voice assistants, and digital billboards. The proposal emphasizes targeting the right audiences with personalized ads and messages. It stresses the importance of collaboration between internal teams and vendors to effectively leverage customer data and technologies to optimize the digital marketing strategies.
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Group 5 final m3 project
- 1. Integrated Marketing Campaign Proposal Supriya Ghosh; Koo Chee Yong; Eunice Yap; Zoe Chan; Eddy Lim; Jason Tan; Rainier Ker; Tian Lee Sum Module 2 Project: https://www.youtube.com/watch?v=zsyqo_CNJRY SolideBank Better Through Trust, Innovation and Digital Transformation A Relationship Beyond Banking.
- 2. The Mobile First approach SolideBank Example of Dynamic Deep Links in Push & Email Messages Theme: Cashless Services with ConnectWithMe App 5.22B Mobile users in 2021 $503B Payments via mobile in 2020 40M German shoppers using GIROPAY >50% Mobile eCommerce WHY? Source: https://dataprot.net/statistics/mobile-banking- statistics/#:~:text=The%20total%20value%20of%20payments,by%20over%20600%2 5%20since%202015. https://www.adyen.com/blog/grow-in-germany-with-giropay
- 7. Display and Video Strategy/Engagement
- 8. Display and Video/Ad Format Strategy Our Ad Examples: please click to play
- 9. Innovative Inclusion Impact of Customer Incorporating 5G Services to Mobile Banking Installing 5G services offers faster loading time for the mobile app services with quicker response time. SolideBank’s ability to project High Definition video ads increases UX and UI. A more accurate geo-capabilities to disseminate personalised ads. Customers will be better targeted on location, banking activities and social media usage. Artificial Intelligence/Voice/Robotics AI such a Voice and Speech Recognition will allow recognized spoken language converted to text. Through this, customers are able to chat with our chatbots on information in the launch Adopting Voice in Search strategy further optimize SEO, increasing traffic on the first page. Voice search interaction takes less time than text, offering instant gratification everytime they interact with the brand Say Hello to Dr Froh (means happy in German), a humanoid robot with a tablet strapped to his chest. Dr Froh has been installed with sophisticated abilities to read emotion and cognitive states. Dr Froh - based at the Main bank - greets guests, tells them why they should sign up for ConnectWithMe, offer steps to open accounts, tell jokes and other services. Advance Animations / Digital Billboards Digital Animations Board in a format of hologram of a recognized actor and actress to support and launch the ConnectwithMe. Placements at high visibility spots - bus stops, shopping malls, airport and train station. The holographic virtual characters will ‘wave’ at the audience and share information on the product and service. Innovative Trends for Search, Display and Video
- 10. Send the right message to the right person, at the right moment, in the right context. Utilize programmatic advertising to target users and identify audience segments using technology and audience insights. Create one campaign but with different messaging to target different audiences from real-time data sources.
- 12. Having a collaborative culture and leveraging on technology are key to enable and support this digital marketing campaign Strategies for Collaboration Have access to an internal support team and third-party vendors with knowledge in various verticals Utilize Google Marketing Platform to allow relevant parties access to all customer data which allows for sharing of insights and optimize marketing Engage a tech partner to leverage digital strategy Collaborate and communicate data with relevant parties to execute the right changes to marketing strategies Share data, insights and creative ideas at each stage to facilitate creative process within programmatic solution Break down silos by having well defined collaboration process between media and creative agencies
Editor's Notes
- New SolideBank Brand Mission: “Better Through Trust, Innovation and Digital Transformation. A Relationship Beyond Banking.” Target Persona: Age demographics between 25-35 years All 3 of our targets personas have similar behavior patterns which includes being digital savvy with control over their finance, they like sharing their experiences, constantly on the go and quick access to banking services. SolideBank’s Sweet Spot: By aligning the target audiences need of fast access, quality engagement and personalised service and the banking’s need of new customers and greater market share, SolideBank has identified their Sweet Spot as - Seamless Experience through personalise solutions and secured transactions.
