Exclusive Marketing Strategy of FIS – With Company Overview & STP Analysis

Updated on: Dec 18, 2022
marketing strategy of Fis - 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 IIDE's online digital marketing courses in India.

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In the previous article, we get to know about the detailed marketing strategy of AU small finance bank. In this blog, we will discuss the Marketing Strategy of FIS.

The key objective of this blog is to give an insight into FIS and how is it serving a vast crowd in India. Its aim is to be at the top level in the Financial service sector and with its cheerful marketing it achieves it sooner.

As we know that world is rapidly going digital and to be in competition marketing is a must. So, if you want to know more about marketing then you can attend Free Masterclass on Digital Marketing by the CEO and founder of IIDE, Karan Shah.

Before getting deep into the Marketing strategy of FIS, let us know about the company, its target audience, and its digital presence.

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About FIS – 

marketing strategy of fis - fis logo

Source – Wikipedia

An American international firm called Fidelity National Information Services, Inc. (FIS) provides a variety of financial goods and services. As of Q2 2020, FIS offers its products in three main segments: Merchant Solutions, Banking Solutions, and Capital Market Solutions. FIS is well recognised for developing Financial Technology, or FinTech. In support of more than 20,000 clients worldwide, FIS processes around 75 billion transactions annually, enabling the movement of almost $9 trillion.

FIS is a forerunner in innovation and administration that assists organizations and networks with flourishing by propelling business and the monetary world. It majorly offers its services in three segments which are Merchant Solutions, Banking Solutions, and Capital Market Solutions.

Fis was founded in 1968, Its headquarter is in Jacksonville, Florida, U.S. and have a presence in more than 50 countries. The Chairman & CEO of the company is Gary A. Norcross and President is Stephanie Ferris.

According to the FinTech Forward 2016 rankings, FIS came in second place. FIS became the biggest processing and payments company in the world after the completion of its most recent agreement to purchase Worldpay for $35 billion in Q3 of 2019.

Quick Stats

CEO Gary A. Norcross
CMO Ellyn Raftery
Area Served Worldwide
Industry FinTech
Market Revenue 13.88 billion USD (2021)
Tagline reliability begins – and never ends – with stability.


Marketing Strategy of FIS – 

Let’s know about the marketing strategy of FIS and how Fis is capturing the market with their campaign etc.

Segmentation, Targeting and Positioning 

Segmentation of Fis is like they are majorly in Investment banking and also provide consultancy regarding it. As we discussed that Fis is a FinTech company and it majorly deals with investment and consultancy. They consult companies that how they can invest profitably not only companies but also individuals get benefitted from this. 

As Fis is a FinTech organization its target audience is millennials from 15-45 years of age as they are the ones who know how to use FinTech and need financial services most.

Fis made its positioning by giving fast and online services in Financial Sector. As per some resources, Fis is the first company to adopt FinTech. It makes everyone realise that Financial work also can be done through online mode.

 Marketing Campaigns

  • ‘More Than’ Campaign

marketing strategy of fis - marketing campaign

FIS launched a highly targeted 1:Few account-based marketing (ABM) campaign in collaboration with B2B demand marketing agency Quarry with the goal of educating, reshaping perceptions, and cultivating relationships with senior decision-makers at 13 current top accounts, many of which include the largest businesses in the U.S. retail industry.

The resulting account-based plan heavily relied on account-targeted digital aircover in the form of customised targeted banner ads, customised targeted native ads, and paid social ads—all of which pointed back to a customised landing page powered by Marketo—with campaign goals focused on developing relationships and reputation. When a contact interacted with a touchpoint, automated notifications were set up to notify reps, allowing the rep to follow up properly.

Just over 3.5 million impressions and over 10,000 clicks were produced by this hyper-targeted campaign, all of which came from important decision-makers at top-priority accounts. Additionally, all ad units are beating industry benchmarks (some even more so! ), which we believe is a tribute to the effectiveness of such distinctive account-based personalisation.

At the ANA New York’s 2021 Global ACE Awards, “More Than” was named the winner of the “Best ABM Campaign” category.

Social Media Marketing

  • Facebook: 24K followers
  • Instagram: 5K followers
  • LinkedIn: 4L followers
  • Twitter: 25K followers

Fis is active on Social Media like Instagram, LinkedIn, Facebook and Twitter. It has Maximum followers on LinkedIn than on Twitter. 

SEO Strategies 

marketing strategy of fis - ubersuggest seo screenshot

Source – UberSuggest 

Here as per SEO ranking, It is clear that the number of keywords is amazing because it is more than 10,000. Organic keywords are like 119,510 which is also a good sign. We can see huge traffic footfalls per month like 235,872 which is great. As monthly traffic of more than 20K is amazing. Here we can easily state that the marketing team is doing wonderful work in SEO.

Influencer Marketing

Information is not available about the influencer marketing of FIS. FIS does not influencer marketing to promote its services to its target audience. But they should try and explore influencer marketing as it is one of the rapidly accepted marketing strategies which is used to gain people’s trust for the brand.

Ecommerce Strategies

Talking about eCommerce strategy then Fis global has its own website to serve its services. Each country has their own domain for this and Fis is doing wonders in the same. Having different domains for different countries makes it easy and convenient for the company as well as the customers of the specific location as they get customised options best for them.

Mobile Apps 

FIS has a mobile app available on Google Play Store as well as the app store FIS Mobile it has 3.7 ratings and 5T+ downloads.

Content Marketing Strategy

Fis is not active on all social media but its presence on LinkedIn is very high and the company’s posters and articles are always interesting and interactive for its audience. They are using good keywords to reach as many crowds as they can and it helps them to grow as a leading FinTech Company.

Here we are at the end of our detailed marketing strategy for FIS. Let’s Conclude it.

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What’s unique about the marketing strategy of FIS?

Fis is not doing grand marketing as it is a FinTech company but if we see at the SEO side then they are doing wonders we know SEO is the best organic way to reach out to more and more people so they are catering to the huge crowds by SEO.

Fis should carry out more marketing campaigns to connect with its customers and increase awareness among its target audience. Nowadays social media is one of the best ways to connect with your customers. Fis is not using social media, they can try and optimise their social media strategy.

Overall marketing strategy of FIS is good but there are still some places where there is room for improvement.

One of the key foundational elements of any organisation is marketing, which is currently undergoing fast transformation. Learning about the expanding sector of digital marketing is crucial given its growing relevance.

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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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