Implemented a full-funnel strategy to drive conversions across multiple lines of business.
Trustmark Bank, a financial services company, was challenged to drive qualified leads in new branch locations while simultaneously growing existing locations. The brand was trying to balance a marketing strategy and budget across multiple lines of business including retail, mortgage, advantage, commercial insurance, personal insurance, wealth management and commercial banking. Each of these service lines had specific goals tied to them, and Trustmark required a partner that could create a streamlined strategy to ultimately solidify their existing footprint and expand growth markets across various service offerings.
KORTX was originally one of three partners working with Trustmark, but after continuously driving strong campaign results our team was selected as the brand’s sole integrated digital marketing partner. We started by incorporating Axon Audience Manager which was utilized to collect and analyze millions of Trustmark Bank data points. From this First-Party analysis, we were able to uncover interests and behaviors of the brand’s digital audience that they were previously unaware of. Instead of only targeting mortgage intenders for example, we confirmed that this audience was also interested in college sports and travel – which led to a more robust and successful audience targeting strategy.
With this First-Party data at our fingertips, we were then able to incorporate a full-funnel strategy across Display, Audio, Video and Connected TV. Our custom Captivate Rich Media unit was also part of the buy which included map functionality to drive users to new and existing branch locations Through KORTX’s local marketing program, we could accommodate the complexity of Trustmark’s campaign structure which allowed us to target a large number of specific locations with lower budgets.
As Trustmark’s integrated digital marketing partner, KORTX drove strong results across multiple conversion points. We took a complex advertising strategy and simplified it utilizing Axon Audience Manager which allowed us to uncover new audiences, drive leads to existing locations and drive awareness of new locations. Additionally, our tag management strategy provided Trustmark with a better understanding of its customer experience and highlighted opportunities for improvement both online and offline.
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