- Campaign Theme: Cashless Services with ConnectWithMe A leading family bank that provides seamless, frictionless banking and services, SolideBank has launches a new innovative Mobile Cashless Payment experience to their customers The cashless transaction offers safe and secured payments, increases customer efficiency and the ability to bank anytime, anywhere. SolideBank is committed to delivering value and convenience to their customers by seeking to integrate technology into their solutions. Innovative digital transformation such as 5G services, Voice Search and AI capabilities are integrated to their mobile devices. 2. The value of Mobile First Approach: The key mobile banking statistics (shown in the slide) have shown us that the increase in demand for self-service and the personalization of products and services has fuelled the growth of the mobile banking market. Technological advancements have resulted in a range of useful features in mobile banking: real-time customer assistance, user-friendly interfaces, and immediate transactions. Mobile applications have become an integral part of life for tech-savvy generations. In addition to being more secure, mobile banking allows users to check their accounts and pay bills at their convenience while exercising complete control over their finances from their smartphone. 3. The Mobile First approach: SolideBank will deliver Mobile First Experiences to their target audiences by designing innovative and interactive apps and site designs to address their UX moments. Mobile users are very goal-oriented. They expect to be able to get what they need, immediately, and on their own terms. SolideBank matched their customer based behavior and traits including micro moments considerations when designing their Mobile Site Design and App Solution Service. Connect mobile users to the content they are looking for only Easy Navigation to the HomePage Keep Call to Action at the front and centre Keep menus short and sweet Make all of the mobile users task easily accessed Promotions should be easily dismissable and not distract from experience Help mobile users to find what they are looking for in a hurry Make the search icon easy to locate Use Google Custom search for directory, incl for misspellings Use Filters to narrow results Guide users to better site results Understand the customers journey and let users convert at their own terms Allow users to browse the site without signing in Designs that enhanced their UX Use a responsive layout for all devices Use the Google Friendly Mobile Test Product image expandable and of higher quality Keep user in a single browser window Always request for user location as a gesture SolideBank has selected: Accelerated Mobile Pages (AMP), a format designed for fast-loading mobile web pages, helping deliver the right answers at the right speed. Native App Solution over Progressive App, as Native Apps has the device processing power to perform complex tasks, and use the features of the smartphone i.e cameras, GPS, microphones and tasks involving data and calculation. With constant change and evolution of digital and mobile technology, SolideBank’s innovative Mobile First includes a multi directional strategy, ensuring ‘non interrupted’ customer conversion and UX. These tech trends are already in the pipeline, as we evaluate the strength and power of Mobile First to address SolideBanks customer UX. SolideBank App Application features (shown in the slide) includes innovative digital technology that offers seamless, enjoyable experience to their new and existing customers. 5G Enable Hardware Integrated automation technology will sync your smartphone with your home and office to optimize daily experiences. A smarter, more connected world 3D Face Mapping(AI) Artificial intelligence (AI) is going to be able to improve 3D face mapping to predict what you would look like if you made changes to your appearance Voice Assistant As AI improved digital assistants and voice interactions with our technology, we will see greater integration into smartphone controls and applications. Advance Animations Dynamic eye catching animations such as short animated videos, animated UI (user interaction) decorations brings emotional appeal and esthetic value to the brand UI & UX design for people with disability Aimed specifically for those who can’t see, hear, or input commands with their hands properly. It has given birth to screen text scoring apps, in-app voice navigation tools, vibration-based responses on users’ gestures, and apps that could make content more contrast SMS Campaign Management Implementing a variety of campaigns to build a 2-way customer interactions via redemption of coupon codes Link Tracking for SMS Through solidebank’s chat and sms system, we can embed branded short URLs in the bank’s messages to gain deeper insights into how well our campaign and services perform Monitoring click-through rates, conversion, click recency. These insights will advance targeting on an individual level QR Code Payments users to scan their code on a barcode reader to make purchases quickly and contact-free allowing users and banks to expand customer payment options Mobile Check Deposit Mobile deposit involves scanning a check's digital image and transmitting it to a financial institution. Users signed the document, snap the front and back of cheque and funds are deposited within 24 hours P2P Payments (Peer to Peer) Allow online banking customers to transfer funds from their account to someone else's account directly from their mobile app Intelligent Chatbots By programming a smart AI chatbot feature into your banking app, you'll provide 24/7 support to your customers, increasing your chances