M&S to push new bank with aggressive marketing

Posted on August 4, 2012


Having just recently launched their own bank, retail giant Marks and Spencer are set to embark on a huge marketing campaign to get the brand into the public eye.

As with all M&S marketing, the use of TV and billboard adverts is likely to be significant, but SEO and social media are also likely to be used.

Speaking about how the new M&S Bank will be promoted, the Marketing Director for the brand, Amanda Newman said it would be:

“distinctively M&S but different”

Mindful of the present public perception of the banking industry, the marketing is likely to focus on trust and assurance. With the importance of transparency also likely to be a big hook, M&S will hope their already significant public identity will attract many customers.

This certainly looks likely, with the first round of promotions targeting existing M&S Money customers. However, though direct marketing methods will be used here, SEO techniques will also be employed to ensure as many customers are picked up as possible.

It will be in the autumn of 2012 that the full on marketing will be seen though, which will coincide with the opening of new branches and the official launch of its current accounts. This segment of the campaign will see social media exploited to the full, with search engine optimisation focused on Twitter release and Facebook posts.

Recognising the importance of local marketing too, the M&S Bank brand will also tailor campaigns for individual branches, to best tap into geo sensitivities and solidify that public standing.

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