Case Study: Overcoming Marketing Challenges for African Banks
Client Overview
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 Challenge
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.
The Solution
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.
Best Practices
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
To get more information about our training solutions, please contact:
Admissions Director – Vlad Podolyak
+971 52 684 7088
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