In-Depth Marketing Strategy of Intesa Sanpaolo – With Detailed Explanation

Updated on: Oct 18, 2022
marketing strategy of intesa sanpaolo - 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 our previous article, we learnt in detail about the marketing strategy of a similar and really fascinating brand DBS. In this article, we are going to elaborate on the marketing strategy of Intesa Sanpaolo an Italian international banking group – Italy’s largest bank.

Through this blog, we hope you gain some fresh insights into the marketing aspect of the international banking industry and specifically the Italian giant – Intesa Sanpaolo. Intesa Sanpaolo’s persistent initiative to market its services across the world through content and digital marketing has been one of its most successful marketing avenues.

If you want to gain an in-depth understanding of digital marketing then IIDE’s Free Live Masterclass on Digital marketing 101 is the best course for you!

This blog extensively covers the marketing strategy of Intesa Sanpaolo. To start with, below are some key facts about the Italian Bank that will help you understand the nitty-gritty of their marketing strategy better.

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About Intesa Sanpaolo – Company Overview

Marketing strategy of intesa sanpaolo - logoSource – Ellen MacArthur Foundation

Intesa Sanpaolo was formed in 2007 through a merger between Sanpaolo IMI and Banca Intesa. Founded by Gian Marie Gros-Pietro (Chairman) and Carlo Messina (CEO) in Turin, Italy. The logo of Intesa Sanpaolo is a symbol of permanence and stability and represents a perfect union of the two banks that led to the merger.

Symbolising a strong and harmonious union that led to Intesa Sanpaolo ranking as Italy’s largest bank in terms of total assets and the 27th largest bank in the world. As one of the top banks in Europe, Intesa Sanpaolo also has a great commitment to its social impact, environment, social and governance aspects (ESG)

Intesa Sanpaolo operates 1000 branches in 12 countries, throughout the Middle East, Central Eastern Europe and North African regions – a total of 25 countries. Operating a private banking division, international subsidiary bank division, asset management, and insurance division, Intesa Sanpaolo serves a total of 13.5 million customers worldwide with a market share of more than 12% in most of Europe.

Quick Stats:

CEO Carlo Messina
CMO Iva Rubes
Area Served 25 countries
Industry Banking
Revenue $20.326 Billion (as of 2021)
Vision To foster sustainable development in favour of the environment, the younger generations and inclusive society.


Marketing Strategy of Intesa Sanpaolo – 

We are now going to look at the various marketing strategies that Intesa Sanpaolo has implemented over the years. We will explore their social media campaigns, content marketing strategies, segmentation, targeting and positioning methods below.

Segmentation, Targeting and Positioning 

In the dynamic and fast-paced financial industry, segmenting the market has become an increasingly important aspect of any marketing plan. Intesa Sanpaolo has segmented its market into 2; B2B and B2C markets.

Offering its financial services to both segments of the market, Intesa Sanpaolo has built a large consumer base for the firm.

Typical customers of Intesa Sanpaolo range from small and medium-sized firms, corporate customers, private customers, and social and non-profit organisations.

This is known as the target market, Intesa Sanpaolo targets all its marketing and sales efforts predominantly towards those categories of customers.

The positioning of a brand helps create an image of the brand in the customer’s mind, Intesa Sanpaolo has successfully positioned itself as a bank that is actively contributing towards sustainable growth and development of the economy which helps customers view the Italian giant as an altruistic firm.

Marketing Campaigns

Marketing strategy of intesa sanpaolo - marketing campaign

Intesa Sanpaolo makes great use of its podcast program called Global Insights and Inspiration from Intesa Sanpaolo. Podcasts that truly communicated the brand values of the bank to their customers, this has provided Intesa Sanpaolo with an opportunity to connect and build strong relationships with its customer base.

marketing strategy of intesa sanpaolo - marketing campaign

The bank also runs “Asky Playmate” which is known as the Intesa Sanpaolo Reward App. This promotional initiative allows customers to enter and win rewards on a weekly basis. Rewards range from gift cards, apple watches and electric scooters. This type of promotional activity keeps customers interested in the brand and attracts potential customers as well.

marketing strategy of intesa sanpaolo - marketing campaign

Intesa Sanpaolo has also furthered its sustainability initiative through the campaign “ RI-PARTY-AMO” which aimed to safeguard the environment and bring people together to support this through the Jova Beach Party 2022. Despite having successfully gathered people, the critics questioned this marketing initiative and instead pointed out that it was harmful to the environment. 

