Web marketing to support the business

By adopting the most advanced web marketing algorithms, Banca Ifis embarked on a path of development of the digital channel to support the growth of businesses and the search for new customers. The new “People Based” advertising methods show banners and advertisements only to online users who, on the basis of a set of rules (e.g. sites visited, searches carried out on search engines, etc.), are potentially interested in the products of Banca Ifis. To do this, a Data Management Platform (DMP) has been adopted which allows the creation of profiled advertising activities and a real time analytics system to monitor performance in real time. To offer potential customers the best User Experience when they come into contact with the Bank’s web channels, a specialised Marketing Automation solution has been implemented which, again based on the Data Management Platform, can tailor the content of the web pages to the user profile of the potential customer. In addition, on the basis of different parameters of affinity and propensity to buy, specific actions are activated (for example, custom popups and sliders) to support the development of the new customer base.