The RBS Group needed a market leading business banking digital strategy, one which would improve both lead generation and cost per acquisition. Targets needed to be achieved within;
- Tight regulatory frameworks
- A complex multi-product portfolio
- A performance related agreement that left no room to hide.
We tendered for the RBS Groups’ digital business in 2013 and now work alongside the digital marketing teams in London, Edinburgh and Glasgow.
The path from enquiry to account opening within business banking can take many routes, and across five distinct product types it became clear that understanding and improving the conversion triggers was key to improving overall performance.
A combination of keyword data analysis, landing page optimisation and strategic aggregator bid management were implemented.
Budget planning was switched away from specific digital channels/time periods to a more fluid performance based allocation that behaved more in line with e-commerce phasing (no caps on demand at agreed ROI).
Campaign reach was extended via new channels as a result of close working relationships with RBS insight teams.
We were looking for an agency to take our digital marketing to the next level – a team with proven skills and experience who understood our business objectives and were willing to put their money where their mouth is when it comes to performance-based campaigns.
Fusion Unlimited have achieved and exceeded performance targets, demonstrating a pro-active value-adding approach as well as superior client management and reporting. They’re also a fun bunch of guys to do business with.
John Mackenzie, Digital Strategy Manager - RBS Group
- +74% overall annual improvement in lead volumes and bench-marked CPL
- Landing page optimisation improved CTR by 400%
- Search Marketing optimisation reduced CPL by 70%
- Actions taken within affiliates led to a reduction in CPL of 60%
- Secured additional products within the RBS group-wide business portfolio
- Campaign nominated for the DADIs Best Financial Services Campaign and Northern Digital Awards Best Digital Marketing Campaign
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