Display advertising involved purchasing advertising space on websites Essay

3.Why did BBVA sign multiyear sponsorship deals with NBA and ESPN? Do you agree with this decision? To increase rat awareness. Yes, brand building is a long term process and needs continuous input.4.What are the discordant yards in the online acquisition process and how erect the bank improve this process?Paid reckonBuy key wordsad shows up with the key word- banner with promotional offer(ipod, 5% hard currency back, or $ vitamin C to $150 in money, under certain conditions)-link to official websiteOpen written report bring outBuy ad space in prospects website banner with promotional offer(ipod, 5% cash back, or $100 to $150 in cash, under certain conditions)-link to official websiteOpen accountHow they can doIncrease the people who see and click.Put more cypher onSimply step/information required for online application.5.What is the effective acquisition cost and lifetime value of nodes acquired by the online channel? BBVA acquired its customers through its branches, websi te, telephone and direct mail. About 80% of the new checking accounts had been set up through BBVAs branches, 15% through telephone and direct mail and 5% came from the on-line channel. BBVAs goal was to keep the customer acquisition cost below $200 per new account. The bank considered acquisition cost between $100 and $150 to be good and below $100 to be great.The online channel had the least acquisition cost of all on middling, the effective cost of these promotions was about $100 for each new online checking customer. In the banking industry, the average lifetime value of a new checking account, with expected life of five years, is approximately $800. However, the net annual income generated by online customers is slightly higher than returns from clients using the local branch (online customers have lower balances and therefore redress higher fees).6.What is the role of display and search advertize in acquiring new checking account customers? Is the 2010 advertising budget allocation between display and search appropriate?Paid search advertising entailed get keywords on Google, Yahoo, and Bing, the three major search engines. The largest portion of BBVAs paid search budget was allocated for Google, as it had the biggest share of search queries. Words purchased included generic keywords, such as consumer checking, checking account, and free checking account as well as branded keywords, including BBVA Compass and BBVA brand. Buys for these keywords were analyzed and tracked through the bid anxiety tool, which evaluated competitive prices, search volume and share of voice for each keyword. Media Contacts also sent weekly mathematical process reports with analysis and recommendations for campaign optimization.