Digital Marketing Strategies in a Neo bank: Implementation of SEO & Sentiment Analysis

Abstract

In the financial sector it is crucial to have a good SEO strategy due to the highly competitive nature and sensitivity of the information handled. In addition to providing brand visibility, it generates trust and credibility, capturing quality leads and positioning the brand as an expert in the sector, thus building long-lasting relationships with customers. This Internship Report provides an overview of the strategies and techniques used to improve the SEO and Social Media statistics of MyInvestor, a Spanish digital banking company. The Internship took place in the Digital Marketing Department, between the dates September 5 2022, and July 31 2023. The objective of the internship was to apply the knowledge learned in the first year of the master's degree, specifically, to perform an SEO and Sentiment Analysis audit to establish in order to create a marketing strategy. This work has significant implications for the neo banking sector. By conducting a competitive analysis of companies operating in the Spanish digital banking market, strengths and weaknesses are identified in terms of web content, user experience, products and social media campaigns. In addition, collaboration with influencers is highlighted as a strategy to increase brand visibility and reach in the Spanish market. An analysis of online coverage, online sentiment, online engagement is also performed to understand public opinion about the brand and find new influencers. These strategies and techniques applied in the work aim to improve search engine rankings and increase brand visibility in the neobank sector. In conclusion, this work contributes to strengthen the company's presence and reputation in the neo banks market in Spain.