Integrated Marketing Communication
For this week’s blog post, I will be writing about Nedbank. The Nedbank Group (the holding company) is a financial services group in South Africa offering wholesale and retail banking services as well as insurance, asset management, and wealth management. Nedbank Limited is a wholly-owned subsidiary of Nedbank Group (1). Nedbank’s primary market is South Africa.
For today, I will be focusing on the brand’s integrated marketing communication (IMC) from a digital perspective, as well as this brand links between emotion, response, and resonance.
According to Khensani Nobanda, group executive for Nedbank Group Marketing and Corporate Affairs, the bank’s purpose is as follows; to use its financial expertise for good by helping clients and communities to see money differently and give them the tools with which to manage it (2).
Nedbank has a decentralised marketing function, which makes complete sense considering the number of business units under the brand.
As a brand, the tone comes across as expert, but grounded and humble. The tone is always positive and professional. Across all creative elements, the CI colours are used consistently and the use of green is so noticeable — green of course inspires growth.
I had a look at the brand’s Facebook page and saw high customer engagement and following. The administration of the page is incredibly responsive to a message I sent.
The brand’s LinkedIn page is products and services focused of course, but I saw quite a significant element of talent focus. Testimonials from staff and sharing articles written by Nedbank thought leaders are easily found, and I think this platform is used to attract talent.
Twitter, I would imagine, is a vast task from a community management perspective. I found Nedbank posts regularly, more corporate and brand posts than product posts; it manages to maintain that tone of voice the brand is known for. Again, the administration of the page is responsive.
of shares, i.e. customers resonate with the brand material they experience on these digital platforms.
The brand understands that its customers want to grow, be better, and yes, see money differently. People, most likely at a sub-conscience level, acknowledge that their financial challenges are largely their responsibility. Financial literacy is devastatingly poor in South Africa, and Nedbank is one of those brands that actively help people see money differently.
Take a look at any of their social media pages and see how. From core-hitting copywriting and educational animated videos that the man on the street will resonate with, to webinars by Nedbank experts and aspirational partnership announcements, all digital elements I would consider successful.
Nedbank partners with numerous communications agencies and it’s clear there is an affinity and rhythm because all marketing efforts bring across one clear message: let us help you see money differently; we have the tools for your financial success.
It’s easy to understand why Nedbank customers have such loyal resonance with the brand. It’s easy for customers to identify the brand on digital platforms. It has created in the minds of its customers a positive brand image.
In order for customers to really make a positive judgment of the brand, Nedbank has created state-of-the-art digital access platforms such as its app, website, social media pages, and adverts that really demonstrate the tools, products, and services that will help people see money differently.
Customers know the banking products offered by Nedbank are world-class, innovative, and created with them in mind. This, in turn, creates an opportunity for the brand to evoke positive emotions from its customers, and ultimately brand equity.