BBVA Compass Case-Study at GWMSIST

Our very own Alexander J. Singleton does it again with another bang-out case-study analyzing the lower costs and increased efficiencies leveraged by search-engine marketing (SEM) and search-engine optimization (SEO) scaled with social-media- on average, a lead generated by inbound-marketing costs five to seven times less than a lead generated by outbound marketing.

As of 2010, the Spanish MultinationalCorporation (MNC), Banco Bilbao Vizcaya Argentaria, S.A. (BBVA), was the second largest bank in Spain, reporting 48 million customers and 104,000 employees in over 30 countries, including a growing footprint as a wholly-owned subsidiary (WoS) BBVA Compass in the American Sunbelt boasting over 700 branches and $49 B in deposits (Gupta, Sunil, and Joseph Davies-Gavin). Initially, BBVA leveraged their distinct advantage at the expense of their American competitors – language – focusing on Mexican immigrants but later re-defining their target demographic as “strivers” who are both aggressive though anxious with personal-finances, 25-54 years-old, netting a disposable household income i/a/o $75 M in order to achieve their BBVA objective in becoming one of the top-10 banks in the US by-deposits (Gupta, Sunil, and Joseph Davies-Gavin).

Acknowledging the evolving reality of measured-media, while noting strategic-alternatives, Alex recommended an inbound-driven marketing strategy procuring quality content for scale with targeted social-media campaigns via Facebook, Instagram, Twitter and LinkedIn social-media networks- unless BBVA demographics suggest otherwise. For every dollar saved from pay-per-click (PPC), cost-per-action (CPA) and search-display campaigns that isn’t “expensed” but instead “invested” for content, the incremental-cost of social-media campaigns leveraging scalable-content is orders of magnitude more profitable.

At the end of day, world-class web-presence is an investment not an expense- as such, a world-class website should be treated with steadfast dedication and maintenance as the focus of inbound-bound driven marketing tactics yielding data-driven insight for actionable feedback ultimately delivering a measurable return on investment (RoI).

We invite you to review his GWMSIST BBVA Compass case-study published below in its entirety via Scribd.

Harvard Business Review via GWMSIST | BBVA Compass: Marketing Resource Allocation by Alex Singleton on Scribd

Categories: Case Study