This document outlines Mastercard's digital strategy to target customers ages 21-45 through social media platforms and their website. It discusses promoting their "Priceless Moments" campaign on Twitter, Instagram, and Facebook. The strategy aims to establish Mastercard as a trusted brand by highlighting responsible credit card use and offering perks to new customers like lower interest rates. It also focuses on an easy-to-use mobile-friendly website and app with quick access to answers. Mastercard plans to engage customers through content marketing, webinars, and customer-generated videos shared on social media. The goal is to acquire 500,000 new customers in 6 months by offering financial planning seminars. The estimated budget for this digital strategy is $

1. Mastercarddigitalstrategy
Megan
Hodgman

2. InternetMarketing
Full use of social media such as Twitter, Instagram, and
Facebook
MasterCard believes in promoting their “Priceless Moments”
campaign by incorporating their customers adventures on
the media outlets

3. TargetAudience
Men and women ages 21-45
Graduating college students entering the professional world
A wide variety of social media outlets covers the wide age
range of the target market
21-27 years old-Facebook, Twitter, Instagram
27-45-Facebook

4. Becomingatrusted brand
Distinguishing that MasterCard believes in “Safe Credit Card Use”
Accomplished through blogs, vlogs giving their personal testimonies on
experiences with other companies and bad experiences
Promoting smart credit card use amongst younger users
Offering smaller interest rates for new customers

5. Havingaconvenientwebsite
An uncluttered website is a successful website
Business Objectives and KPI
You want to have the answers to FAQs quickly accessible, otherwise
customers are going to seek other options
If customers are finding answers elsewhere, a company’s sales are going
to diminish
Making the site “Mobile Friendly”
Getting answers easily when you don’t have time to pull out a laptop or
find a desktop

6. Inboundmarketing
Answering any potential questions before consumers ask them
Larger companies usually have customers seek them out instead of them seeking
out new customers
Content marketing that MasterCard would benefit from is if they were to hold
webinars to promote safe credit card use
To extend on consumer generated content, have customers send in videos from
trips that they took using their MasterCard to pay for flights and hotels

7. Emailtargeting
Send the emails out to college graduates and young
professionals
Entering the workforce
Buying houses/cars
Trying to build credit
Use email subjects such as “low rates” and “student cards”
MasterCard wants to make the target audience feel
comfortable using the product because it is such a new

8. Mobileapp&mobilemarketingMasterCard’s website is very uncluttered and filled mostly with pictures that
change periodically while the consumer is browsing the website
Other tabs are at the top to navigate the website and get the customer to
where they need to go
MasterCard’s mobile app is also, very uncluttered and looks very similar to
the regular website
There is a brief amount of information on the main page, but tabs to
conveniently guide the customer to the answers they are looking for

9. TheBigIdea500,000 new customers within the next 6 months
Achieved by offering a free financial planning seminar to the first 500,000
customers in order for them to learn of the dangers of credit cards
Want to change the way consumers look at credit cards and show that they are
not as scary as everyone believes

10. Budgetfordigitalstrategy
To implement this strategy it would cost around $10,000
Salaries of those conducting the Webinars and donating time for the
financial planning
Paying for Google AdWords
Revamp mobile app to be able to track spending and cancel your card
should you lose it
Have this campaign completed by October of 2016