Key Takeaway

• On its website, Visa deploys various messaging types in marketing the solutions under the next-generation commerce solutions category - as seen in the following product pages: Visa RTX, Visa Crypto Solutions, and Visa B2B Connect. They include functions, features, ethos, call-to-action, and quality.
• Mastercard Incorporated deploys various messaging types to market its product offerings across its business categories: small and medium businesses, large enterprises, banks and credit unions, and the public sector. These messaging types include ethos, pathos, functions, quality, storytelling, and call-to-action.
• According to Fiserv's 2021 annual report, "the integration of its products and services creates a compelling value proposition for its clients by providing, among other things, new sources of revenue and opportunities to reduce their costs."

Introduction

Messaging Analysis

JP Morgan Chase & Co.

How the company is marketing products through messaging:

• As a holding company, JP Morgan Chase & Co. markets its products through its brands: J.P. Morgan and Chase. As such, the company focuses its messaging less on its products or brands but on general aspects of the organization, such as corporate impacts, corporate social responsibilities, diversity and inclusion, and investor relations, among others.
• On its website, the company deploys only a few types of messaging in describing its business and some of its services. They include ethos and call-to-action (CTA).
•  Ethos, in this context, involves a brand demonstrating its reputation, credibility, character, and authority in its messaging. On JP Morgan Chase & Co's website, an ethos-style messaging can be seen as the company flaunts its massive $2.6 trillion-worth asset under management (AUM), rich history that spans over 200 years, vast geographic footprint, and leadership position across its service range.
• Following this ethos messaging, a high-level overview of the services the company offers then follows to build awareness of the company's offerings since it doesn't offer these services directly, including brief overviews of the two brands through which it provides these services. These services are marketed to banks, prominent corporations, institutional investors, and governments.
• Lastly, JP Morgan Chase & Co deploys call-to-action messaging to direct audience and website visitors to 'learn more' about its brands and their offerings (products and services). The call-to-action links to the websites of its brands: J.P. Morgan and Chase.

Overall messaging sense:

• Because JP Morgan Chase & Co brags about its reputation and depth in an influencing manner as it highlights its services, the overall sense of the messaging is bold. However, since it does not market its products/services significantly, the overall feel could also be seen as deficient and generic.

Key value proposition:

• According to Cleverism, JP Morgan Chase and Co provides value to its customers in the following ways:
• Through its standing and reputation in the financial services market, "as it is one of the largest, most well-respected, and prestigious banking institutions in the world;"
• Through its international reach or depth, with operations in over 60 countries for a broad range of clients across the Americas, Asia, Africa, the Middle East, and Europe;
• Through the quality and reliability of its services, as it is reputed and has "a track record for providing high-quality, reliable products and services across its operating segments;"
• "The expertise of its personnel, with the company seeking out the best financial talent and employing experienced industry executives."

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• JP Morgan Chase and Co does not have multiple websites for different regions. It only has related websites that link to its brands and some of their country/language versions, such as Chase, JP Morgan, and Chase Canada, among others. Therefore, it has no different messaging/marketing strategy per region.

Visa Inc.

How the company is marketing products through messaging:

