In our previous article, we learned about the Marketing strategy of the American Express Bank in depth. In this article, we are going to elaborate on the marketing strategy of Deutsche Bank – A German Multinational Investment and Financial Bank.
The objective is to figure out how Deutsche Bank maintains its global market position. Deutsche Bank is one of the top 20 private banks in the world providing banking and investment services, with operations in more than 70 countries. In this blog, we will take a deep dive into the types of marketing strategies Deutsche bank does in order to be in the top 20 in the world.
Marketing is the most important part of every company’s success. As more people go digital, so has marketing. If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.
We will go over the full marketing strategy of Deutsche Bank in this blog. Before we begin our deep dive, let us start by learning the company’s overview, target audience, and digital presence.
About Deutsche Bank – Company Overview
Founded in 1870, the Deutsche Bank specialises in financing foreign trade and boosting German exports. It eventually played a very big role in developing german industries as the basis of the business model of the bank is to provide finances to German industries.
(Deutsche Bank Statue, Source: CNBC)
The statute of the bank was adopted on 22 January 1970, and it was granted the banking licence on 10 March 1870 by the Prussian government. The emphasis of the statute laid on foreign business.
The emphasis of the company is to facilitate business of all kinds, in particular. The objective is to stimulate and promote trade relations between Germany and other European countries and other overseas markets.
|Industry||Investment and Commercial Banking|
|Market Share/ Revenue||€ 25.4 billion|
|Vision||“Aspire to be the leading client-centric global universal bank”|
|Tagline||A passion to perform|
Marketing Strategy of Deutsche Bank
Let’s learn about the marketing strategy of Deutsche Bank and how Deutsche Bank does its marketing campaigns.
Segmentation, Targeting, and Positioning
Segmentation – In order to understand the tastes and preferences of the different types of client groups in the market, a segmentation strategy is essential. It helps in classifying clients based on comparable demand and requirement patterns.
Segmentation can take many different forms, including
- Geographic segmentation
- Income-based segmentation
- Demographic segmentation
- Behavioural segmentation, etc
DB uses two types of segmentation strategies: Demographic and Geographic segmentation. Demographic segmentation is based on certain traits such as gender, age, income, and occupation of customers and potential customers. Geographic segmentation strategies involve segmenting the audience based on the region they live or work in.
Targeting – In order to concentrate on a particular segment of a broad market, targeting is essential, because it divides that market into smaller segments. Based on the distinctive qualities of each client category, it distinguishes and serves them. In order to be competitive in the market and remain customer-centric, DB uses differentiated targeting strategies.
Positioning – Positioning illustrates how your goods and products are in comparison to your competitors. DB uses a value-based positioning strategy as it has positioned itself as a Private bank focusing on its business and customers for delivering services that are valued for money to the customers.
In 2022, #Shave for a cure: An annual head-shaving campaign. In which 124 colleagues of DB from the Asia Pacific participated and raised more than 50,000 Euros for children with cancer. This year’s shave was the first physical event in two years due to the pandemic, giving a much-needed boost to the three beneficiary charities: The Children’s Cancer Foundation in Singapore and Hong Kong; and CanKids in India.
In 2018, Deutsche Bank launched a global brand campaign in which client stories were shown in a film to highlight how Deutsche Bank made a #positiveimpact in client’s life. These stories are told through films featuring clients and colleagues from across the bank, demonstrating how they support clients to achieve clients’ plans and ambitions.
The campaign showcases what value Deutsche Bank has created for its clients. Many clients of Deutsche Bank agreed to be part of the new brand campaign and the advertisement appeared in popular digital business media.
In 2019, Deutsche Bank launched a brand film which appeared on various digital platforms. The 3 hashtags which were used to make the marketing campaign popular were – #positiveimpact, #whatcouldyoudo and #morethan banking. The brand film got more than 4.2k+ viewership and many people got inspired by the video.
