mastercard digital strategy
TRANSCRIPT
Mastercard digital
strategyMegan
Hodgman
Internet MarketingFull use of social media such as Twitter, Instagram, and Facebook
MasterCard believes in promoting their “Priceless Moments” campaign by incorporating their customers adventures on the media outlets
Target AudienceMen and women ages 21-45
Graduating college students entering the professional world
A wide variety of social media outlets covers the wide age range of the target market
21-27 years old-Facebook, Twitter, Instagram
27-45-Facebook
Becoming a trusted brand Distinguishing that MasterCard believes in “Safe Credit Card Use”
Accomplished through blogs, vlogs giving their personal testimonies on experiences with other companies and bad experiences
Promoting smart credit card use amongst younger users
Offering smaller interest rates for new customers
Having a convenient websiteAn uncluttered website is a successful website
Business Objectives and KPI
You want to have the answers to FAQs quickly accessible, otherwise customers are going to seek other options
If customers are finding answers elsewhere, a company’s sales are going to diminish
Making the site “Mobile Friendly”
Getting answers easily when you don’t have time to pull out a laptop or find a desktop
Inbound marketingAnswering any potential questions before consumers ask them
Larger companies usually have customers seek them out instead of them seeking out new customers
Content marketing that MasterCard would benefit from is if they were to hold webinars to promote safe credit card use
To extend on consumer generated content, have customers send in videos from trips that they took using their MasterCard to pay for flights and hotels
Email targetingSend the emails out to college graduates and young professionals
Entering the workforce
Buying houses/cars
Trying to build credit
Use email subjects such as “low rates” and “student cards”
MasterCard wants to make the target audience feel comfortable using the product because it is such a new concept for them
Mobile app & mobile marketingMasterCard’s website is very uncluttered and filled mostly with pictures
that change periodically while the consumer is browsing the website
Other tabs are at the top to navigate the website and get the customer to where they need to go
MasterCard’s mobile app is also, very uncluttered and looks very similar to the regular website
There is a brief amount of information on the main page, but tabs to conveniently guide the customer to the answers they are looking for
The Big Idea500,000 new customers within the next 6 months
Achieved by offering a free financial planning seminar to the first 500,000 customers in order for them to learn of the dangers of credit cards
Want to change the way consumers look at credit cards and show that they are not as scary as everyone believes
Budget for digital strategyTo implement this strategy it would cost around $10,000
Salaries of those conducting the Webinars and donating time for the financial planning
Paying for Google AdWords
Revamp mobile app to be able to track spending and cancel your card should you lose it
Have this campaign completed by October of 2016