• Visa Inc., categorizes its products and services according to the solutions it offers to individuals, businesses, innovators, and 'everyone.' It further sub-categorizes the solutions under the business category into next-generation commerce, intelligence solutions, and expense management.
• On its website, Visa deploys various messaging types in marketing the solutions under the next-generation commerce solutions category - as seen in the following product pages: Visa RTX, Visa Crypto Solutions, and Visa B2B Connect. They include functions, features, ethos, call-to-action, and quality.
• Visa predominantly uses functions- and features-style messaging in marketing its next-generation commerce solutions to businesses. As highlighted, Visa robustly describes the functions/capabilities of these solutions, benefits, value proposition, as well as features, which in the marketing message, involves how the functions are implemented. These range from what each solution will deliver to the value/benefits to be gained by potential customers.
• Furthermore, as the company describes the functions and features of these next-generation commerce solutions, it also pitches their quality. For example, it describes its Visa RTX solution as follows: "Next-gen payments for next-gen economies." It followed up the message with a call-to-action that directs the 'impressed or engaged visitors' to 'contact them.' It also used the same style or combination for its Visa B2B Connect solution.
• Visa also deployed an ethos-style messaging in marketing its crypto solutions by priding itself as "a pioneer in global payments and a leading payment network with 65+ crypto wallet partners."
• In addition to functions, features, call-to-action, and quality, Visa uses other messaging styles including storytelling, nudge, and positioning in marketing its intelligence solutions, which include Visa Analytics Platform, Visa Intelligent Security Solutions, Visa Tokenization, Visa DPS, and Visa Consulting & Analytics.
• Visa brought in the storytelling-style messaging by including featured several customer (success) stories and case studies to market the Visa Analytics Platform and Visa Consulting & Analytics solutions. As part of the storytelling, it highlighted quotes from key users about how the benefits gained and the success derived from using the product.
• These stories may also create a 'nudge' impact by gently underscoring why customers should use the product to allow them to develop a conclusion for themselves.
• Logos involves an appeal to logic, especially through the use of numbers to back up marketing 'claims'. Visa used this messaging style to market its DPS solution by arguing that "programs processed by Visa DPS perform better than those processed elsewhere. And greater than 50% of Visa US Debit is processed by DPS." It also positions Visa as a superior company to its competitors.
• Similarly, Visa also heavily relied on functions, features, and call-to-action to market its expense management solutions, including Visa Commercial Preferred Solution, Payables Automation, Visa Straight Through Invoice Processing, Commercial + Government cards, Visa Small Business card, and Visa Spend Clarity.
• However, it also used a new type of messaging called objection handling. "This involves addressing customer concerns to close a sale." This was demonstrated in marketing the Commercial Preferred Solution and the Visa Spend Clarity where the company highlighted the common challenges these solutions address for businesses.

Overall messaging sense:

• Because Visa utilized a wide range of messaging types, especially functions, features, ethos, logic, and others, in marketing its products to businesses and governments, the overall sense of the messaging feels bold, direct, robust, and elaborate.

Key value proposition:

• According to Visa's 2021 annual reports, "the highlighted fundamental value proposition are security, convenience, speed, and reliability as well as the number of credentials and its acceptance footprint. In addition, it understands the needs of the individual markets in which it operates and partners with local financial institutions, merchants, fintech, governments, NGOs, and business organizations to provide tailored and innovative solutions." (Page 15)
• According to Cleverism, "Visa offers three primary value propositions: convenience, accessibility, and brand/status."

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Visa offers regional/country-specific versions of its website, such as the UK, Nigeria, and UAE, among others. However, while there are slight changes with product offerings across these locations, the messaging and messaging styles are the same.

PayPal Holdings Inc.

How the company is marketing products through messaging:

• Similar to JP Morgan Chase & Co., PayPal Holdings Inc., is a holding company that only markets its products through its brands, including the following B2B brand products: Braintree, Chargehounds, Happy Returns, Honey, Hyperwallet, Paidy, Simility, and Zettle. As such, it focuses more on the generic content pertaining to the company, such as corporate impact, and corporate information, among others.
• On its website, PayPal Holdings Inc., uses the following messaging types to market its brand products: functions, call-to-action, pathos, and quality.
• The functions-type messaging involves brief descriptions of each brand, including what customers will gain or accomplish from using any of the brand products in its portfolio.
• It follows each of these messages with a call-to-action that directs website visitors to 'learn more' about the brand they want to engage or interact with.
• PayPal also pitches the quality of its brands while appealing to the emotions of visitors (pathos), as seen in the following messaging: "Learn about our family of brands helping consumers and merchants around the world connect and transact in new and powerful ways."

Overall messaging sense:

• Because PayPal holdings significantly uses functions-type messaging, with subtle infusions of pathos, as it highlights its brand products, the overall sense of the messaging could be seen as 'tender' or 'not so bold'. However, since it does not market its products/services significantly, the overall feel could also be seen as deficient and generic.

