Bbva Case Analysis

BVA Case Analysis

Social Web and Digital Marketing Analytics

Contents

1. Executive Summary ................................................................................................................. 3

2. Assessment of Current Situation ............................................................................................ 3

3. Marketing Goals ..................................................................................................................... 3

4. On-line Marketing Campaign.................................................................................................. 4

5. The Application Process........................................................................................................... 4

4. Moving Forward........................................................................................................................ 5

References .................................................................................................................................... 6

Executive Summary

The financial crisis that began in 2008 and peaked in 2010 put a stain on commercial banks. Consumers were saving more and spending less, reducing banks earnings. In an effort to reduce costs, BBVA decided to review its marketing campaign. By holding the budget for 2011 at 2010 levels, management knew that the allocation decisions were the key to ensure every dollar spent maximized corporate goals.

To maximize the results of their marketing campaign, BBVA needs to better define their target audience, increase brand awareness by emphasizing product quality, understand the customers decision journey and simplify the application process for new account holders. Changes in consumer demographics and on-line behaviors demand that the bank to increase on-line marketing budget to 40% of the total while ensuring they offer the consumer a pleasant, convenient on-line banking experience.

Assessment of...