With customers being inundated with an unprecedented amount of information and options, it is imperative that businesses implement strong digital marketing strategies in the current digital landscape.

The most recent report from Visa Consulting & Analytics, "Perfecting the art of being found online," offers four essential suggestions for financial institutions trying to improve their digital marketing tactics. These include guidance on navigating the digital terrain, honing an online presence, and maintaining competitiveness in the face of rapid technological advancement.

Create a model for full-funnel operations.

First off, according to Visa Consulting & Analytics, using a full-funnel sales strategy—which includes data-driven performance marketing techniques for bottom-funnel prospects and brand-building techniques for top-funnel clients—is the most efficient approach to reach new customers online.

According to the survey, FIs who increase their investments in full-funnel strategies experience a 52% increase in incremental sales.

According to Visa's analysis, FIs may concentrate more on areas that yield superior outcomes by implementing a data-driven approach. For this reason, a lot of businesses attempt to combine data-driven marketing with brand development. They achieve this by utilizing measures and connected channels, which makes a comprehensive digital marketing plan a reality.

FIs need a "integrated system that measures location-based tests, different types of media, and unit economics” in order to use this effectively, of course, as incremental performance and outcomes should be precisely measured in order to maximize profitability if investments are made toward a full-funnel sales strategy.

Increase awareness through natural channels
Second, the research from Visa emphasizes that financial institutions (FIs) must improve their online presence. They should give special attention to mobile search engine optimization (SEO) in light of Google's shift to a mobile-first SEO strategy.

Therefore, modern websites should be created with mobile devices in mind first, with desktop versions coming later. A few more chances for mobile optimization have to do with page performance (compressing pictures to make them load faster, for example). FIs should keep in mind that Google's primary goal is to create a smooth and seamless customer experience, which is why the algorithm is updated often, according to Visa.

It also mentions that FIs ought to think of structured data as acting as a barrier between an organization's website and a search engine, helping the latter comprehend the purpose of the website and increasing the likelihood that a FI's content will be highly ranked and appear richer in the search results.

With Google's Gen AI skills now able to automatically deliver content responses on the search engine results page (SERP), giving consumers answers without forcing them to go through to the website, Visa advises FIs to keep a look out for zero-click content as well.

Increase exposure in digital advertisements and sponsored search
Digital advertisements and paid search are also growing in popularity as options for companies and enterprises globally. For the entire year 2023, Alphabet Inc.'s paid search sales increased by 12.7%, maintaining its position as Google's main revenue stream.

But as Visa's study makes clear, search engines are changing how they choose and present adverts, and financial institutions (FIs) need adjust their strategies accordingly to achieve these goals.

Google's Performance Max and other AI-enabled technologies, according to Visa, can enhance keyword-based search efforts. "It optimizes performance in real-time using smart bidding to help drive performance on specified conversion goals."

It is essential to prioritize keywords as well, as click-through rates, page relevancy, and ad relevance to keywords all influence quality ratings.

According to Visa, "search engine marketing (SEM) and SEO require an integrated organizational approach to keywords."

This year, FIs should focus on developing first-party data gathering capabilities, expanding the acquisition of second-party data, and experimenting with contextual and interest-based targeting, as Google is anticipated to remove third-party cookies from its Chrome browser as well.

Increase awareness through affiliates and partners

Finally, Visa suggests that FIs increase their visibility through partners and affiliates, since embedded finance solutions are expected to gain traction.

Visa states that FIs have a variety of alternatives available to them, "ranging from light to deep strategic partnerships."

"They should start by focusing on strengthening their relationships with merchants and figuring out the best way to include product distribution and sales into digital experiences. Strong activation and usage programs can also strengthen these alliances in order to achieve card-on-file and top-of-wallet status.

Google: An update on SEO

With the release of Google's most recent Helpful Content upgrade (HCU) and its core algorithmic upgrade, which concluded in late April 2024, brand search, internal linking, and content pillars have become the most important SEO factors to take into account.

This comprises the material that is made available on Google's search engine in terms of experience, expertise, authoritativeness, and trustworthiness (EEAT), with high-quality information now receiving significant preference.

This action is a result of Google's ongoing efforts to find a solution for spam-related manipulation techniques and low-quality material.

Technology Magazine examined how Google has changed over the past 25 years—from being a pioneer in search to producing ground-breaking artificial intelligence—last year.