In our previous article, we had learnt in detail about the SWOT analysis of KPMG. In this article, we are going to extensively analyze the marketing strategy of KPMG – a multinational professional services network.
In this blog, every nook and cranny of the marketing strategy of KPMG will be analyzed in a detailed manner with examples. This will be helpful to attain a better understanding of KPMG’s digital marketing strategy as well. We will also be analyzing the target audience and promotional strategies.
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Curious about the marketing strategy of KPMG International Limited? Read on to find out everything there is to know about KPMG’s extensive marketing strategy that has allowed the brand to grow into a global network of professional firms providing Audit, Tax, and Advisory services.
About KPMG – Company Overview
The 4 Founders of KPMG
The name “KPMG” stands for “Klynveld Peat Marwick Goerdeler”, each word representing the name of one of its 4 founding fathers – Piet Klynveld, William Barclay Peat, James Marwick and Reinhard Goerdeler – each one of them have a history of starting, working and leading at separate accounting firms even at a stage where accounting was not accepted as a profession.
The merger of Peat’s firm and Marwicks’ firm – Peat, Marwick, Mitchell & Co. – laid the foundation of KPMG. Various other mergers took place between the 1970s to 1980s and finally on January 1, 1987, one of the largest mergers in the history of accounting took place (PMI & KMG) and KPMG was formed.
KPMG has been recording breaks and growing rapidly. In the 1950s it was one of the first big 5s (now big 4) to publish reports and accounts and also the first one to create value charters. Currently, KPMG operates in 145 different countries and territories offering audit, tax and advisory services to its clients spread all across the globe.
|CEO||William B. Thomas|
|CMO||Lauren Wagner Boyman|
|Industry||Audit, Tax, and Advisory services|
|Market Share/ Revenue||32.12 billion USD in 2021|
|Vision||To make a difference today while making the world a better place for future generations.|
|Tagline||For Better. We do what matters.|
Marketing Strategy of KPMG
The marketing strategy of KPMG is a very extensive and detailed one. There, let us start with the introduction of the brand before we analyze it thoroughly.
Segmentation, Targeting, and Positioning
Their segmentation mostly appears to be based on location. They have established multiple branches throughout the world so that they can cater to their clients based on the laws and norms of the respective countries.
The target market of KPMG mainly consists of other corporate firms, which bring in huge amounts of revenue. The UK alone contributes to a huge chunk of the total revenue.
KPMG, as a firm, has positioned itself to be a global enterprise instead of just being limited to a particular region. This allows them to gain access to more clients all over the world, thereby increasing their revenue by a wide margin. They also claim to be inclusive and work toward sustainability.
Picture from the “Turn Around” campaign
This campaign featured three women from the KPMG Future Leaders Program, who had overcome obstacles and went on to gain success in their respective fields. It was a video ad campaign that consisted of three videos on the aforementioned three women.
The ads were repeatedly telecasted on NBC, MSNBC, CNBC, and Golf Channel, which made the campaign a sensational success. The campaign promoted the firm’s inclusive policies and progressive views on women, which reflected the firm in a good light among the public.
“Step Into Tomorrow”:
KPMG LLP’s 30th Annual Accounting & Financial Reporting Symposium was a video conference hosted by the US sector of KPMG between November 18-20 in the year of 2020, when the world shifted from offline to online due to the pandemic.
The symposium had various professional experts providing their views on several areas of finance, tax, and regulations. It was attended by people all over the world since it was a virtual event and it helped bring the firm under the universal radar with more engagement from the global population.
KPMG launched their new service named ‘Elevate’ with a worldwide online marketing campaign consisting of various forms of media such as YouTube videos, blogs, advertorials, etc.
There is also a dedicated website for the same with a detailed explanation of how the service works and ways to avail of the service.
This campaign across several social media platforms helped garner attention to the service on a global level and brought it under the corporate radar.
Social Media Marketing
KPMG can be found on several social media platforms such as YouTube, Facebook, Twitter, LinkedIn, etc. They also have a company blog which is regularly updated.
The firm has the most number of followers on LinkedIn. They are regularly active on every one of their social media handles, which denotes that they have a dedicated social media team.
The content on their social media handles is mostly informational and also consists of press releases. Their posts are based on press releases, product launches, surveys, and financial information.
The number of organic keywords on the company’s website is 10,15,963, which is amazing in terms of SEO. Their organic monthly traffic is 17,87,864, which refers to the number of people visiting the website every month on average. These metrics show that the firm is doing exceptionally well in the area of SEO strategies.
Although they have multiple blogs and awareness campaigns on influencer marketing, they don’t appear to have collaborated with any individual influencers to promote their brand through influencer marketing.
Users can avail of the services offered by KPMG from the services section on the firm’s official website. You also have the option of connecting with the members directly through email or LinkedIn. They offer various services namely Audit and Assurance, Tax & Legal, Advisory, and Private Enterprise.
To avail of their services under Private Enterprise, you will be asked to submit your company’s RFP, after which you will be contacted by KPMG with information about how they can help you. The website contains extensive details about the services offered, which makes it easier for prospective clients to understand and avail of the services. They also offer several courses on their website for students to purchase and avail.
KPMG has a total of 52 apps across iOS and Google Play. Some of the apps are available for both iPhones and Android but most of them are available only for iPhones while a few of them are available only for Android. There are different apps for different services and information offered by the firm. They also have some regional apps for particular countries based on the regional norms.
Content Marketing Strategies
The company blog is mostly informational in terms of content and also contains press releases. They post articles on announcements, acquisitions, mergers, events, surveys, and a portion of informational content in the area of finance consultancy. The content on their other social media handles such as Facebook, Twitter, Instagram, etc., are promotional ads to the content on their blog with links attached to the posts. They use social media to promote their blogs which brings attention to their website. This particular marketing strategy of KPMG is highly effective in procuring clients and users to their website.
This ends the elaborative marketing strategy of KPMG. Let us conclude our learning below from the marketing strategy of KPMG.
What’s Unique in KPMG’s Marketing?
While looking at the Marketing Strategy of KPMG, we see that they have functioning blogs along with updated accounts on every popular social media platform. This kind of marketing strategy of KPMG has allowed the company’s website to grow exponentially in terms of reach, page visits, and SEO. The marketing strategy of KPMG is working for them and their website is one of the top-ranked websites on Google. Google recognizes the website of KPMG to be a legitimate one and KPMG has grown into a successful international organization.
KPMG has incorporated digital marketing in a commendable way. Its marketing largely depends on digital platforms and through this case study, we can comprehend that there is a balance between organic and paid digital marketing campaigns for the company.
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 KPMG has given you a good insight into the company’s marketing strategies.
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