Marketing concept for a digital investing solution
The importance of technology in financial services has increased in the past years, and the availability of digital solutions is continuously expanding. The offering of investment products is affected by the digital transformation in the financial industry and the changing customer behaviour.
Sandra Peier, 2022
Bachelor Thesis, UBS Switzerland AG
Betreuende Dozierende: Yufan Jiang
Keywords: Digitalisation, investing, marketing
Based on the shifting consumer behaviour, a company of the Swiss financial industry has decided to extend their investment offering for retail customers with a mobile-only investing solution. The objective of this thesis is to evaluate the potential of this digital investing solution, and the development of a marketing concept for the product launch. The thesis’ major goal is to list the key characteristics of the product that should be highlighted in the marketing campaign and provide effective ways for interacting with the primary target audiences.
To analyse the market and the current offering of competitors in the field of digital investment solutions, a situation analyses was performed. With the objective to understand the needs of the main target group about digital investing, a quantitative survey with 84 participants was undertaken. Five interviews with selected (non-) clients were conducted to get a more in-depth understanding of customers’ perspective. A non-disclosure agreement made it possible to display the prototype to the interviewees and get their initial reactions about the product.
The main outcome of the survey and interviews was the value proposition of the product. It illustrated, that fully cost transparency, an easy-to-use and appealing app interface, the generation of adequate investment proposals and constant access to manage the portfolio are the main needs of customers. Moreover, the main target group expects to open an investment solution on their mobile phone without interaction to a client advisor. An awareness campaign using digital channels is recommended and the consideration of collaborating with influencers. Additionally, the importance of the branch and the support of client advisors should not be underestimated. The digital investing product has the potential to get access to new target groups, increase the market share of the bank and generate growth in the investment volume. Important aspects which need to be considered are the differentiation between the traditional and digital offering, the inclusion of the employees in this digital transformation process and the task of familiarizing the main target groups with the topic of investing.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: