The client is a leading bank in Ethiopia with over 5,000 employees and hundreds of branches across the country. The training delegates included personnel from Marketing, Operations and Planning divisions.
The bank has a traditional structure and faces challenges with digital marketing, social media and marketing ROI measurement. "We spend over 70% of our budget on BTL marketing and we have no way to measure if that is effective", confided one of the delegates.
Our training consultant helped the delegates with a three-step process:
Documenting key issues with internal, external and competitor analysis
Incorporating best practices of digital marketing aligned with Ethiopian consumer requirements
Documenting a strategy and action plan with KPIs to measure progress and return on investments
Documenting Key Issues
A data driven analysis was done using SWOT, PESTLE and competitor analysis of the company. The results were documented with measurable metrics and comparable data.
The solution focused on three key pillars:
A fast, secure and user friendly website optimized for SEO and mobile
A responsive social media team active on messaging apps to resolve customer issues quickly
An educational marketing driven program designed to grow offline and online customer base
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