By Emeka Aginam

Latest study by the Africa’s largest Digital media company, Terragon Group, has highlighted digital insights in the Nigerian banking industry.

The research report is one in many provided over the years by Terragon Group as part of its contribution to providing necessary insights in the local ecosystem.

It would be recalled that in the second quarter of 2015, the company had provided insights as to the current state of eCommerce in Nigeria.

According to the research study, GTBank, First Bank, were among the top ten commercial banks among in Nigeria.

The research, which was based on analysis carried out for a period of three months, focuses on key activities carried out by the banks utilizing digital media, their innovations and what impact these activities have on their overall business achievements.

However, the report concentrated on elements of their presence online, providing insights on Website Traffic, Search Engine Optimization, Bounce rate, Web mentions, Social Media Assets, Mobile speed and User experience.

The report findings saw Guaranty Trust Bank (GTBank), Zenith Bank and First Bank as leading pack for the website country ranking. The websites of GTBank and Fidelity Bank were judged to be the most engaging.

This analysis, according to Terragon has made it clear that the banks are aware of the intrinsic benefits of digital marketing and the ways in which they have latched on.

However, one key point the report pointed out was the need for e strategy and engagement to be made by these financial institutions to ensure that their customers have a seamless experience.

The Head of Strategy and Research, Terragon Group, Juno Kurian, while speaking on the report stated that the digital media offers an endless array of ways through which banks can attract new customers, engage existing customers and sustain their relevance in the ever evolving digital space.

“As digital and mobile penetration continuously grows in Nigeria, strengthening online presence and throwing huge weight behind Digital Marketing is no longer optional, it is an imperative. To be visible to customers who are increasingly residing in the digital world, to gain their mindshare and to provide a superior customer experience, banking and financial institutions need to invest in fine-tuning their digital strategy,” she said