Digital Marketing Strategy
Essay Preview: Digital Marketing Strategy
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DIGITAL MARKETING STRATEGYINDIVIDUAL ASSIGNMENTDeadline: Sept 10, 2017 EODStudent Name: Mathews Babu        Student Roll No: 160201084Section A PART ONE: Brand analysis1. IntroductionStart writing here:  Oriental Bank of Commerce (OBC) is one of the leading public sector bank in India. The bank founded in the year 1943 in Lahore, Pakistan, by Rai Bahadur Lala Sohan Lal has witnessed many ups and downs in its trajectory.Website:
Marker’s comments:/83. SMART objectivesStart writing here: The digital marketing campaign is aimed at the following three main objectives. Increase the traffic volume from current figures(451.16K) by 25% by July 2018.In order to achieve, organic traffic the website should be optimised using google keyword planners.The website content should align to the most searched keywords (online banking, savings account, deposit rates etc.) in the sector.To analyse the various keywords that gives the best google page rank, keyword planners from google, or other third party tools like keywordtool.io and wordstream.com can be used.Tie ups with various e-commerce websites to act as a promoted bank for online transactions.Affiliate with various blogs and websites to promote differentiated products offered by the bank. Track the amount of referral traffic to the website and the websites that provide the highest referrals.To regularly check the progress of the campaign which will be the number of organic traffic, websites like alexa.com and similarweb.com can be used.Tools like semrush.co and similarweb.com can be used to keep track of the referrals and backlinks.Reduce the bounce rate from 50.08% to 40 % by July 2018.The website should be redesigned from the current cluttered format to a more contemporary design. The new design should take into consideration the customer’s point of view to have a more customer centric approach.The bounce rate and the time spend in the website should be tracked based on the changes made in the duration.In order to track the performance of this initiative, tools like similarweb.com and alexa.com can be used. Increase the mobile app usage base among existing users by 20% coverage by July 2018.Promote app in mobile based searches.Redesign app to provide more services and improve the aesthetics of the same.Collect data to improve customer experience.The number of app downloads and app usages are to be measured.App downloads in stores and app usage data from app performance trackers like similarweb.com can be used.It should be noted that these three are not the end result expected from the campaign. Like any other marketing campaign, this campaign aims to bring business and generate revenue for the bank.Marker’s comments:/24PART TWO: Strategic considerations1. Competitor analysisStart writing here: State Bank is the leading public sector bank in India. The SBI website is designed in a simple and contemporary way which is easy on the eyes and easy to navigate through. Exihibit.1. The result of this simplified yet productive website can be seen in terms of the total number of visits (7.75M)SBI uses its social media handles to promote various offers and its mobile application. Exihibit.2. The website is SEO optimised as it ranks high in google page ranks in keywords related to online banking, loans and deposit schemes. SBI has succeeded in creating a huge digital presence for itself. The use of video and offer promotions regarding various products are done effectively. But the major drawback of SBI is that they use multiple domain names for various services, which complicates customer interactions online. Instead of doing so, OBC should integrate all their services under a single domain and provide differentiated products from this domain.