By Intense Digital
The finance sector in Nigeria is known for its flashy branding—bold rebrands, high-budget ads, and celebrity endorsements. You see it in every new app launch and social media campaign. And yes, branding matters. It builds trust and visibility.
But here’s the truth: if your cost-per-acquisition is still high and churn won’t budge, then branding alone isn’t pulling its weight.
The Role of Brand Is Evolving
Modern marketers, especially in financial services, face a new challenge: how to drive growth while staying brand-consistent. It’s no longer just about how you look or sound; it’s about what your marketing achieves in real-time.
Consider how customers now open accounts, apply for loans, or explore investment options. It’s all happening digitally. They compare offers, read reviews, and make decisions on their timeline, often without ever stepping into a branch.
This is where performance-driven marketing must complement brand building.
We’ve seen smart banks run simultaneous campaigns: a feel-good TV spot to boost awareness and a targeted Google campaign that drives qualified leads to an A/B tested mobile onboarding page.
This level of orchestration doesn’t just happen. It results from strategic data use, which far too many institutions consider optional
What High-Performing Financial Brands Do Differently
Data is no longer a reporting tool; it’s a growth engine. The best brands are moving beyond vanity metrics to build intelligent campaigns that adapt to user behavior.
Here’s what that looks like in action: Read more here