Social Media Marketing
Deutsche Bank is the most active on social media handles like Facebook, Instagram, and Linkedin. They are most followed on Linkedin than on Instagram and Facebook at last. LinkedIn is a more professional platform than Facebook and Instagram, so being a bank, they have more than 1.6 million followers on Linkedin. On Instagram and Facebook, followers are in the range of 50k to 100k.
On their Social Media, they mostly talk about the initiatives taken by them to bring down the emission of greenhouse gases and climate change. They also help in educating people about how they can contribute from their side to protect the environment. They recently shared on Instagram how they raised more than 50,000 euros for children with cancer through their annual head-shaving event.
According to SEO rankings, the number of organic keywords is bad if it is less than 500, good if it is more than 1000, and incredible if it is more than 10,000. As we can see that Deutsche Bank has more than 94000 organic keywords which are very good. That means the digital marketing of Deutsche Bank is pretty strong and they are focusing very much on it, as an international bank that has its clientele spread across the globe.
Also, the traffic per month is more than 1 million which is considered a good amount of traffic for an investment bank. Hence, they still need improvements on their SEO strategies while working hard enough to keep the brand soaring in the Google organic SERP results.
As of now, Deutsche Bank is not indulged in any Influencer Marketing. However, there have been successful examples of bank and social media influencer collaboration in the past, where the banks were able to bring attention to the campaign message and convey it through the influencer community.
Influencer Marketing has become a digital marketing trend on its own. 86% of advertisers use influencer marketing for their marketing campaigns. Because influencers have a massive number of committed followers, collaborating with them will help you reach an even larger audience than doing SEO activities only. DB is simply missing out on this cause its competitors are already using such marketing strategies for reaching their audience.
When talking about the E-commerce strategies of Deutsche bank they do have a website, and you can also open a bank account online. On their website, they discuss in detail the products and services they offer in the Private, Corporate, and Investment banking sectors along with various reference material a user would need to make his decision.
They also talk about their Corporate Social Responsibility like how they are contributing to sustainability and what we as responsible people can do to keep our environment unpolluted and clean.
DB has a mobile app called MyBank India. It helps its users and consumers in the online handling of all the accounts like fixed deposits, loan accounts, Demat account holdings, and Investment holdings. You can track your balance in real time and also see up to 10 recent transactions. The user interface, or UI, of the app, is very simple and user-friendly, which improves the user experience; moreover, the app is entirely secure.
Content Marketing Strategies
Content marketing is a type of digital marketing that focuses on generating leads, publishing marketing content, and distributing quality information to the target audience. DB has two different websites called Deutsche Bank Research. On one they talk about various topics like Real Estate, Banking, and the Financial market.
And, their other website is only available for those who have a business relationship with Deutsche Bank. On this website, they offer information on multiple topics like macroeconomics, Quant, ESG, Equity, and other major industry sectors research to their clients. They also analyse trends in the financial market, the economy, and society and highlight the risk and opportunities to their clients and stakeholders.
By doing so they try to help the investors better understand the market and promote public debate on the economic, fiscal, labour market, and social policy issues.
This ends the elaborative marketing strategy of Deutsche Bank. Let us conclude our learning below from the marketing strategy of Deutsche Bank.
Conclusion – What’s unique about Deutsche Bank Marketing?
Deutsche Bank is a globally recognized international bank with a very phenomenal marketing approach. They have adapted themselves to the digital transformation and are using digital marketing to its fullest potential to market themselves across the world.
They are doing everything which every business should be doing in this digital era from having a great content marketing strategy to a properly structured website that tells everything a user would need to know about their business and the products and services they offer.
Digital marketing is crucial since it links a company with its clients when they are online and is effective across all sectors. It links businesses with ideal consumers through SEO and PPC on Google, social media marketing, and email marketing. If you would like to learn more and develop skills, check out IIDE’s 4-Month Digital Marketing Course to learn more.
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 Deutsche Bank has given you a good insight into the company’s marketing strategies.
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