Digital Marketing Campaign: Natwest Bank Strategy, MKT6800, London

This report provides a comprehensive analysis of Natwest Bank's digital marketing strategy. It begins with an introduction to the importance of digital marketing plans and their role in achieving organizational objectives. The main body of the report delves into the digital marketing process, including the formulation and implementation of strategies, and the overview of the organization. It includes a situation analysis using SWOT and PESTEL frameworks, competitor analysis, and market analysis. The report also examines digital business and marketing plans, the formulation of objectives, and the implementation and control of digital marketing campaigns. Furthermore, it discusses the STP approach, marketing mix, and budgeting considerations. The report concludes with an evaluation of the digital marketing campaign, providing insights into its effectiveness. This assignment highlights the importance of digital channels such as Facebook, Twitter, and YouTube in promoting products and services, and the use of online platforms for customer engagement. The report also emphasizes the significance of analyzing internal and external factors to identify areas for improvement and set realistic objectives for the digital marketing campaign.

Digital marketing
strategy

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Digital Marketing process...........................................................................................................3
Overview of the organisation......................................................................................................3
Situation analysis. ......................................................................................................................4
Competitors Analysis..................................................................................................................5
Market Analysis..........................................................................................................................6
Situation analyses with Direct Marketing. .................................................................................6
Digital business and digital marketing plan................................................................................6
Formulation of Objectives...........................................................................................................7
Implementation and control in DM marketing............................................................................7
STP approach..............................................................................................................................8
Marketing mix.............................................................................................................................8
Budgeting....................................................................................................................................9
Evaluation of digital marketing campaign: ................................................................................9
CONCLUSION .............................................................................................................................10
REFRENCES.................................................................................................................................11
Books and Journal.....................................................................................................................11

INTRODUCTION
Digital marketing plan is significant to formulate strategies and objectives which an
organisation desires to achieve. This strategy involve objectives and goals to take the b business
into digital success. There are various channels and sources that assist in an organization to
build an effective digital marketing plan. This assessment is going to carry forward on Natwest, a
major retailer of banking services in London, UK. The report is going to discuss about various
digital sources and its implementation on running successful digital marketing campaign
(BASHA, 2020).
MAIN BODY
Digital Marketing process
Digital marketing process consist formulation and implementation of what company
wants to achieve in order to be innovative and increase their sales. This plan considers the
aspects and objectives which Natwest regulate into their organisation so that they could attain
large customer base. Natwest will make use of various digital channels to establish their
objectives into well manner. They would use Facebook, Twitter, LinkedIn, YouTube to promote
their product into whole world through E-books and online vouchers. In order to build effective
plan Natwest first analyse its internal and external factors and identify the area of improvement,
so that objectives will set out and implement with full control. Digital process includes all these
influences factors so that plan and strategies will take high lead into market (Hirayama, 2019) .
Through digitally, the company will make desirable changes into their services and marketing
strategy. This plan involves 5 stages:
Mission: Natwest aim to provide effective banking services by maintaining minimum interest
rate.
Plan: bank needs to utilize their technical services into optimum digital business.
Optimize: the bank utilize digital channels like E-books, online vouchers and launching an
online app.
Measure: The plan will then measure by performance through online ratings and digital reviews
of customers on banking app.
Implement: the plan will be implement through promotional strategies through advertisement,
google and e-commercial platforms.

Overview of the organisation
Natwest is most leading bank into England which has scattered their services into
London. The company provide commercial, investment, lending money and insurance services
for more than 7.8 million people. The company rapidly increasing its services through online
banking. The company has move further to online marketing strategies by using channels for
their promotion such as TV, radio, and cinema. The company has set up with many digital online
strategies in which they provide internet banking, ATM facilities, checking transactions and
transfer money digitally. These strategies are effective in grabbing customers attention via online
problem solving and reviews help other customers to make their purchase with Natwest. The
company has its own websites natwest.com which described their services and rates of interest
for lending and saving money (Huovila, 2020). The bank focuses on rewarded points to their
online customers through Facebook so that interconnections would be make and queries get
solved at an ease.
Situation analysis.
Natwest has international reach and it affected by various factors that could affect its
business positively or negatively. These factors are intentional and external as described below:
Six step digital marketing campaign
 Natwest, a banking and financial institution provide loan, cash and non-cast transactions,
investment and insurance.
 They indulge buyers preference for mainly adult individuals who requires loan and
finance funding.
 Their aim is to increase 700 clients over banking app and websites.
 The opt digital marketing methods like digital promotions, e-books, SEO optimisation.
 They require maximum budget of $1000 to effectively make the campaign successful.
 They measure their performance through KPI indicators (Nadler, and McGuigan, 2018).
SWOT Analysis
This analysis is requited to get accurate position of companies internal environment
through essential elements.
Strength Weaknesses