Key value proposition:

• According to PayPal's 2021 annual report, "its (B2B) value proposition includes helping businesses of all sizes to grow and expand by providing global reach and powering all aspects of digital checkout." (Page 7)
• "Furthermore, its payments platform enables merchants to accept all types of online and offline payments, including those made with the PayPal and Venmo digital wallets, its consumer credit products, credit cards and debit cards, and other competitor digital wallets, as well as other popular local payment methods." (Page 7)
• "It also expanded its merchant value proposition to enable payment acceptance at the point of sale through its PayPal and Venmo digital wallets, quick response (QR) code-based solutions, and its Zettle point of sale solutions." (Page 7)

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• PayPal Holdings Inc. operates only one website. Therefore, it has no different messaging/marketing strategy per region.

Mastercard Incorporated

How the company is marketing products through messaging:

• Mastercard Incorporated deploys various messaging types to market its product offerings across its business categories: small and medium businesses, large enterprises, banks and credit unions, and the public sector. These messaging types include ethos, pathos, functions, quality, storytelling, and call-to-action.
•  Functions is the predominant type or style of messaging that Mastercard leverages to market its B2B products. This involves brief to detailed descriptions of the capabilities of each offering. Mastercard basically communicates these, along with qualitative descriptions, to demonstrate the value that can be delivered by this suite of products.
• Some of the thematic values that are consistently communicated in the messaging across its product pages are growth, security, convenience, speed, and scalability.
• Mastercard also significantly uses call-to-actions to keep visitors engaged. These are mostly used at the end of functions-style messaging blocks or ethos-style messaging blocks where the visitor is directed to either 'learn more' about the capabilities described or to contact them. For example, it uses the 'contact us' call-to-action after it positioned itself as being capable of driving growth for "global and regional companies of a larger scale."
• The payments brand also infuses the other types of messaging - i.e., ethos, pathos, and storytelling - to enhance its messaging.
• It uses ethos- or positioning-style messaging in demonstrating its credibility and reputation by making assertions such as being "a powerful partner for large enterprise," having "more than 50 years of payments experience", and being capable to process payments to over 100 countries, among others.
• It occasionally brings in pathos-type messaging to appeal to the emotions of website visitors by occasionally using themes and keywords that associate the brand with positive emotions, such as demonstrating its support for SMEs through the pandemic, partnering with different organizations to improve the lives of citizens, and "how it is making cities more livable," among others.
• Lastly, it uses storytelling to make information more compelling and relatable by highlighting case studies where visitors can gain a better understanding of the capabilities of its products and the value that can be derived.

Overall messaging sense:

• Because Mastercard significantly uses functions, call-to-actions, and ethos/positioning messaging types with infusions of pathos (appealing to emotion) and storytelling, the overall messaging sense of the company could be described as being balanced and direct.

Key value proposition:

• According to Mastercards' 2021 annual report, "the capabilities of its offerings enable it to partner with many participants in the broader payments ecosystem and provide choice, security, and services to improve the value it provides to its customers." (Page 21)
• "It also operates a multi-rail payments network that provides choice and flexibility for consumers and merchants. Through our unique and proprietary core global payments network, we switch (authorize, clear, and settle) payment transactions." (Page 6)
• Having additional payment capabilities that include automated clearing house (ACH) transactions, it's able to deliver integrated payment products and services while instilling trust and confidence through its range of value-added service offerings. (Page 6)

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Mastercard Incorporated offers regional/country-specific versions of its website, such as South East Asia, Europe, and Middle East Europe, among others. However, while there are slight changes with product offerings across these locations, the messaging and messaging styles are the same.

Fiserv Inc.