Social Media Marketing

The firm uses this social media platform to promote and provide details about its various financial services and carries out contests that allow followers to enter and win gift prizes.

  • Facebook – 1.9 million followers
  • Linkedin – 400,000 followers
  • Instagram – 57,000 followers

SEO strategies

Marketing strategy of intesa sanpaolo - ubersuggest screenshot

Source – UberSuggest

Intesa Sanpaolo has an approximate 84.5 organic keyword count. According to SEO ranking keywords below 500 are usually considered bad and require massive improvement. In this case, it is evident that Intesa Sanpaolo should reconsider its SEO strategy in terms of organic keywords.

In relation to the organic monthly traffic, Intesa Sanpaolo is seen to be doing well with 2,120,242 traffic. Under SEO standards any number above 20,000 reflects positively on the firm’s SEO efforts.

Influencer Marketing

The Italian Bank has had a famous Italian novelist, essayist and historian on their podcast program to discuss the dynamics and changes in the financial industry over time.

E-commerce strategies

As digital banking becomes more prevalent and efficient, banks like Intesa Sanpaolo have also adopted different aspects of digital banking that set them apart from other traditional banks.

The Italian bank has implemented mobile banking that ensures a secure and flexible banking experience. This convenient service allows customers to manage their funds and access them 24/7.

Intesa Sanpaolo has kept up with the growing trend of online shopping through its E-commerce strategy. The bank ensures that small businesses are able to carry out sales transactions with minimal expenses.

Mobile App

Intesa Sanpaolo has the leading banking app in Europe which has been recognized by Forrester Research for its efficiency and user experience.

The app allows users to control payments of loans and mortgages while ensuring maximum safety for transactions. It has also been designed in a way that provides customers with visual impairments can access it with ease.

The app features digital tools that allow the user to identify where their card was used (specific geographic area) and access a detailed status of activity for the last 6 months.

Additionally, it shows the scheduled payments and allows easy conversions of expenses into Excel sheets or PDFs which can be shared more conveniently.

Furthermore, the Intesa Sanpaolo mobile app can be used from the Apple Watch, this allows the customer to make contactless payments. Its additional features follow market trends giving the user advice and predictions of when investment decisions and strategies should be implemented. 

Content Marketing Strategies

As already mentioned before, Intesa Sanpaolo educates its customer base through its insightful podcasts that cover topics that revolve around finance, corporate social responsibility and the macroeconomic environment.

With a total of 85.6K subscribers, the firm also uses Youtube to create short video content that better explains its services.

The bank’s website also regularly publishes blogs that revolve around commercial awareness and sustainability projects.

This marks the end of Intesa Sanpaolo’s marketing strategy.  Having explained the details of their strategy we will now conclude our findings to give you a more condensed view of this Italian giant’s promotional strategy.

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‘Toppr’ – Through this article, we all come to know about the idea of its marketing strategy of it. It is an after-school learning platform that provides simple, comprehensive, and personalized learning to its user.

The main vision of Toppr is to shift from offline learning to online learning, also they emphasize the fact that every student is different so the way of understanding will be different so their doubt-solving features help students to ask their doubts without hesitation and get solve their doubt which makes ‘Toppr’ different from others.

As we all see through the SEO ranking of ‘Toppr’ is amazing because they are following all the essential components of digital marketing.

Now coming to the point of digital marketing, digital platforms use has increased so there is a need for it. If you are a person who is interested to learn about digital marketing can go through IIDE’s 4-month Digital Marketing Course.

Thank you for taking out time of your busy schedule and having an eye on our blog about the extensive marketing strategy of ‘Toppr’. If you want to learn about the marketing strategies of various brands then check out IIDE – Knowledge Portal for multiple case studies.  Kindly drop down your thoughts to encourage us to write more articles about marketing strategy.

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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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