 Natwest has great brand reputation
which make it active in its online
selling.
 These online strategies makes more
customer retention over companies
services.
 The company has large expansion, due
to which it could not regularly take
initiative towards online marketing.
 The company does not have rights over
their schemes which make duplicity in
their ideas from competitors.
Opportunity Threat
 Natwest has good financial position
which could make use in developing
new service line.
 Through these opportunities,
innovation would take place.
 The company has common products,
which make their threat of competitors.
 Changing customer demands and taking
regular feedback becoming complex for
the companies environment (Maina,
2017).
PESTEL Analysis
this analysis in essential to get understood by macro environment through external factor.
These factors are necessary to make targets according to environment potential.
Political Factors: This factor involve contribution of political parties and government
interference regarding Brexit policies and other monetary changes. Natwest considers
these policies effectively to make their online move significantly.
Economic Factors: According to economic flow in demand and supply, control over
inflation and interest rates. Natwest has drives their online platforms to make regular
flow of cash by grabbing customers more purchasing power.
Social Factors: Natwest made verified research on people beliefs and norms in terms of
considering banking services of insurance, claims, medical cures and others. They
involve education or student loan for the people who wants to study in abroad.
Technological Factors: Natwest has upgraded the technological up gradation through
maintaining their websites and social links which has positive influence on its ROI and
innovations.

Environmental Factors: Natwest plan their strategies to reduce the pollution and
carbon gases from the environment to make reliable impact of business operations. By
making effective cash mechanism, Natwest has positively influence this factor on their
well being (Lahdensuo, 2018).
Legal Factors: Organisation must aware about legal laws and acts which vary from
country to country. So that Natwest could easily undertake their campaign successfully.
Competitors Analysis
An organisation needs to evaluate its strong and weak points which involve their
capabilities to stand against competitor. Organisational profits are mainly affected by its rivals
who could use the same ideas or better than the company.
NatWest HSBC
 Barclays and HSBC are the major
competitor of Natwest. The retail
banking industry has large competition
due to similar services with small
variations into interest rates.
 Natwest has high customer base and
reputed image into market which gave
them potential to stand against Barclays
and HSBC (Chakraborty, 2018).
 The bank could take lead into market
only by establishing innovation and
attractive schemes in their selling.
 they need to execute and implement
their strategies into well manner and
must be curious to accept so that other
firms could not easily consider same
ideas. Natwest has quality services and
good customer response.
Market Analysis
Market analyses considered the significant area of market which will be helpful in
implementing strategical plan. These market includes market share, its size, scope and
profitability structure. Market is a broader terms that defines every individual who has
contributed their presence into organisation products and strategies. They could be shareholders,
investors, employees and customers also. Natwest has researched about their market and its
customer that where to involve their best strategies so that unnecessary events would be
neglected.

Digital business and digital marketing plan.
Digital business is closely interconnected with digital marketing plan. First a plan will
formulate and then it regulate with the assistance of digital business sources. The company,
Natwest has undertake a high growth in digital business as they enables online servicing by
checking transactions, fill documents for claims and insurance and check on rate of interest all on
their website. Customer has large option to take these services from any of the sources. This is
known as digital business when company enhance their turnover through digital selling and
provide a good experience to customers (Yasin, 2018). Companies are using various methods to
promote their brand and products into the world through YouTube, Google and other sources by
taking partnership with other brands that will show up Natwest'S Ads and make it popular
amongst their customers. Natwest will use these sources to implement their new strategies so that
people will get aware as early as possible so that Natwest achieve efficiency and effectiveness
into business operations.
Formulation of Objectives
Objectives are said to be the directions which and framework to follow desired goals of
the organisations. The first and foremost step of making plans and arranging resources is to set
the objectives which the company expect from success of their plan. These objectives must be
reliable and accurate. For that instance, organisation must have to know about their potential and
abilities for expansion. Objectives must include what value the product and service will be
served to society and how does it affects to customers demands as well as organisations
profitability (Natarina, and Bangun, 2019). Objectives should be secure, measurable, attainable,
and realistic. Providing these objectives to employees and shareholders will generate a sense of
belongingness within them and will work to complete them with much efforts. The bank has
targeted to reach to maximum number of places so that undeveloped area could also take
advantages of their services. Natwest has established their objectives which are as follows:
 To make aware customers about increase and decrease in loans and other banking
services.
 To develop a specific mobile application which enable convenient transactions.
 To provide customer with 24/7 free internet banking services at rural or undeveloped
areas.