How the company is marketing products through messaging:

• On its homepage, Fiserv Inc uses functions-style messaging to simultaneously introduce its products (Carat, CardHub, Developer Studio, and Clover) by briefly summarizing what each of them does, their benefits, and/or their capabilities. It then follows up with a call-to-action that directs the website visitor to 'see' the product, which leads to the product page.
• On each product page, Fiserv leverages the following marketing messaging types: positioning, ethos, logos, storytelling, functions, features, nudge, and 'fear of missing out.'
• As expected, Fiserv mainly uses functions marketing messaging, alongside qualitative descriptions, to describe the capabilities and benefits of its products. For example, it describes its CardHub product on its website as follows: "CardHub from Fiserv is a next-generation digital experience that helps financial institutions drive card acquisition, usage, and growth through a single, unified platform."
• Occasionally, features and call-to-action marketing messaging are used to beef up the descriptions of the products. Features messaging describes how the capabilities of products are implemented, while the call-to-action is used to link additional information. For example, it used a 'contact us' call-to-action to follow up on this (features) messaging block: "Unlock revenue through innovation . Collaborate with our global and local experts to imagine and realize new customer experiences. Explore recent innovations in QSR, Grocery, Insurance, and Petro."
• Fiserv uses the positioning/ethos marketing messaging type to position itself as a credible and reputable leader in the payments space, as it positions and prides itself as "the world’s number one merchant acquirer, with the greatest selection of commerce solutions, and works with the largest global businesses."
• It followed the above messaging with a logos marketing messaging, which involves using logic and numbers to appeal to logic. It demonstrated this by highlighting its strong market penetration in terms of customers as follows: "70% of the largest corporate brands, 90% of the largest grocers, and 60% of the largest QSRs."
• There's another interesting instance where the company appealed to logic when it stated that digital wallet spending will grow by 83% by 2025. While it uses the numbers to argue why financial institutions should use its CardHub products, "it also creates a sense of popularity and urgency around the product to trigger a 'fear of missing out.'" It equally creates a nudge impact, where the message subtly stimulates visitors to develop their own conclusions on products.
• Lastly, the payment solutions provider also leverages storytelling through which it links to the success stories of major brands that have used its products and the positive results.

Overall messaging sense:

• Because Fiserv succinctly describes its products and how some of them are implemented, sets its positioning and reputation in the industry, as well as appeals to the logic of visitors to create nudge and 'fear of missing out,' the overall messaging sense could be described as been bold, direct, and tends to be forward-leaning.

Key value proposition:

• According to Fiserv's 2021 annual report, "the integration of its products and services creates a compelling value proposition for its clients by providing, among other things, new sources of revenue and opportunities to reduce their costs." (Page 31)
• Furthermore, its sizable and diverse client base, combined with its position as a leading provider of non-discretionary, recurring revenue-based products and services, gives it a solid foundation to deliver growth." (Page 31)

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Mastercard Incorporated offers regional/country-specific versions of its website, such as APAC, Europe, and LATAM, among others. Additionally, there are just slight differences in the way it uses messaging to market its products.
• On these regional websites, Fiserv mainly uses the functions, features, and ethos marketing messaging, with little-to-no use of other types found on the main (global) website, including call-to-action, pathos, logos, nudge, and fear of missing out, among others.

Stripe

How the company is marketing products through messaging:

• On its homepage, Stripe deploys various marketing messaging types to market its B2B products, including functions, ethos and positioning, and CTAs.
• On the homepage, it combines these elements or styles to communicate the overarching capabilities of its products, the value proposition of the products, and why customers should use the products. It follows some of these descriptions with CTAs to direct visitors to the sales team or to sign up. For example, in describing itself as a fully integrated suite of payments products, it followed with a CTA to enable customers to 'start up' with the payment product.
• It also supports this message above with ethos messaging, which involves the demonstration of a brand's reputation, credibility, and positioning as a brand that supports "millions of businesses of all sizes — from startups to large enterprises, through its software and APIs to accept payments, send payouts, and manage their businesses online."
• Across its product pages, it deploys similar messaging types, with more focus on functions and ethos or positioning, and CTA marketing messaging. Stripe extensively describes the capabilities of its products, emphasizes the value proposition, and why customers should use its products. It equally utilizes CTAs to direct visitors to the sales team, to start their product journeys, or to 'start up'.
• In arguing why customers should use its products, Stripe also uses positioning/ethos messaging, which involves the demonstration of its accomplishments, reputation, or position in the industry. For example, in asserting that its invoicing product processes payments faster, it brags that "70% of Stripe invoices are paid within 24 hours."

