360° Marketing Strategy of Morgan Stanley – Detailed Explanation

Updated on: Sep 25, 2022
Marketing Strategy Of Morgan Stanley - Featured Image

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In our last post, we learnt about American Express Bank’s extensive marketing approach. In this blog, we will look through the marketing strategy of Morgan Stanley – in detail.

The goal is to provide you with insights into the marketing strategy of Morgan Stanley. How Morgan Stanley implements marketing strategy and conducts effective marketing initiatives.

Marketing is a component of a company’s DNA that may either make or ruin it. As more people go digital, marketing has followed them. If you’re interested in cutting-edge digital marketing, you should certainly check out IIDE’s Free MasterClass on Digital Marketing 101 taught by our CEO and Founder, Karan Shah.

In this article, we will go through the marketing strategy of Morgan Stanley – in detail. Before we get too far into it, let’s continue with the company’s story, target audience, and digital presence.

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About Morgan Stanley

Marketing Strategy Of Morgan Stanley - Morgan Stanley Logo

The original Morgan Stanley was founded on September 16, 1935, by J.P. Morgan & Co. partners Henry Sturgis Morgan, Harold Stanley, Dean G. Witter, Richard S. Reynolds, and others. The headquarters is located in Newyork city, US.

Morgan Stanley is a leading American multinational investment bank and financial services company. Morgan Stanely’s transition from being a small Wall Street partnership to becoming a global firm and one of the top best investment bank and financial services companies. As of now, Morgan Stanley is a successful company with offices in more than 42 countries and 60,000 employees.

The three business segments of Morgan Stanley are Institutional Securities, Wealth Management, and Investment Management with record net revenues of $25.9 billion in the fiscal year of 2020. Morgan Stanley helps people, businesses and institutions build, conserve and manage wealth so they can achieve their financial goals. 

Morgan Stanley has consistently delivered first-class service to its clients. Underpinning all that, they have five core values. Which is doing the right thing, putting clients first, leading with exceptional ideas, committing to diversity and inclusion, and giving back, this is what makes Morgan Stanley unique and successful.


Quick Stats on Morgan Stanley
CEO James P. Gorman
CMO Stephanie Glashow
Area Served International Service
Industry Global Financial Services
Market Share/ Revenue US$ 59.8 Billion (2021)
Vision To consistently deliver first-class business in a first-class way.
Tagline One client at a time


Marketing Strategy of Morgan Stanley

Let’s take a look at Morgan Stanley’s marketing plan! And how Morgan Stanley executes the marketing campaign

Segmentation, Targeting and Positioning

STP begins with Segmentation, which is the process by which firms divide their marketing into various groups based on variables such as those stated below.

  1. Institutional Securities
  2. Wealth Management
  3. Investment Management

Their clients are Corporations, Governments, Financial Institutions, small to medium size Business and Institutions, Insurance Companies, Third party sponsors and Corporations. 

Targeting is a marketing method that divides a broad market into smaller groups to concentrate on a specific segment of that market. Marketing uses psychographic factors to categorise lifestyle-related interests, behaviours, and views. Behavioural segmentation divides buyers into groups based on their attitudes, product knowledge, product usage, and other responses to a product. 

One should target something while keeping in mind what they want, what the market wants, and how the market utilises the goods and services. Brokerage and investment consulting Fixed-income securities trading activity, Services for financial and wealth management, Insurance and annuities, Credit and other forms of lending banking services for retirement plans are the company’s target market.

Positioning displays where your product and services stand in comparison to other firm products and services that are comparable to yours. Morgan Stanley has a good financial position, with 5 years of continuous earnings and profit reserves. Morgan Stanley seeks to deliver great long-term investment performance, service, and a full suite of investment management products to a diversified customer base that includes governments, institutions, organisations, and people globally.

Marketing Campaigns

Morgan Stanley’s advertising technique has evolved from traditional to advanced. One of the best interventions was to modify the traditional style of the website to a content-heavy website, as well as an overall remodel. Its “Capital Create Change” campaign has helped its clients bounce back from the recession.

Marketing Strategy of Morgan Stanley- Marketing Campaign 1      

It all begins with a vision to transform the world. Morgan Stanley works with existing firms, new enterprises, and governments to help them realise their ambitious ideas. Their knowledge, technology, and human skills assist their clients in managing money, achieving their objectives, and effecting good change.

Support for New York City’s street vendors is promoted by Morgan Stanley and Robin Hood.

Marketing Strategy of Morgan Stanley- Marketing Campaign 2

In collaboration with The Street Vendor Project, Morgan Stanley and Robin Hood today declared their intention to offer financial support to 2,000 street sellers around New York City. During COVID, street vendors reported losing between 70 and 90 per cent of their revenues, and many of them were turned down for aid. 

More than 2,000 NYC vendors will get up to $1,000 in financial assistance from this financing to close this gap and aid them with paying rent, covering utilities, and buying food. Robin Hood is contributing an extra $375,000 and will help with grant administration and cash distribution to reach the target group. Morgan Stanley has committed $2 million to this endeavour.

About 20,000 individuals work on New York City’s streets and sidewalks selling food and goods, the majority of whom are women of colour, veterans, and low-wage immigrants. Additionally, even though street vendors are predicted to contribute $293 million to the city’s economy, they are ineligible for government disaster assistance and unemployment insurance due to the informal nature of their labour or their illegal status.

