Mastercard digital

strategyMegan

Hodgman

Internet MarketingFull use of social media such as Twitter, Instagram, and Facebook

MasterCard believes in promoting their “Priceless Moments” campaign by incorporating their customers adventures on the media outlets

Target AudienceMen and women ages 21-45

Graduating college students entering the professional world

A wide variety of social media outlets covers the wide age range of the target market

21-27 years old-Facebook, Twitter, Instagram

27-45-Facebook

Becoming a trusted brand Distinguishing that MasterCard believes in “Safe Credit Card Use”

Accomplished through blogs, vlogs giving their personal testimonies on experiences with other companies and bad experiences

Promoting smart credit card use amongst younger users

Offering smaller interest rates for new customers

Having a convenient websiteAn uncluttered website is a successful website

Business Objectives and KPI

You want to have the answers to FAQs quickly accessible, otherwise customers are going to seek other options

If customers are finding answers elsewhere, a company’s sales are going to diminish

Making the site “Mobile Friendly”

Getting answers easily when you don’t have time to pull out a laptop or find a desktop

Inbound marketingAnswering any potential questions before consumers ask them

Larger companies usually have customers seek them out instead of them seeking out new customers

Content marketing that MasterCard would benefit from is if they were to hold webinars to promote safe credit card use

To extend on consumer generated content, have customers send in videos from trips that they took using their MasterCard to pay for flights and hotels

Email targetingSend the emails out to college graduates and young professionals

Entering the workforce

Buying houses/cars

Trying to build credit

Use email subjects such as “low rates” and “student cards”

MasterCard wants to make the target audience feel comfortable using the product because it is such a new concept for them

Mobile app & mobile marketingMasterCard’s website is very uncluttered and filled mostly with pictures

that change periodically while the consumer is browsing the website

Other tabs are at the top to navigate the website and get the customer to where they need to go

MasterCard’s mobile app is also, very uncluttered and looks very similar to the regular website

There is a brief amount of information on the main page, but tabs to conveniently guide the customer to the answers they are looking for

The Big Idea500,000 new customers within the next 6 months

Achieved by offering a free financial planning seminar to the first 500,000 customers in order for them to learn of the dangers of credit cards

Want to change the way consumers look at credit cards and show that they are not as scary as everyone believes

Budget for digital strategyTo implement this strategy it would cost around $10,000

Salaries of those conducting the Webinars and donating time for the financial planning

Paying for Google AdWords

Revamp mobile app to be able to track spending and cancel your card should you lose it

Have this campaign completed by October of 2016