Detailed Marketing Strategy of ING with Company Overview & STP Analysis

Updated on: Aug 14, 2022
Marketing Strategy Of ING - 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 learned about the SWOT analysis of ING. Today we are going to talk about the Digital Marketing Strategies of ING – Amsterdam’s Leading Private Bank.

The objective of this blog is to provide knowledge about the ING, from starting as a Scheduled Commercial Bank to becoming Amsterdam’s leading private bank. The mission of ING is to become a World-Class Amsterdam Bank.

Nowadays people are becoming more digitally dependent, from using net banking to UPIs. So if you want your company/website to be known, marketing plays a major role, especially digital marketing. If you are interested in digital marketing, check out Free Digital Marketing Masterclass with Certification by our CEO and Founder, Karan Shah.

In this blog, we will be learning about the entire marketing strategy of ING Bank, but before exploring it, let’s look into a bit of the history of how did ING Bank grow and become what it is today.

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About ING Bank – Company Overview 

The ING (International Netherlands Group) is a Dutch multinational banking and financial services corporation headquartered in Amsterdam. Its Chairman and CEO, Steven Van Rijswijk, currently has an approval rating of 66%. 

It is one of the world’s largest banks, consistently ranking among the top 30 largest banks worldwide. The International Netherlands Group was formed in 1991 by the combination of Dutch insurance company Nationale-Nederlanden and national postal bank NMB Postbank Group. 

Do you know what the lion stands for in their ING Logo? ING’s orange lion goes back to its Dutch roots. Netherlands’ national colour is Orange and the lion is the country’s national symbol.

Quick Stats on ING
CEO Steven van Rijswijk
Area Served Worldwide
Industry Financial Services
Market Share/ Revenue $18,511,795,200
Vision To give the most effective solutions to our customers in order to assist them in better managing their financial futures while also producing long-term value for all stakeholders.
Tagline Do your Thing


Marketing Strategy of ING

Segmentation, Targeting, and Positioning

The ING marketing strategy assists the brand/company in establishing a competitive market position and achieving its business goals and objectives.

It analyses the brand with the marketing mix framework of product, price, advertisements, and promotion. Providing clients with streamlined services

  1. Retail Banking
  2. Direct Banking
  3. Private Banking
  4. Wholesale Banking
  5. Investment Banking
  6. Commercial Banking
  7. Insurance Banking
  8. Asset Management

In this digital age, ING believes in promoting technology for financial needs and specifically targeting every segment of financial services.

Because it provides unique services to its consumers, ING is well-positioned in the market to meet their needs. It has been on a long journey to stay up with its competition.

“Do your thing” was the phrase that accompanied the brand positioning. By doing this, the bank breaks with the common perception of what a bank is like. The universe of people is not centred on money or finances. It is about having the choice to shape and fill your own life with whatever material you choose. 

Marketing Campaigns

‘Do your thing’

Marketing Strategy of ING - do your thing

ING has started 2020 with a new brand direction including the company’s first global tagline ‘do your thing.’

The purpose of this campaign is to empower people to stay a step ahead in life and business and is about encouraging people to do more of the things that move them.

The campaign will span the upcoming three years. These campaigns will include new brand elements like a new style of photography, a sound logo and always signing off with ‘do your thing’.

Using Animations

Marketing Strategy of ING - ING Direct

ING Direct, the insurance and mortgage brand, takes inspiration from a children’s book of fables in its new ad by Beattie McGuinness Bungay.

The new TV commercials include puppet animal characters who help people understand the difficulties they confront while dealing with banks, with the tagline “A decent way to do banking.”

Marketing Strategy of ING - Campaign 3

Use of Arts – the next Rembrandt by J Walter Thompson Amsterdam. It has improved the number of users due to the love for artistic images.

Use of Brand Name- A brand name is a company name or domain name that makes it easier for audiences and customers to distinguish one good or service from another. It is a trading name that was acquired arbitrarily and is now utilized in marketing, advertising, business, and selling in order to identify the product and preserve its brand equity. ING had strong brand recognition. Due to the name, it had a successful promotion.

SEO Strategies

Marketing Strategy of ING - SEO

According to SEO rankings, a low number of keywords (under 500) is considered terrible, a high number of keywords (over 1000) is considered good, and a high number of keywords (10,000+) is considered exceptional. As we can see, ING has 51,192 organic keywords, which is a fantastic number. That implies ING’s digital marketing is acquiring a lot of information.

Also, the monthly traffic is over 600,000+, which is considered incredible.

This demonstrates that ING is fuelled by a flawless SEO strategy as well as a willingness to put in the necessary effort to maintain the brand soaring in Google’s organic SERP rankings.

Social Media Marketing

On social media, ING is in fierce competition with other companies in its sector. ING has an overwhelming number of followers, engagement on posts and a great social media presence on Facebook, Twitter, Instagram, LinkedIn, etc in addition to its website.

ING can be found on Facebook, Linkedin, Twitter, and Youtube. ING is more active on Linkedin and most followed with over 416k followers. On Linkedin, their posts are informational, educational,  promotional, and product launches. Interviews and informational videos are posted on Youtube.

Influencer Marketing

ING has affected itself with the credibility of its services from the beginning. The social media page has a favourable effect on the company’s marketing. Influencers might be someone with a large number of followers on social media, celebrities, or the CEO of a firm. 

Sponsorship programs have influenced the awareness of ING.  
ING sponsors the Royal Belgian Football Federation.
ING in the Netherlands has been sponsoring the Royal Dutch Football Federation since 1996.
ING has sponsored the Rijksmuseum since 2005.
ING is the main sponsor of NBA basketballer Dirk Nowitzki, the German Basketball Federation, and the Wheelchair Basketball Section of the German Wheelchair Spirits association since 2003.

E-commerce Strategies

When talking about the E-commerce strategies of ING 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. 

Mobile Apps

Marketing Strategy of ING - Mobile App

The ING mobile app can be downloaded on iPhones, iPad, iPods Touch, Android mobile, and blackberry. You can easily complete the activation of your account on the mobile banking app.

It is designed to manage your online banking and it makes transfers between accounts, and payments of bills easy and simple.

Content Marketing Strategies

In a bid to help customers get better lives ING provides information, as well as motivational words and business insights to potential and current clients. 

ING made a credibility report through their blog & article writings. The website also has a newsroom, press releases and article section. We know you’ll be very much interested in their website, here’s the website link:

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

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Conclusion- What’s Unique in ING Marketing?

ING’s brand is very unique and has a beautiful marketing strategy. The use of the sponsorship program has really helped a lot in its awareness. You cannot be sponsoring big people and most associated sports and not being heard about. It has really worked out its marketing techniques well. 

The company has outperformed its competitors, thanks in large part to its outstanding marketing efforts in promoting the brand to its clients. Marketing is one of the most important cornerstones of every organisation, and it is now undergoing a fast transformation. With the growing importance of digital marketing, it’s critical to educate yourself on the subject.

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 ING 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 ING check out our IIDE Knowledge portal for more fascinating case studies.

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