for success and customer satisfaction SMS/Text Keyword Listening When customer text in keywords (short or long), we can trigger a marketing program and an orchestrated response Multimedia Messaging Delivering rich multimedia messaging to mobile devices as part of our cross-channel strategy. E.g. coupons to redeem freebies when they sign up in-store or online, promotional codes, etc. It will be in a format with text, images, audio and animation Push Picture Notification Integrated push notification on the app incorporating rich multimedia along with messages to entice customers into taking follow-up action. E.g. opening the notifications and further engage with the mobile app ATM Locator Most mobile banking apps incorporate this feature, not because everyone is doing it, but because customers demand it Dynamic Deep Links in Push and Email Messages To bring customers back to SolideBank’s mobile app by embedding dynamic deep links into push and email messages. Clicking on these links will open offers directly inside the bank’s mobile app, creating more seamless mobile experience Reference: https://airome.tech/digital-banking-mobile-first-vs-mobile-only/ https://sea.pcmag.com/mobile-payment-apps/20422/the-best-mobile-payment-apps-for-2020 https://dataprot.net/statistics/mobile-banking-statistics/ https://www.adyen.com/blog/girocard-payment-method-what-businesses-should-know https://www.adyen.com/blog/grow-in-germany-with-giropay https://developers.google.com/web/fundamentals/design-and-ux/principles/ https://appinstitute.com/pwa-ux-best-practice/ https://www.forbes.com/sites/forbestechcouncil/2020/01/29/nine-tech-experts-share-their-predictions-for-the-future-of-smartphones/?sh=5f1f06bf4020 https://medium.muz.li/top-ui-ux-design-trends-for-mobile-apps-2020-f32cde592fd0 https://www.smartinsights.com/digital-marketing-strategy/mobile-marketing-statistics/
- SolideBank uses algorithm to identity and display information on the internet corresponding keywords specified by the users. By using the Google Marketing Platform, the bank plan, execute and measure the search ads campaigns across formats and screens whilst optimizing the digital media experiences. Increase SolideBank’s ad exposure and web page ranking by: Implementing Accelerated Mobile Pages to speed up the bank’s mobile web pages and mobile ads across devices through Accelerated Mobile Pages (AMP) and a Mobile-web makeover. Adding Message Extension Conversing with potential buyers directly through Search Engine Results Pages (SERPs). This can be used for both Organic and Paid Search Results. Build quality backlinks and keyword search to re-optimize them for relevant topics with a decent search traffic potential. Identify pages on SolideBank’s website with the most referring domains. Targeting top ranking topics that people are searching for in Google
- SolideBank incorporated both Organic and Paid Search tactics to their new marketing campaign through the STDC framework. By using the STDC framework, SolideBank is able to understand their audience on a deeper level, deliver faster smarter marketing, gain more control over their investments and share insights across marketing team. By focusing on Search, SolideBank will use the search ads to create awareness of the brand, encourage people to click on their website (Think Stage), search ads to drive traffic to web for conversions (Do Stage), and highlight positive product rating. (Care Stage) The above strategies towards Search will assist consumers to find relevant info to specific questions and will enable SolideBank to assist customers by displaying relevant contents and ads. Using the data from Search, SolideBank has the potential to discover signals of intent and respond to potential customers with right information for the right moment.
- By effectively synergizing the Organic and Paid Search, SolideBank is able to attract a higher click ratio (92% as per Nielsen polls). The more customer sees the brand and product, the more they are to drive engagements and actions. It is all about maximizing reach and visibility. Trust is one of the most important attribute SolideBank can bring to its customers. The SERP is broken down into different blocks: the top area is dedicated to paid ads, while the rest is organic results. A strong SEO (organic) presence is crucial to gaining visibility, but dedicating some budget towards targeted paid campaigns may help you get seen by people who are later in the decision-making process. (see Campaign Strategy for ConnectWithMe) Early on in the journey, our audiences may gravitate more towards organic results, such as article links, reviews and research reports. However, if users have a higher intent to make a purchase, they may focus on paid results that are tailored to their needs. Both organic and paid are important to ensure SolideBank is positioned in the right spot on the SERP, especially if consumers are searching on smartphones and tablets. SERP changes and algorithm updates are designed to improve the overall design and user experience and help SolideBank’s audiences find what they’re looking for quickly and easily. For instance, Google has included elements, like as the Featured Snippets section, which extracts excerpts from articles and webpages that seem to answer user queries. The latest updates to Google’s algorithm emphasize E-A-T (Expertise, Authoritativeness, and Trustworthiness). Content on the website, and ultimately the keyword choices, should uphold these principles so Google can designate SolideBank’s site as a meaningful and meaningful resource for users. These keywords should not only be used in the organic content but also for paid campaigns in order to maintain consistency.