Morgan Stanley recently launched an HIV prevention campaign with Save the Children

Marketing Strategy of Morgan Stanley- Marketing Campaign 3

The Morgan Stanley International Foundation today announced the beginning of a new collaboration with Save the Children to assist the organisation’s efforts to stop the spread of HIV from mother to child in South Africa.

The initiative will concentrate on Limpopo, one of South Africa’s poorest regions, where Save the Children will teach 200 home-based caregivers and 100 health professionals. They will get instruction in prenatal care, counselling, testing, and safe delivery. The idea might assist up to 325,000 kids and more than 250,000 expectant moms.

Chairman of Morgan Stanley Worldwide, stated that the company “has a long history of investing in children’s healthcare programmes.” “In South Africa, HIV accounts for 57 per cent of all child mortality and is the leading cause of death for children under the age of five. We are thrilled to be working with Save the Children to support this initiative, which will significantly improve the lives of many South African mothers and children.” The revolutionary programme will offer HIV testing for expectant moms, anti-HIV medication to help prevent mother-to-child transmission, and routine medical treatment to help kids live through their fifth birthday

Social Media Marketing

Morgan Stanley has been doing extensive marketing on social media sites such as Twitter, and LinkedIn to keep up with the changing times. Morgan Stanley is very active on social media networking platforms such as LinkedIn, Twitter, Instagram, YouTube, and others.

Social Media Handle          No.of followers

LinkedIn                                        2.2M

Instagram                                     292K

Twitter                                         654.7K

Youtube                                       22.6K

These are the social media platforms where they frequently update about corporate advancements and new projects.

SEO Strategies           

Marketing Strategy Of Morgan Stanley - SEO

According to SEO rankings, the number of keywords – below 500 is poor, over 1000 is acceptable, and 10,000+ is great. As we can see, www.morganstanley.com has 566751 organic keywords and is rated well. That implies Morgan Stanley’s digital marketing is gathering a lot of information.

Also, monthly traffic of above 20,000 visits per month is favourable. Consequently, we can observe that Morgan Stanley’s SEO techniques are working well and assisting them in reaching their goals.

Influencer Marketing

Morgan Stanley recently launched a new relationship with women’s tennis professional Leylah Fernandez to broaden the Morgan Stanley brand’s exposure to tennis fans worldwide. Fernandez will serve as a representative for Morgan Stanley and support the company’s charity endeavours. 

Morgan Stanley Forms Alliance with Cheyenne Woods Cheyenne Woods, an LPGA tour professional, has announced a new collaboration with Morgan Stanley. Woods will be a brand ambassador for Morgan Stanley, working alongside Justin Rose to support the firm’s giving back programmes, including the “Eagles for Impact” programme. They are thrilled to have Cheyenne on board as a brand ambassador for Morgan Stanley. Cheyenne is a fantastic golfer who also reflects many of our Firm’s basic principles. Her sportsmanship and devotion serve as an example to women, particularly minority women, who want to pursue a career in athletics.

E-Commerce Strategies

Morgan Stanley provides a way for users to log in and monitor their Stock Plan, Matrix, as well as other accounts. They might also explore investor and media relations. 

An iPad and iPhone research software was introduced by Morgan. The software, which really is accessible on the iPad and iPhone, permits institutional clients in any country to view its snipping research at their convenience. Morgan Stanley’s institutional clients can access reports from worldwide. 

Mobile Apps

Marketing Strategy Of Morgan Stanley - Mobile App

Morgan Stanley offers several mobile applications, including Morgan Stanley Research, Stock Plan Connect, Wealth Management, and Morgan Stanley Matrix Mobile. Each app provides a unique service where clients can have service from the company when they want. 

The Morgan Stanley Phone Application keeps all of your personal finances close at hand. Manage your accounts, have access to account information, deposit checks, move money around, and communicate with the Morgan Stanley crew from anywhere. And use many security layers when doing it online.

Content Marketing Strategies

Morgan Stanley uses Instagram and Facebook not only to promote their products but also to keep us up to speed on current events and the benefits of banking. They also share relevant postings on LinkedIn with their followers regarding their campaigns or new corporate changes. 

On several social media sites, including LinkedIn and Twitter, Morgan Stanley has been advertising its programmes. Campaigns including Who we are, Pride Month, Save the Children, and many others were pushed by Morgan Stanley. Morgan Stanley consistently produces audience-engaging content.

This ends with an elaborative marketing strategy of Morgan Stanley. Let us conclude our learning below from the marketing strategy of Morgan Stanley.

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Conclusion – What’s Unique in Morgan Stanley’s Marketing?

Morgan Stanley is expanding in the banking industry in emerging nations, the United States, and the worldwide market. Morgan Stanley’s marketing technique is gaining popularity all around the world. To promote brand recognition. To promote client contact, social networking applications are also deployed. 

They outperform the market competition by promoting their items with a socially significant concept. Overall, Morgan Stanley’s marketing strategy is strong, and they use cutting-edge marketing strategies. It uses digital marketing, the most recent marketing method, to offer online campaigns using social media sites like LinkedIn and Twitter.

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

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