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June 29, 2012updated 04 Apr 2017 1:05pm

Greenlight reveals latest 360 degree analysis of UK banks digital marketing strategy

The 12th edition of its Retail Banking report from digital marketing experts Greenlight Digital brings out a number of interesting statistics In April, loans-related terms accounted for more than 792,000 searches in the UK a depressing 17% of which related to the term payday loans.MoneySupermarket was the most visible website, achieving a 59% share of voice through ranking at position one for 81 keywords, including loan calculator.Tesco Bank attained a 32% share of visibility through ranking at position three for the high volume search term loans.Since the last Greenlight report in January, Santander saw its share of voice increase by 3% and it rose from ninth to sixth place in the table.Barclays (5th) was the only other High Street bank to feature in the top 10.Halifax (14th) and Lloyds TSB (15th) were the only other traditional retail banks to make the top 20.Greenlights report also drilled down to analyse which banks and financial services websites feature most prominently in the paid media space.An advertisers share of voice is based on: how often they were present on Google, which ad position they bid for and the associated search volume for the keywords they bid on.Greenlight scored advertisers across 120 keywords in AprilMoneySupermarket was the most visible advertiser, achieving a dominant 75% share of voice through bidding on 136 keywords, at an average ad position of three.HSBC attained a 26% share of visibility through bidding on 83 keywords, at an average ad position of three.The growing importance of social media is slowly being recognised by banks as part of their marketing strategy.Greenlight analysed 15 leading brands and measured their engagement by monitoring their fans and followers acrossvarious social media platforms, including Facebook, Twitter, LinkedIn and YouTube presences.Halifax was the most visible brand in Greenlights social media analysis, whileMoneySavingExpert had the largest number of people following its Twitter account (73,000).By

By Douglas Blakey

The 12th edition of the series of Retail Banking reports from digital marketing experts Greenlight Digital brings out a number of interesting statistics.

In April, loans-related terms accounted for more than 792,000 searches in the UK – a depressing 17% of which related to the term ‘payday loans’.

MoneySupermarket was the most visible website, achieving a 59% share of voice through ranking at position one for 81 keywords, including ‘loan calculator’.

Tesco Bank attained a 32% share of visibility through ranking at position three for the high volume search term ‘loans’.

Santander rises up the rankings

Since the last Greenlight report in January, Santander saw its share of voice increase by 3% and it rose from ninth to sixth place in the table.

Barclays (5th) was the only other High Street bank to feature in the top 10.

Halifax (14th) and Lloyds TSB (15th) were the only other traditional retail banks to make the top 20. Greenlight’s report also drilled down to analyse which banks and financial services websites feature most prominently in the paid media space.

An advertiser’s share of voice is based on: how often they were present on Google, which ad position they bid for and the associated search volume for the keywords they bid on.  Greenlight scored advertisers across 120 keywords in April.

MoneySupermarket most visible advertiser

MoneySupermarket was the most visible advertiser, achieving a dominant 75% share of voice through bidding on 136 keywords, at an average ad position of three.

HSBC attained a 26% share of visibility through bidding on 83 keywords, at an average ad position of three. 

The growing importance of social media is slowly being recognised by banks as part of their marketing strategy.

Greenlight analysed 15 leading brands and measured their engagement by monitoring their fans and followers across various social media platforms, including Facebook, Twitter, LinkedIn and YouTube presences.

Halifax was the most visible brand in Greenlight’s social media analysis, while  MoneySavingExpert had the largest number of people following its Twitter account (73,000).

By a distance, Santander had the largest number of people like its Facebook page (115,000).

Insurance sector report

A separate report from Greenlight profiled consumer online search behaviour in the insurance sector.In April, there were 1.6m insurance-related searches on Google UK compared to 1.9m in January.

Despite extreme weather conditions, home insurance witnessed the biggest dip – down 22% from January to 187,144 searches in April.

It was a similar story for car insurance. April’s search volumes fell by 11% on January’s 1.1m to 1.03m in April.

Travel insurance remained flat in April compared to January at around 482,000 searches.

Other key findings from Greenlight’s insurance report included:

  • Searches for car insurance-related keywords were the most popular, accounting for 61% of all insurance searches;
  • Queried 450,000 times and accounting for a 26% share of all insurance searches, the term ‘car insurance’ was the most popular;
  • MoneySupermarket was the most visible website in the natural search* listings, achieving an 89% share of voice;
  • GoCompare was the most visible advertiser in the paid media space with a 56% share of voice, and
  • Money Saving Expert ranked top of Greenlight’s social media league table.

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