Ingribello Manuel 1009874 Digital Markeng 2015 24/11/2015
Individual Case: BBVA Compass
1. What is the role of oine and online advertising in acquiring checking
account customers for the bank?
About 5% of new customers acquired by BBVA Compass come from the online
channel, while the remaining through the o#ine channel.
Moreover, the average annual retention rate of the customers acquired online is
about 55% compared to a 65% retention rate for those acquired through the
o#ine one.
However, even if the online channel bring few customer compared to the o#ine
one, the net annual income from online customers is slightly higher than that
from o#ine ones.
2. Why did BBVA sign multiyear sponsorship deals with NBA and ESPN?
Do you agree with this decision?
The partnership with NBA enhances BBVA’s overall commitment to sports, in
order to identify the company with the values that guide this sport like passion,
teamwork, and fair play.
The partnership with ESPN can help BBVA to stay linked with its customers’
passions.
Increment the relation between BBVA and team sports, like basketball, soccer,
ecc. could help the company to develop a global brand identity and a mental
link in people minds when they see the BBVA logo between the bank and the
