Consumer banking behaviour is strongly driven by brand attractiveness. "The common trends in consumer banking extend towards convenience, self-service and the digital realm. Digital banking has spread across the industry and other banks may make offers similar to our bank but we will continue to deliver, as consumers actively seek value from their banks," said Bernice Samuels, chief marketing officer FNB.
As an iconic and instantly recognisable brand, it was already entrenched in the South African market. This presented the bank with a unique opportunity to focus on enhancing the level of awareness and adopting new communication mediums that would enhance the brand connection with its customers on an emotional level.
The banking App, acquisition of Apple iPads and a range of smartphones and being the first bank to launch a 'dot' branch are the types of innovations that attract customers. "We had to deepen the sense of relationship that the South African banking customers experience with the bank. At a strategic level, this was achieved through closer integration of the various businesses, products and communication methods so that no matter which area customers dealt with, their positive perception of the greater brand would be enhanced."
Integrated social media further drives its presence within the market into the traditional communication mediums. "We have just over 94 000 Facebook fans, are the leaders on YouTube and have the biggest community on Twitter. The online medium is extremely versatile which allows us to engage and educate consumers.
"By pulling together both traditional and new media, we believe that we have succeeded in creating a platform, which has cemented our communication approach. This culminated in us demonstrating our commitment to deliver on our promise of always providing our customers with whatever help they may require," concludes Samuels.