 To create large customer retention and provide them with good interest on savings and
current account.
Implementation and control in DM marketing
Plans might get execute easily but will not result as expected until it is not get controlled
into effective manner. Implementation is easy process but controlling and analysing the
performance is quite difficult for banking sector. Banking services already involves complex and
responsibility performance which require high level of attention during cash payments and cash
collection. Provide with insurance claim and its insights to customers. In relation with current
digital marketing campaign, the Natwest bank decides to operate with its own mobile banking
app which require a lot of efforts and innovative software (Mou, 2020). In order to implement
these strategies, various promotional tools to advertise and promote their app into national and
international level. Bank using channel like YOU tube, Facebook and Google to ascertain their
more traffic in their websites. In that relation control could be maintain through identifying per
click views and traffic on the site. In case site has not generated maximum views there would be
need of effective optimisation that is SEO which requires expertise working in building large
digital business. Control is required to check on performance and finding left out areas of
improvement.
STP approach
Segmentation: segmentation is required to classify the area where company wants to
scattered their product and services. This method classify the area into geographical,
demographical and cultural factors. Natwest use this method to analyse their targeted customers
in terms of their age, income group and cultural values. This will help the bank to easily fulfil
demands of different customers into less time.
Targeting: Another method is to look back at the best customers who could be their
existing customers or left out ones. Natwest desires to target mainly high age group people who
are the decision takers of their homes or business. This will help the bank to increase their sales .
Positioning: Under this method, bank will execute its services in such a manner that the
customers will only desires to retain and make contract with bank only. They make Natwest
their first preference in opting claims, savings and future deposits (Rutz, and Watson, 2019).

Marketing mix
Product/services: the services renders by the Natwest bank includes cash and cashless
transactions through digital payments or ATM facilities. Also, insurance policy, grant
loan, provide business and educational loan with minimum rate of interest. Product or
service must be in such a manner that it provide some values to the customers and into
society (Nguyen, 2018).
Place: Natwest provide their services through online and offline both place as per
customer convenient. Place needs to feasible in order to reach large number of customers.
For that instance, the bank make use of YouTube, websites and mobile applications.
Price: price must be significant as per the services offered. Natwest bank indulge
minimum rate services. They charge .5$ in terms of interest or banking transactions and
charge fixed deposits on their savings accounts which will benefit to customers in future
with good interest payback.
Promotion: promotion is necessary and essential to maintain brand reputation and
offering tom large number of people. This way, the bank could make active services and
promote their digital campaigns by taking sponsorships through Ads on YouTube and
google.
People: An organisations most essential assets are its people or customers which needs to
satisfied to be effective in profitability and servicing. Banks put more concentrate on
retaining customers through social sites by solving their problems.
Process: Business process involve realistic involvement of business operations. Banks
needs to operated UX system and conversion optimisation is essential so that customers
could effectively make payments and other banking facilities (TADELE, 2019).
Physical Evidence: service sector does not indulge any foreseen products but it has
customers reviews over their services which impact on organisations productivity.
Budgeting
Budget are required to allocate resources whether it is human or materialistic.
Organisations need to prepare appropriate budget which makes the work into simpler form.
Budgets are decided on the basis of objectives and goals that needs to be achieve during
campaign. Natwest make use of effective budgeting tools to get the perfect budget for further
proceeding of their plans. The bank require huge resources in order to establish their website on

first position into Google and attract large traffic on it. This require professional employees and
IT managers who has the best knowledge of SEO optimisation. The bank in need of pool of
financial funding to set up mechanism and software which will handle apps and other
promotional sites.
Evaluation of digital marketing campaign:
Performance measurement is mandatory to understand what has done and what needs to
be done into upcoming business situations. Digital marketing campaign indulge several task and
activities that requires huge funding and efforts to make it successful. So that, banking
organisation would make clear decisions on employee performance and customer response
through their campaign. This identification will side away the negative aspects of the company
and motivate them to make relatable changes into their working (Uotila, 2018).
NatWest use various tools to measure their performance. One of the best tool to measure
performance is KPI indicators:
Market research: The first step towards performance measurement is start with research
the market. NatWest bank first reach the whole market in terms of customers preference,
shareholders credibility to analyse does their service make expected value into market. The
campaign will surely would be the best as customers wants less time consuming services that
could be generated by mobile apps.
Revenue growth: The main purpose of running digital campaign is to make increment in
revenue growth. This growth will be achieve by NatWest bank because of their appropriate
budget that cover up extra cost and reflect high revenue growth (Wang, and Wang, 2019).
CONCLUSION
The assessment has cover up all the significant area of digital marketing and its process
through searches the market and make appropriate objective. These objectives are taken into
consideration by identify companies strength and weakness and other external factors through
effective frameworks. This has concluded that, in order to implement marketing strategies there
will be full control over the plan and its execution so that negative factor could come up to the
most extent. moreover, check on performance is essential by using KPI indicators is an effective
way to analyse where the area is required to improvise.

REFRENCES
Books and Journal
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Instagram (Doctoral dissertation, Massachusetts Institute of Technology).
Rutz, O.J. and Watson, G.F., 2019. Endogeneity and marketing strategy research: an
overview. Journal of the Academy of Marketing Science, 47(3), pp.479-498.
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Enterprises-Take MI Company as an Example. Ekoloji Dergisi, (107).
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Nguyen, X.T., 2018. Digital Marketing Application to Enhance Tourism Market Access for
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