Many companies in the financial services sector are slow in responding to the wave of digitisation and In order to compete in this marketplace, and against newcomers who are continuously launching customer-friendly and innovative products and services, staying ahead of the challengers requires a fundamental strategy, geared at end-to-end digital transformation. Thus, a clear and concise digital marketing strategy will help you to understand your marketplace and identify the best ways to reach your audience.

Without a strategy you are not optimising, you won’t know your online market share, and you are wasting time and money, which no company can afford to do. You also won’t have a powerful online value proposition and existing and start-up competitors will gain market share.

Having a strategy will give you direction and a clear focus, it will enable you to achieve a competitive advantage and it will also enable clear defined success outcomes to be identified which will greatly improve ROI.

To conclude, you would not start a business without a business plan so why would you do any marketing without a marketing plan as it is vital to ensuring the success and survival of your company within this digital era?

• You will develop a comprehensive understanding of the SOSTAC framework and the ability to conduct a situation analysis in order identify and understand  the scope, depth  and effectiveness of your existing digital marketing activities, before planning future marketing .
• You will have the ability to analyse your industry and target audiences to better understand their influences and decision making process, and eestablish business goals that will guide your long-term digital objectives and operate across all digital channels that your customer utilises.
• You will have the skills and knowledge to conduct a deep competitor’s analysis, identifying competitor benchmarking, their online footprint and the levels of threat from your buyers, suppliers, existing rivalry, substitutes and new entrants, which will enable you to establish whether your chosen industry has longevity and profitability.
• You will know how to conduct market research and analysis including Microeconomics,to determine where your business fits within your market and how it stacks up against your competitors providing the basis for an effective marketing strategy.
• You will have the ability to identify Strategic issuesand potential pitfalls that may affect your business and you will know how to devise a strategy that will help you to overcome them.
• You will develop a SWOT analysis and critical success factors so that you can identify areas of success for your company additionally, this will also enable you to identify long-term, medium-term and short-term goals, and devise a tactical promotion plan for implementation, incorporating both online, and relevant offline tactics. A measurement and Iteration plan will also be devised for optimisation.