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360° Digital Marketing Strategy of BNP Paribas – Detailed Explanation

Updated on: Jul 27, 2022
Marketing Strategy Of BNP Paribas - Featured Image

In our prior post, we talked in detail about the SWOT analysis of BNP Paribas. In this post, we’ll go through the marketing strategy of BNP Paribas – in detail.

The goal is to assist you in gaining knowledge of BNP Paribas’s Digital Marketing campaign to understand how such a top banking company does business on a global platform.

Marketing is an integral element of a firm’s Identity that may significantly impact its success. As users all around the world migrate to the digital sphere, marketing has jumped on board. If you want to learn more about digital marketing in the world today, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

This article will go over the marketing strategy of BNP Paribas in detail. Let’s commence by studying the company’s history, intended audience, and presence online before we dive in.

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About BNP Paribas – Company Overview

BNP – Banque Nationale de Paris and Paribas – Banque de Paris bank of Paris and the Netherlands were two separate banks. BNP was founded 178 years ago which is in the year 1848 as a French national bank and Paribas was founded in the year 1872. 

In 1999 there was a high stock market battle going on in Paribas and that’s when BNP took control over Paribas. Both the banks merged in the year 2000 and became the bank BNP Paribas. 

The bank offers all banking and fiscal services. It is known for its French banking operations but also has operations in the western midwest and western United States as Bank of the West. As international financial services and investment bank, the bank is present across Europe, the Americas, and Asia. BNP Paribas is the first to be introduced as an entirely digital mobile-based bank in Europe. The bank works in France, Italy, Belgium, Germany, and Luxembourg.

Quick Stats on BNP Paribas
CEO Jean-Laurent Bonnafé
CMO Roger Miners
Area Served Worldwide
Industry Banking
Market Share/ Revenue €46,235 Million (2021)
Vision International reach, Long-term collaboration as a trustworthy partner, and a vital contributor to truly sustainable global development.
Tagline The Bank for a Changing World

 

Marketing Strategy of BNP Paribas

BNP Paribas has many innovative and effective marketing strategies which helped the company to be at the top position. 

Segmentation, Targeting, and Positioning

Segmentation: BNP Paribas is a world-renowned bank. Hence, the company provides micro-financial services as well as macro-financial services. Micro-financial services include serving individuals as well as small businesses that lack access to conventional banking-related services. The bank carries out

Targeting: Since BNP Paribas is a bank, its major target is the people interested in banking services. Other than that, the target could be other financial firms and institutions interested in acquiring financial services. Individuals demanding services like student loans or vehicle loans are potential customers for the bank as well. Companies that would want investors are also potential targets of the bank.

Positioning:-BNP Paribas actually kicked off as a merger of two banks when, in 2000, BNP took control of Paribas, also known as Banque de Paris et des Pays-Bas. Since then, after excellent work in the finance industry and by accumulating thousands of customers, BNP Paribas established itself as one of the major banks not only in France but also worldwide.


Marketing Campaigns

Benefit from Transparency (Indian Advertisement)

Marketing Strategy of BNP Paribas - Campaign 1

This funny ad is from BNP Paribas’s Indian marketing campaign which shows two couples confessing some of the traits which they hid before their date. This is where BNP Paribas was ensuring that there is total transparency in their business with their customers. This ad was liked by the masses because it also included humour in its message/agenda.

A Single Touch (French Advertisement)

Marketing Strategy of BNP Paribas - Campaign 2

This 2021 ad describes the company’s message on how it provides the latest technology to its customers. The ad showcases a gentleman suited like James Bond, accessing futuristic objects with just a single touch and it suddenly transitions him to a grocery store where he’s denied payment via contactless pay. He then scans his finger on the all-new BNP Paribas fingerprint card and completes the transaction.

Who owes you money (Belgian Ad campaign)

Marketing Strategy of BNP Paribas - Campaign 3

This ad was made to promote the Easy Banking App in 2013. This campaign had a tremendous effect because it got 500k+ downloads within a few hours after the campaign went viral. Via this website you can put a little bit of pressure on friends that still owe you money after a lunch, festival, night out… and who “forgot” it. Instead of sending a boring reminder mail, it was shown hilariously in the ad that A man can fix it for you and visit your friend using Google Street View to increase the pressure. It was basically promoting that via the Easy Banking app, it was easy to pay your friends via their mobile number(back in 2013).