- For the Ad Strategies, SolideBank will focus on the followings: Contextual Advertising: With the removal of 3rd party cookies, ads will need to be more personalized. Data about users is not collected, nor needed to present the right type of ads on the web Make use of keywords & phrases on the landing page to serve banner or pop-up ads on other websites, in the form of In-Text or In-Context ads. Extends to display/video campaigns as well, driving content to broader, intended audiences In-game & In-video contextual advertising on online games and placing commercials on YouTube video demonstration of how to use mobile payment apps Native ads: Placements to resemble the advertised web, social media and mobile sites’ content Using DSA Dynamic Search Ads for keyword research: https://www.searchenginejournal.com/innovative-ppc-tactics/330593/ Empowering budgets to support hundreds/thousands of landing pages without needing hundreds of campaigns Teaching us how our prospects search and at what cost Smart bidding strategies: Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction—a feature known as “auction-time bidding” Use Target CPA strategy to define a bid amount that would achieve the highest number of conversions at a specific CPA Voice Search using AI/ML: https://digitalmarketinginstitute.com/blog/voice-search-why-your-brand-needs-a-voice-strategy With voice-optimized SEO, it could mean there will be an increase in traffic as it will appear on the first page or featured snippet Details and benefits of the new product will be explained using Voice Search Voice Search will navigate customers on how to open the bank account/register step by step SolideBank AI team will optimize their voice search site by creating a separate search that is typed and a search that is spoken, to offer deeper context and intent to their customers Along these same lines, the content should answer as many related spoken, question-based searches as possible Multichannel retargeting: https://marketingland.com/integrate-display-search-video-229904 Search –> Search, Search –> Display/ YouTube, YouTube –> Display/Search Audience data is key to a good PPC (pay-per-click) strategy, and it can be collected from multiple channels. Someone watching or liking one of your videos on YouTube might be used to inform bidding strategy in search; the content you show someone on a display ad could be informed by the landing pages they’ve visited, or by the meta tags of the video they’ve clicked on
- Our customer journey,- Cashless Services with ConnectWithMe is a visualization of the interactions a customer makes with our company in the process of conversion. Display and Video Ad Campaigns will kick off new customer journey by highlighting brand offering, encouraging indecisive customers to finally purchase or take valuable actions to our products and remind our existing customers about the brand and encourage a repeat purchase. Just like Search Campaign, SolideBank use the STDC framework to engage their customers at the different micro-moment stages and connect to SolideBank’s brand strategy. By adding goals and metrics, SolideBank is able to define their focus accurately at the different consideration stages and using the many different display and video ad formats in the respective display channels.
- With a potentially huge reach, display and video ads give SolideBank the chance to reach customers where they are online. Displays and Video ads are highly relevant for new app launches whilst keeping the customer journey in mind. SolideBank will use the Smart Display Campaign to win more customers with automatically adjusts bids, creatives & target audiences in real time and deliver right message with both standard and responsive display ads. SolideBank will use a series of the following ads to enhance their campaigns at different consideration moments as stated above (STDC) Rich Media Ads Banner Ads including animated ads, pre-roll and interstitial ads Native Ads, non disruptive paid video, sponsored ads appearing on customers feeds Bumper Ads and TrueView on Youtube (skippable and non-skippable) Outstream Video Apps for articles and blogs Audience Targeting SolideBank will use the audience targeting method to reach their customers based on gender, demographics, their interest and habits, what they are actively researching, or how they have interacted with SolideBank’s site. Through audience targeting, SolideBank can boost the campaign’s performance by reaching people browsing websites, using apps, or watching videos. SolideBank will use different target audience strategies at the different consideration stages - Awareness, Consideration & Conversion and Loyalty stages. This is part of the programmatic marketing approach to reach their audiences real time and with impact. (Please refer to the Programmatic Slide 10)
- SolideBank has been heavily investing in new digital innovations for their Online Mobile Banking which will address customer needs and leverage SolideBank’s reputation as a Digital Transformation Bank. This will be across the See/Think/Do/Care customer considerations. Reference: https://youtu.be/zJHyaD1psMc https://youtu.be/DD2Kpj2oc4Y https://marketing.sfgate.com/blog/digital-advertising-trends https://www.thedrum.com/opinion/2020/11/11/the-5-hottest-advertising-trends-2021 https://digitalmarketinginstitute.com/blog/the-importance-of-video-marketing https://www.wordstream.com/blog/ws/2014/11/18/google-display-network-tips https://builtin.com/artificial-intelligence/ai-in-banking https://www.digitalsignagetoday.com/articles/holographic-digital-signage-actors-deliver-digital-banking/
