OOH will be evaluated in terms of spends & visibility
By Pray Jani - June 19, 2020
Rakesh Sharma, Dy. General Manager and Head – Marketing & Branding, Bank of Baroda says the bank shall also focus on innovative OOH displays and new avenues that provide a complete brand immersion experience
During the lockdown, banks are creating marketing strategies by holding conversations with the customers around the current situation and promoting safe transaction techniques.Banks have been upping their digital marketing strategies through creatives and hashtags around COVID-19 awareness to promote cashless transaction and digital banking.
Bank of Baroda has also crafted multiple posts on all its five social media channels and website under the theme #StaySafeBankSafe. For us at Bank of Baroda, social media and digital marketing have always been strong communication channels and in the current situation, both these channels are providing the much-needed platform for the bank as well as customers to communicate with each other.
The bank has shared over 20 posts, covering topics such as Do’s and Don’ts to stay safe, pictures of branches practicing social distancing and other precautionary measures. These campaigns had also urged citizens to participate in nationwide Janata Curfew on March 22.
On the bank website, a separate section has been created to host COVID-19 related FAQs pertaining to different businesses. Over 2,500 conversations have taken place in the last fortnight with customers on the various social media pages of the bank.
Clearly our communication channel with customers has been and will be through social and digital media to stay connected during the times of social distancing and lockdown situation pan-India.
Media consumption patterns & choice of media channels
While during the COVID-19 scenario, the media consumption and spends are more inclined towards digital, we believe that once the conditions stabilise and markets open up, we shall return to the 360-degree approach for marketing and publicity requirements.
Bank of Baroda believes in rationalised spending across various marketing and publicity mediums. The marketing strategies are designed to get the optimum utilisation from all mediums. Accordingly, OOH forms an important part of our marketing strategy and no brand would be able to create the required impact without well planned and adequate spend on OOH media.
Therefore, post the lockdown, we shall evaluate various OOH mediums on visibility and value for money. We shall work on long-term deals and display specially designed attractive creative for maximum attention of the customers.
The bank shall also focus on innovative OOH displays and new mediums that provide complete brand immersion experience for enhanced image through OOH medium.