Experian is planning to ramp up its search marketing strategy as its pushes into new consumer markets – including money comparison services – and has appointed digital agency Roast to the brief.
Roast has been charged with helping the data services company increase its organic rankings, drive qualified traffic and modify the website to cater for a more diverse audience.
Experian Consumer Services marketing director Louise Nickson said that as the firm ventures into new markets and targets different audiences it is aiming to have a “best in-class SEO” strategy.
She added: “Our business transformation relies on evolving how Google understands our brand; we are no longer a one product offering and I therefore see the appointment of ROAST as an important part of diversifying the perception consumers have of our brand.”
Roast managing director Gareth Own commented: “Our main focus is to ensure Experian is not only understood as a brand, but also has a deeper understanding of how its audience acts online to enable Experian to pre-empt their online journey.”
Last week Experian reported that global revenues and pre-tax profits both increased by 6% in the 12 months to the end of March.
Revenues for the company at $4.3bn (£3.30bn), up from $4.16bn (£3.19bn) a year ago. Profit before tax was $1.12bn (£860m), compared to $1.07bn (£820m) in 2016.
At the time, chief executive Brian Cassin said: “It has been a good year for Experian. We have made considerable progress strategically, operationally and financially. Over the next 12-18 months we will continue to innovate and are introducing a wave of new products to bring fresh thinking and new services to meet demand.”
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