Online Security

Marketing Strategy of BNP Paribas - Campaign 4

This funny ad is a Social Experiment, where a random guy asks strangers to hand him their car. This was shot outside a grocery store. The ad basically conveys the company’s message that the bank’s online portal is very safe. BNP Paribas ensures a very safe online transaction through its portal. Also, ensuring that customer support is always provided to the consumer 24×7.

Social Media Marketing

Where can the company be found online?

LinkedIn:- 1,147,708 followers
Twitter:- 74.2K followers
Instagram:- 29.4K followers
Youtube:- 43K subscribers

BNP Paribas is active on social media platforms like LinkedIn, Facebook, Twitter and Instagram. 

The company has more followers on LinkedIn, Instagram and LinkedIn. The number of followers on Instagram is 29.4k. There are 1 million followers on LinkedIn. The posts of the company which are posted on these platforms are related to their campaigns, New product info, and advertisements. 

Hey, If you want your business to get success on social media platforms or have a curiosity about how marketing works on these channels, then you must check out the short-term SEM course offered by IIDE in which you will get everything you are looking for to know-how marketing works on social media.


SEO Strategy

Marketing Strategy of BNP Paribas - SEO

As per SEO ranking, it is said that the Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. we can observe that BNP Paribas has 140,964 keywords and it is considered amazing, zing zing right. Hence Digital marketing has gained the best insights.

The organic monthly traffic is about 1,284,919 which is amazing. 

SEO helps in achieving your long-term goals for your brand. A good ranking and a favourable placement help in raising the profile of your brand. In short, SEO strategies are crucial for the development of the website and to provide more visibility to the relevant audience.

If you are someone who doesn’t want to miss any step in implementing the right SEO for your new website, then you must have a thorough go-through of our in-depth blog on Step-by-Step Guide on SEO for New Websites in 2022 – IIDE where you will explore a new website SEO checklist, all the SEO requirements for a new website, how long does SEO takes to work for a new website, and more. 


Influencer Marketing

The process of identifying, engaging, and supporting individuals who initiate conversations with a brand’s customers is known as influencer marketing. It is a growing trend used in public relations campaigns. In recent years, this strategy has become increasingly focused on social media, allowing brands to market through social media influencers. Influencer marketing will also be a big trend in 2022 and beyond.

Influencer marketing, which mixes brands and influencers working together, maybe a strong strategy that may help businesses develop. It is a marketing approach that’s been employed successfully by thousands of organisations and brands for over a decade and is still growing.

BNP Paribas hasn’t really collaborated with any significant influencers. However, since it’s an official sponsor for a popular tennis tournament, Wells), posts, products or agenda “BNP Paribas Open”(Indian Wells) we might see big celebrities on some of their posts but they aren’t promoting a product/agenda of the company.


E-Commerce Strategies

The bank’s biggest strategy is to provide financial services to other websites. The bank also sells its products to customers via different schemes. The bank also relies heavily on advertisements for the sale of its products.


Mobile Apps

Marketing Strategy of BNP Paribas - Mobile App

There are tons of mobile apps from the company, but the most notable app that could be found on the mobile apps store is the Easy Banking app.


Content Marketing Strategies

The company is active on platforms like Instagram, Twitter, Youtube and LinkedIn. The posts/content mostly promotes new schemes or work life of their employees and sometimes some of the social causes that the company supports. 

This ends the elaborative marketing strategy of BNP Paribas. Let us conclude our learning below from the marketing strategy of BNP Paribas.

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Conclusion – What’s Unique in BNP Paribas’s Marketing?

After analysing the marketing strategy of BNP Paribas we can sum up that through the campaigns the bank is trying to explain the benefits and advantages a person will get after leveraging services from BNP Paribas. BNP Paribas is also doing great in terms of SEO, having a mobile application etc. All over the bank is using digital marketing methods considerably.

Thus digital marketing is a great step taken by them which gives them a global sector for their products and services, if you want to learn about digital marketing, check our Online Digital Marketing Course if you want to learn more and improve your marketing skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing. 

We hope this blog on the marketing strategy of BNP Paribas has given you a good insight into the company’s marketing strategies.

If you like such in-depth analysis of companies just like the marketing strategy of BNP Paribas check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of BNP Paribas, and do share your thoughts on this case study marketing strategy of BNP Paribas in the comments section below.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

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