- Programmatic buying has gone mainstream and it’s permeating every advertising channel - display, mobile, video, search, social and TV. Take a look at the percentage of brands & agencies purchasing programmatically in various media channels: Display, 84% Mobile, 60% Video, 58% Social, 32% Search, 26% TV, 8% Programmatic buying allows SolideBank to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context. With programmatic signals, it provides deeper insights of our audience segment. Unlike traditional forms of advertising, programmatic advertising enables marketers to target users based on their signals: Audience signals: Information about the types of people your campaign is targeted to such as demographics, website analytics and social behaviour Environmental signals: Information about external factors that might influence the mindset of your customers when they’re exposed to your marketing such as device information, geolocations, weather, news, traffic and events Media signals: Information about users’ intent and the particular content they’re looking at before your ad appears, including search keywords, videos, websites and apps used, mailing lists, tv and radio ad syncing References: https://www.cardinaldigitalmarketing.com/blog/programmatic-display-advertising/
- Proposed Digital Channel using Programmatic In Germany, there were more than 47 million digital video viewers in 2019. This number will climb to close to 50 million by 2022, resulting in over 60% of the population watching digital video. Germany has more than 29 million mobile phone video viewers in 2019, and that figure is expected to increase by 1.3 million in 2022. Programmatic can be a powerful force multiplier for strong creative, but taking full advantage of the technology requires different ways of working. Using our recommended omnichannel advertising space, it will increase SolideBank’s chances of reaching their audience and maximizing advertising budget. Programmatic Approach Outline: 1. Combining programmatic tactics into a media mix to complement search and social, so each of these channels can play to their strengths. Social media has a lot of inherent audience data, making it a good channel to add to the top of the funnel. Search is usually where users go after they have heard of a product and are looking to learn more, making it an ideal channel for the bottom funnel. Take inventory of all creatives from our social initiatives as these ads can be directly translated into native assets. Start with what the team has, test different headlines, body copy and calls to action as needed. Leverage on creatives from social ads to build our display creatives. Adding the overlay of text and resizing images accordingly to the ad type. Any audience targeting we had in place in social is easily translatable into programmatic as it has diverse targeting options. (e.g. demand-side platforms (DSPs)) 2. Add social to the start of the campaign, along with video, as part of the awareness for the product and services. Social sign-in to participate, obtain information with auto-fill personal information. Video ad formats include In-display, Out-stream and In-stream video ads 3. Include native ads to educate, inform, and drive users to want to learn more about what SolideBank’s new ConnectWithMe banking app has to offer. Through contextual targeting using programmatic buying with native ad teasers and high impact formats (large display or video) to gain awareness, recall, and click throughs. 4. Using the audience pool that we gathered from our search and programmatic campaigns, we will retarget the visitors with Display Ads to drive them towards the campaign landing page directly on the ConnetWithMe banking app. References: https://www.acquisio.com/blog/agency/programmatic-advertising/ https://www.emarketer.com/content/germany-digital-video-2019
- SolideBank encourages both internal and external collaborations from different levels to share responsibility, resources, and performance for the common purpose to serve their customers-first approach. Strategies for collaboration: Engaging a tech partner to leverage as we work to incorporate each of the tactics into our digital strategy. Having access to a support team internally and with third-party vendors that have knowledge in various verticals is key. Collaborating and communicating data with relevant parties are also key in executing the right changes to capture interested users, ultimately converting them into buyers/revenue. A well defined collaboration process between media and creative agencies is key to breaking down traditional silos to unlock programmatic creative potential. A shared campaign process enabling closer collaboration and efficient information exchange. Data, insights and creative ideas should be shared at each stage to facilitate the creative process within programmatic solutions. Use Google Marketing Platform to allow access to all data, and give a complete view of customers. Everyone in SolideBank has the same view of our audience, media, and business results, which makes it easy to collaborate when sharing insights and optimize our marketing. Deliver faster, smarter marketing Gain more control over investments Understand audiences on a deeper level Share insights across the team.