Detailed Marketing Strategy of BDO Global – With Company Overview

Updated on: Jul 8, 2022
Marketing Strategy of BDO Global - Featured Image

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My name is Aditya Shastri and I have written this case study with the help of my students from the online digital marketing course at IIDE - India's #1 digital marketing institute.

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In our previous article, we had learnt in detail about the SWOT analysis of BDO Global. In this article, we are going to elaborate on the marketing strategy of BDO Global – the fifth largest accounting network globally.

The objective is to help you gain insights on BDO, and how it became the fifth largest accounting network globally. BDO aims to become the world’s largest accounting network globally.

Marketing is a part of a company’s DNA that can either make it or break it. As users across the world go digital, marketing has followed them to the digital realm as well. If you are interested in new-age digital marketing, then you should check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy for BDO Global in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience and digital presence.


About BDO Global  – Company Overview

The fifth-largest accounting network globally – BDO was initially known as the Binder Seidman International Group when it was founded. It was formed by well-established respected firms that were already ruling the consultancy and advisory market in Canada, Germany, the Netherlands, the UK and the USA. Their purpose for collaboration was to share and expand their knowledge to better serve their clients. 

Finally, in 1973 the Binder Seidman International Group got the name BDO which was made up of the three initials European firms – Binder (UK), Dijker (Netherlands) and Otte (Germany). Today, BDO is global and has a subsequent strength of 97,000+ employees operating in 164 countries and the business has grown into an US$11 billion business in the last 50+ years of Journal Global.

For the year ended 30 September, 2021 BDO announced a total combined fee income of more than US$11 Billion, showing a year-on-year growth of 10.8%. BDO’s main clients include Facebook, Apple, Fidelity, Michelin, Diners Club, Lone Star, Intercontinental, Tyson Krupp, SAS and many more.


Quick Stats on BDO Global
CEO Keith Farlinger
CMO Deneen Akture
Area Served BDO provides services in around 164 countries like the USA, France, Germany etc.
Industry Financial Services, Manufacturing, Professional services
Market Share/ Revenue US $11.8 Billion (2021)
Vision To be the leader for exceptional client service
Tagline We Find Ways

Marketing Strategy of  BDO Global    

Let’s learn about the marketing strategy of BDO Global.

Segmentation, Targeting, and Positioning

Segmentation is the process of breaking a targeted market into segments that may be contacted. Market segmentation divides a market into subgroups based on demographics, requirements, priorities, shared interests, and other psychographic or behavioural traits that help to better understand the target audience. Talking about the segmentation of BDO Global it has segmented its business into corporate companies that are seeking services in accounting, tax, consulting and business advisory.

Targeting a business’s choice of potential customers to whom it wants to sell services. The targeting approach requires segmenting the market, selecting the most relevant segments, and identifying the services that will be supplied in each segment. So here in this case the targeted audience of BDO Global are middle-class and upper-class corporate companies who need regular consultation about taxes and accounting and business advice regarding their company. 

Positioning is the final phase of the ‘STP’ process, and it focuses on how the customer perceives a product or service in comparison to the competitors, which is critical for gaining a competitive edge in the market. As we know  BDO Global ranks 5 the highest in the market. To gain a competitive edge in the market, BDO Global is trying to improve the quality of services to rank 1st in the market.

Marketing Campaign 

Marketing Strategy of BDO Global - Campaign 1

The BDO India division of BDO Global had organised covid 19 vaccination campaigns around the country.

#BDOproud of BDO in India, as they embarked on an incredible endeavour of creating a safer and healthier environment for their employees and their families.  Covering 8 cities and 2000+people, they just concluded their pan-India vaccination drive.  

An amazing accomplishment of the BDO HR and Operations teams, as they managed to set up a multi-city vaccination programme, partnering with authenticated vaccine administrators and securing enough vaccinations for everyone. 

Marketing Strategy of BDO Global - Campaign 2

Phillip Roth from BDO Christchurch will traverse the 85km Old Ghost Road, putting his body on the line to raise funds for Canterbury kids.

In 2019, Phillip successfully raised $8,500 for New Zealand Spinal Trust by running the Motatapu Ultra. Always looking for further challenges, Phillip has increased the stakes and in February 2021 will tackle the Old Ghost Ultra this time for Cholmondeley Children’s Centre.

The BDO Christchurch team provides traditional audit, accounting, compliance and tax services. We are also strategic advisors, financial modellers, IT system experts, future-focussed problem solvers, consultants and ultimately your trusted business partners.

Marketing Strategy of BDO Global - Campaign 3

On 8 and 9th July BDO organised the global tax conference in Atlanta, USA. finally where many people attended after 2 years of the visual conference. 160+ BDO tax specialists attended it from 50+ countries. The event is a mixture of the main stage and focuses sessions concentrating on tax technical development.


Social Media Marketing

Marketing Strategy of BDO Global - Twitter Marketing Strategy of BDO Global - Facebook

Marketing Strategy of BDO Global - LinkedInMarketing Strategy of BDO Global - Instagram

BDO Global is on Instagram, Twitter, Facebook, and LinkedIn among several other social media platforms. Linkedin has the most followers, followed by Facebook and then Twitter. The articles are mainly promotional and informative.

SEO Strategies 

Marketing Strategy of BDO Global - SEO

As per SEO ranking, we know that the  Number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, on the BDO Global domain we can see that there are more than 50k organic keywords which are amazing. That means the digital marketing of BDO Global is gaining a good number of insights. BDO Global’s digital marketing is attracting a large number of visitors. The monthly traffic is more than 3 lakh, which is considered the best.

This proves that BDO Global is fueled by a foolproof SEO strategy along with working hard enough to keep the brand soaring in the Google organic SERP results.


Influencer Marketing

BDO Global does not use any kind of influencers or brand ambassadors. BDO Global should influence their customers by getting some famous personalities on board to promote their services. 

Ecommerce Strategies

As we know BDO Global is a company that provide services not product, so as we can see that all of the services are provided from the office itself, they should also provide the services from their website as most of their competitors do, by providing services on their website there will be an increase in traffic on the website and will help the company to rank better on google SERP.


Mobile App 

BDO Global does not have an app which provides combined services but they have a mobile banking app, which provides banking services but the interface of the app is not very friendly .


Content Marketing 

BDO Global is not a social media powerhouse but it uses various platforms like Instagram and Facebook in which they post various informational content about their company.  BDO Global also has a separate page for blogs, where there are very informative blogs about the services they provide.


This ends our elaborative marketing strategy of BDO Global. Let us conclude our learning below from the marketing strategy of BDO Global.


What’s Unique in BDO Global  Marketing?

In the marketing strategy of BDO Global, we saw that BDO  offers a portfolio of unique good quality services. BDO Global provides an end-to-end solution to their customers worldwide through their services. BDO’s marketing strategy is good as they rank 5th in the market but the strategy can be much better. 

Marketing is one of the most important aspects of every company, and it is now undergoing a rapid transformation. With the growing importance of digital marketing, it’s essential to educate yourself on this subject.

Check our Online Digital Marketing Course if you want to learn more and improve your 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 BDO Global 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 BDO Global check out our IIDE Knowledge portal for more fascinating case studies.

Thank you for taking the time to read the marketing strategy of BDO Global, and do share your thoughts on this case study marketing strategy of BDO Global 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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