Improving awareness and reinforcing brand positioning in savings and investments in a digital era: Pedagogical case study

• Autor(a) principal: Santos, Maria Coroado
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24803
• topic: User experience; Digital channels; Innovation; Banca -- Banking; Media sociais -- Social media; Experiência do utilizador; Meios digitais; Inovação

The recent Covid19 pandemic put the entire world in lockdown and has been limiting people’s movement. This means that Banks have the urge necessity to increase their online presence and improve the online services provided to attract more clients. With the emergence of the pandemic, BiG needed to adapt to the market needs and adjust in a way that makes sense to BiG's core business. There had to be a migration to digital, since branches had to close "overnight" and invest in non-face-to-face care, which was not a priority until then. With all this happening, I joined the marketing department of Banco de Investimento Global, during the restructuring of the team, to help the bank grow and reinvent itself. Several campaigns were developed to attract new clients and promote BiG trading platforms. We created an ecosystem of digital channels and social networks that portray the bank essence. The impact of our marketing strategy was successful, showing that we put in place effective strategies. Banks do not have to have an aversion to change. They can adapt to new realities in a short period of time.