In our previous article, we learnt in detail about the marketing strategy of Mckinsey -the most recognized consulting firm, & Company. In this article, we are going to elaborate on the marketing strategy of EY.
The goal is to give you insight into EY’s corporate history, its STP analysis, and the numerous marketing strategies they employ to grow its firm.
A company’s marketing strategy is a significant factor that could either help or harm it. Along with users from all over the world, marketing has moved to the digital era.
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In this blog, we’ll go over every aspect of the marketing strategy for EY. Let’s start by studying the company’s history before diving in-depth, and then move on to learn about its target market and online presence.
About EY –
Source – Wikipedia
An international professional services partnership with its main office in London, England, is known by the trade name EY, or Ernst & Young Global Limited. One of the world’s largest networks for professional services is EY. It is regarded as one of the “Big Four” accounting firms, together with Deloitte, KPMG, and PricewaterhouseCoopers (PWC).
Its main services to clients include assurance (which includes financial audit), tax, consulting, and advisory. EY has recently diversified into industries outside of accounting, such as strategy, operations, HR, technology, and financial services consulting, like many of the larger accounting companies.
EY is a network of member companies that are organised as independent legal entities in a partnership and employs 312,250 people across 700 offices in more than 150 different countries.
In 1989, Ernst & Whinney and Arthur Young & Co. merged to establish the current partnership of the company. Although this initialization was already being used unofficially before to its legal adoption, it was known as Ernst & Young until a rebranding drive officially changed its name to EY in 2013.
EY ranked as the seventh-largest privately owned company in the US in 2019. More than any other accounting firm, EY has maintained a ranking on Fortune magazine’s list of the 100 Best Companies to Work For for the previous 24 years.
Quick Stats
| CEO | Carmine Di Sibio |
| CMO | Karen Hopkins |
| Area Served | Worldwide |
| Industry | Professional services |
| Market Revenue | US$45.4 billion (2022) |
| Vision | We’re building the workplace of the future at EY, a place that’s smarter, more inclusive, more dynamic and more flexible. |
| Tagline | Building a better working world |
Marketing Strategy of EY –
As there are numerous factors to consider when developing the ideal marketing strategy, let’s start the case study on the marketing strategy of EY by presenting its STP Analysis.
Segmentation, Targeting and Positioning
EY does not have a specific segmentation as they provide services for every industry.
Fortune 500 businesses and other large organisations are the target market of EY.
The positioning of EY is of a financial consulting company that offers top-notch solutions worldwide.
Marketing Campaigns
Professional services company EY introduced “NextWave” in 2019, a global campaign meant to demonstrate that they are aware of how the world will change over the medium and long term and how those changes would affect their clients. It can be used in any field or industry.
The goal of the campaign was to generate interest in how EY might assist international insurance companies in becoming future-ready.
To create and produce the overarching narrative and promotional materials for the first phase of a NextWave campaign targeted at the Global Insurance Sector before its launch in the fall, Wardour won a competitive pitch in the summer of 2019.
The campaign involved two other agencies, and we had to engage closely with them throughout the process to make sure that their messaging complemented the content they were providing and that, as the advertisements were further developed, their work was reflecting our creative approaches.
Their responsibility included coordinating these organisations by leading weekly update calls, tracking advancement on several fronts, and resolving roadblocks.
A multi-million dollar brand campaign was created by Ernst & Young LLP in 2017 to illustrate how the company’s army of more well-connected consultants is helping customers adjust to the evolving business environment. EY has given this era the moniker “Transformative Age” due to the previously unheard-of business complexity and the possibility it offers.
The multichannel campaign will debut first in the United States with full-page ads showcasing how EY is helping customers prosper in the Transformative Age in The Wall Street Journal, New York Times, and Financial Times.
Additionally, commercials will appear on a variety of mediums, including digital billboards in Times Square, television, print, and social media. The year-long initiative will incorporate events, material, and public relations efforts.
To demonstrate not only why we do what we do, but also how we do it, in order to bring to life EY’s mission. This gave rise to the original notion that the world functions better with the query and the better the response.
Through an integrated campaign called #BetterQuestions that aired in important markets throughout EMEIA, the Americas, and APAC, they brought the concept to life in 2016. It followed the C-Suite through a variety of media, including experiential events, social media, regional media partnerships, and airport advertising.
All of which travelled to betterworkingworld.com, an interactive digital hub. Internally, they made use of a variety of programmes, such as Better begins with you, our peer-based global award programme that honours and celebrates EY employees who have discovered motivational and significant methods to bring around our purpose to life.
Social Media Marketing
- Facebook: 546K
- Instagram: 28.3K
- LinkedIn: 7M
- Twitter: 54.8K
EY is most active and followed on LinkedIn as it is the platform where its target audience is majorly present.
They usually post informational and promotional content about their company.
SEO Strategies
Source – UberSuggest
According to the SEO Analysis, the number of keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing as we saw in the image above EY has 1.7M organic keywords which is huge.
EY has monthly visits of around 3.5M which is remarkable as per analysis above 20000 visits per month are good.
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Influencer Marketing
EY has a student influencer as their brand ambassador Vanshika Arora.
E-commerce Strategies
They do not have an online portal for online consulting but they have detailed information about the services and industries they work on. This will help the audience to clear their doubts and understand how EY can help them.
Mobile Apps
EY has multiple mobile apps available on Google Play Store that will help you with virtual events, meetings, tax & law DE News, Tax Briefing, Mobility Pathway, tax laws and much more.
Content Marketing Strategies
For Content Marketing, they upload various articles, Case studies and newsletters for the audience to understand what they do and how they work. Such case studies help them to grow and strengthen their customer’s trust. Apart from that, they have a great presence on their social media handles.
This brings us to the end of the marketing strategy of EY.
What’s Unique in the Marketing Strategy of EY?
Let us conclude the marketing strategy of EY real quick and take note of the impressive facts from the case study. To begin with, EY offers services to all industries which expands its target audience. Moving forward they have some amazing and interactive marketing campaigns for their target audience which is great.
They also have an astonishing Social media and SEO Strategy, by their SEO results you can see that they are getting desirable results for their marketing efforts. Further, they also have multiple mobile apps and content strategy which helps their audience to learn more about the company.
From this case study, you have seen the power that digital marketing holds in making a company successful. If you also want to do such a great response from your audience then learning digital marketing is a must and the first step to start with IIDE’s Online Digital Marketing Courses and MBA in Digital Marketing will help you with that as IIDE is awarded the Best institution for digital education.
If you like such illuminating case studies like the marketing strategy of EY then IIDE Knowledge Portal has lots of it.
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