Google Case Competition 2014

Developing a Digital Marketing Campaign for Bank 101

by

Zatonskiy Evgeny

Rabinovich Yakov

Nazaretyan Anton

Zakharov Maksim

Goal: Increase Number

Of Active Customers

and Mobile App

Users

Being a leader like Google means competing against best

companies

Desktop Traffic per day (in thousands)

YouTube subscribers (in thousands) Mobile App users (in thousands)

Active Customers (in millions)

Sberbank

1 270VTB

8,3

Bank 101

10

0,7VTB

2

Bank 1015,6

Sberbank

1,5

VTB

4,7

Bank 101

20

Sberbank

Sberbank

2 000

VTB

200

Bank 101

100

| 2014

Current situation in Russian financial sector (digital marketing)

Sberbank is “out of sight” because of well-known

Russian brand and impossible number of

customers. However Bank 101

effectively fights against the 2

of Russia – VTB. There are only two directions where

our client still loses – number of Active

Customers and Mobile App

* Benchmarking data were gathered on 20.09.14

*Trends are actual in 2014 ; ** the European Financial Marketing Association; *** 37mln people in Russia use Android OS

2

Content marketing E-mail marketing Mobile optimization**91% of banks envision online/mobile as the primary channel for transactions in five years Google service: Android OS; Google Play ***

E-mails with the "share" function in social networks increase CTR more than 150%; Links to social networks in email newsletter increase CTR by 158% Google service: Google Analytics; Google Docs + Gmail

Strategic creation and targeted distribution of media to acquire and retain customers 86% B2C marketers and 91% B2B use content; 70% of customers prefer to get closer to the company through content, not advertisement Google service: Google+

Key digital advertising trends in Russian financial sector

To increase the efficiency all 3 trends must be used

in complex

| 2014

Google AdWords is the best tool to advertise your company through the Internet. You create your own advertisements that appear on Google anytime a person uses one of Keywords you stated in his/her request. That will allow people, who search for you, finally to find you. It can also be attached to Google+ page, which will increase it’s effectiveness. Benefit:Google AdWords will increase the total awareness of your organization.

Google Analytics is a subsidiary tool for your campaign that will help you to monitor current results in the most suitable way. Numbers of visits and views are presented in understandable charts and diagrams. Benefit:Google Analytics will help you with estimationof your marketing campaign effectiveness.

Google+ is the personal web-page of your organization. That is where you can contact your customer and attract him. That is the place, where you can publish news and offers. Good idea is to publish entertaining topics so that people may find more interesting things for them on your page. You may also provide a link to your main web-site, where a visitor will finally become a consumer. Benefit:This will increase total number of visits on your web-site and thus more active customers.

Google My Business is a simple method to attract your customer and deliver to him, where your organization is settled. Location of your offices will pop-up right as customer searches for banks in near. Google My Business is connected with Google+ page, which will provide you with more visitors for your web-site and so more active customers. Benefit:Google My Business will noticeably decrease the time it takes your customer to find you.

YouTube is the most effective and creative way to advertise yourself through videos that will be seen by the thousands of people and potential customers. They will subscribe on your YouTube page to be the first to know about your new offers. Good practice here - educational videos, teaching consumers how to deal with their money with a help of Bank 101. Also, after watching your videos consumers can immediately skip to your Google+ page. Benefit:YouTube will boost the loyalty to your brand through the subscription scheme.

We highly recommend you to use all the presented Google services all together as it will dramatically increase the total effectiveness of your campaign with a

synergy effect.

| 2014

Can be used with

SEO promotion

Recommendations | Services

Google Android is yet the leading mobile platform. It is installed on the majority of existing smartphones and yet the best platform for your Mobile Application.

Google Play is the biggest online shop for Mobile Applications. Numbers of daily visits are far beyond hundred thousands. And yet it is the best place to distribute your Mobile Application.

| 2014

Recommendations | Mobile App

Benefit: Google Android

and Play Market can provide you with the leading position in

number of your Mobile Application users.

We highly recommend you to pay attention to these services as today mobile application is the only weakness of Bank 101.

And with the help of Google you can be the №1.

Google+ ; Google My Business ; Google Play ; Google Analytics

are completely

FREE

| 2014

Figures | Budget

With the help of Google YouTube we can provide you with:

84 000 views

and

7 500 final customers _______________________________________________ which will cost

131 000 RUB.

With the help of Google AdWords we can provide you with:

300 000 views

and

9 500 final customers _______________________________________________ which will cost

248 000 RUB.

That is total 17 000 new customers That is coverage of 0,0035% of total Target Audience (108 350 000 people) That is 22,29 RUB per 1 new customer

Total Cost 379 000

RUB

* Data is calculated for Russia, Kazakhstan, Belorussia, Ukraine

Digital advertising is the cheapest way in comparison

to traditional means

| 2014

Summary

Digital advertising does not cover the whole target

audience, that is why it should be a mix of traditional and

digital advertising

1

2

The primary aim of banking system is to reach

generation X and Y. However it should be done in different ways:

X generation needs digital oriented strategies and more

vivid while clear ways are suitable for Y generation

3

In the near future, digital advertising will dive into

people's life deeper

4