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Payments

Payments Marketing: Strategies for Growth in the Digital Payments Ecosystem (P102-004)


Description

 Course Objective

To equip marketing professionals in the payments industry with the knowledge, tools, and strategic frameworks to effectively market payment products and services, from card acquiring to digital wallets, across B2B and B2C segments.

Contact Us:: info@transactconnect.co.za Average Course Durat...: 48 Hours Time for Course Comp...: 30 Days

Content
  • Course Introduction
  • Introduction Video
  • Welcome Letter
  • Module 1 - The Payments Ecosystem and Its Marketing Implications
  • Module Learning Objectives
  • Module Key Terms Used
  • Understanding the Global and African Payments Ecosystem
  • Key Participants and Their Roles in the Value Chain
  • Merchant Catagories
  • Payment Method Overview
  • Regulation, Trust, and the Marketing Opportunity
  • Emerging Trends and Their Marketing Impact
  • Competitive Dynamics – Incumbents vs. Challengers
  • Positioning Your Organisation in the Payments Landscape
  • Summary Module 1
  • Assessment Module 1
  • Module 2 - Understanding the Payments Customer
  • Learning Objectives
  • Key Terms
  • Who Are the Customers?
  • Behavioural Economics in Payments Adoption
  • Key Motivations and Pain Points per Segment
  • Building Personas for Payment Product Users
  • Summary Module 2
  • Assessment Module 2
  • Module 3 - Product Positioning in Payments
  • Learning Objectives
  • Key Terms
  • Why Positioning Matters in Payments
  • Translating Competitive Dynamics into Brand Positioning
  • The Anatomy of a Payment Product Value Proposition
  • Crafting Your Distinct Place and Promise
  • Aligning Every Touchpoint to Your Positioning
  • Revisiting and Evolving Your Positioning
  • Summary Module 3
  • Assessment Module 3
  • Module 4 - Go-to-Market Strategy and Launch Planning
  • Learning Objectives
  • Key Terms
  • Mapping Product–Market Fit in the Payments Space
  • Pricing Strategies in Payments
  • Partner and Ecosystem Marketing: Banks, Fintechs, and Merchants
  • Launch Playbook: Pre-Launch, Launch, and Growth Phases
  • Summary Module 4
  • Assessment Module 4
  • Module 5 - Digital Marketing for Payments
  • Learning Objectives
  • Key Terms
  • Content and Storytelling in a Regulated Industry
  • Paid Media, SEO, and Performance Marketing for Fintechs:
  • Social Media Strategies for Thought Leadership
  • Building funnels for merchant sign-ups and app adoption
  • Summary Module 5
  • Assessment Module 5
  • Module 6 - Data, Insights, and Campaign Optimisation
  • Learning Objectives
  • Key Terms
  • Understanding the Metrics That Drive Payments Growth:
  • Attribution in Multi-Touch Payments Journeys
  • Using Analytics Dashboards and Customer Data to Optimise Campaigns:
  • A/B Testing and Retention Loops
  • Summary Module 6
  • Assessment Module 6
  • Module 7 - Branding, Trust, and Reputation in Payments
  • Learning Objectives
  • Key Terms
  • Why Trust Is the Ultimate Marketing Currency in Payments
  • Crisis and Reputation Management
  • Storytelling Around Safety, Security, and Inclusion
  • Sustainability and ESG Messaging in the Fintech Era
  • Summary Module 7
  • Assessment Module 7
  • Module 8 - Industry Events, Partnerships, and Thought Leadership
  • Learning Objectives
  • Key Terms
  • Leveraging Industry Events
  • Building Brand Visibility
  • Partner Marketing and Co-Branded Campaigns
  • Community Building and Advocacy in Payments
  • Summary Module 8
  • Assessment Module 8
  • Course Evaluation
  • Course Evaluation
Completion rules
  • All units must be completed
  • Leads to a certificate with a duration: Forever
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