Banking: Digital Marketing Transformation based on a comprehensive audit
Supporting the C-suite in the digital transformation of marketing & product
Banking: Digital Marketing Transformation based on a comprehensive audit
Supporting the C-suite in the digital transformation of marketing & product
The Business Challenge
A country's largest bank has embarked on a ground-up transformation of their digital marketing strategy, covering 2 mobile apps and the desktop web experience. There was an articulated need for a transformation roadmap to be developed to meet their goals, based on identification of fresh business opportunities and grounded in detailed strategic audits of their existing go-to-market strategy.
Solution
We recognised the need to help the client define a vision and roadmap for transformation, guided by data-driven insights that could be presented for board-level justification and approval.
To provide the base for a holistic approach to meeting their desire for business impact, we proposed an Audit and Strategy methodology.
We conceived 5 workstream audits to robustly cover the elements of the strategy, while delivering on the bank’s emphasis on actionable recommendations for the C-suite, the product team and marketing team.
Implementation
GrowthOps Touchpoint360 Dashboard - Robust prioritisation and Roadmapping
To ensure the best chance for effective execution, we used our enterprise-grade tool to sequence and prioritize our recommendations, while helping the bank allocate roles and responsibilities in a phased approach.
The 5 workstreams produced over 80 recommendations across 4 elements of digital transformation framework. Our Touchpoint360 dashboard guided granular next steps to take advantage of these opportunities.
Proof-of-Concept
The robustness and efficacy of our recommendations were put to a final test with a 3-phase campaign comprising:
- An audit of the client’s existing digital assets by our creative, experience and social teams.
- Strategic recommendations for optimising those assets.
- A campaign to lead the strategy into implementation and validate our recommended best practices.
Growth Results
Our recommendations, based on a comprehensive audit, were well received and were distributed across the client’s organization within just 1 month.
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Key experience recommendations from the customer experience workstream have already been integrated into the bank’s best practices and gone live on the mobile app.
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In the project presentation to the bank president, GrowthOps was singled out as the new benchmark for vendor solution robustness, thoroughness, and ability to seamlessly integrate multiple solutions.