Overall messaging sense:

• Because Stripe extensively describes its products capabilities, value proposition, as well as passionately asserts why customers should use its products, the overall sense of the marketing message could be described as being direct and forward.

Key value proposition:

• According to Cleverism, "Stripe offers three primary value propositions: price, accessibility, and convenience.
• "It charges a flat rate for all transactions from accounts that do less than $1 million in volume a year, does not include add-on fees, as well as other cost-effective offerings. Therefore, the feature saves customers lots of money in the long run."
• "The company’s service is widely accessible, as there are multiple websites that allow customers to accept and manage payments with Stripe. Also, it supports over 135 currencies and payment methods, such as Android Pay, Apple Pay, Alipay, Amex Express Checkout, and Bitcoin."
• Lastly, the company offers many features that make the site highly convenient to use, such as enabling quick account setups for merchants, quicker API integrations, customizable design payment forms, and the easy migration of consumers' credit cards, among others.

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Stripe offers different versions of its website for the UK and other locations. However, they are no differences in marketing messaging.

Intuit Inc.

How the company is marketing products through messaging:

• Intuit Inc markets its products on its homepage and individual product pages. On its homepage, the company briefly describes some of its products, including their capabilities and value proposition, along with occasional ethos- or positioning-type messaging where it showcases its reputation and depth. For example, Intuit describes its Mailchimp products as follows: "With our AI-powered email, marketing automation, online stores, expert guidance, and more, Mailchimp’s all-in-one marketing and commerce platform empowers the success of 13+ million customers worldwide."
• It also follows these descriptions with a CTA, which directs customers to 'get started', 'sign up for free,' or 'learn more' about the described product.
• Intuit's B2B offerings include Quickbooks, Quickbooks Online, Checks and Tax Forms, Quickbooks Payroll, Quickbooks Payments, Quickbooks Time, and Mailchimp.
• The payment solutions company uses similar messaging types to market these products on its websites. They include functions, CTA, choice architecture, price, storytelling, offers, and logos.
• The main messaging types are the functions and CTA. The company, leveraging functions messaging, provides the details of each product and then, follows up with different CTAs, such as 'see plans and pricing,' 'buy now and save,' among others.
• It extensively uses a combination of choice architecture, price, and offers to market these products. Choice architecture involves the organization of marketing messages to highlight the best deals, as seen on the Quickbooks product page. Price and offer messages are centered on offering discounts and free trials, respectively. Examples include the Quickbooks pricing and the Quickbooks Online free trial offer.
• It also uses logic (logos messaging) to appeal to customers, as demonstrated by this statement: "Get time tracking with over 75,000 five-star reviews and save an average of 4% on payroll costs." The statement could also be seen as a price messaging because of discount offerings.
• It also included storytelling by featuring quotes from customers that found success in using its products. For example, according to Ryan Baxter, owner of Modern Auto, "Processing payroll used to take around an hour and a half to 2 hours. Now, it’s about 20 minutes."

Overall messaging sense:

• Because Intuit described its products in detail with CTAs, while also including various messages related to pricing, offers, and promotions, the overall sense of the messaging can be described as being balanced.

Key value proposition:

• "Intuit is the global technology platform that helps consumers and small businesses overcome their most important financial challenges."
• "Serving more than 100 million customers worldwide with TurboTax, QuickBooks, Mint, Credit Karma, and Mailchimp, Intuit helps put more money in consumers’ and small businesses’ pockets, saving them time by eliminating work, and ensuring they have confidence in every financial decision they make."
• "Intuit identifies patterns in its customers’ data to help them find new insights that save more money in their pocket or more time in their day. It applies data-driven automation to remove the drudgery out of common financial tasks while pioneering different methodologies in predictive intelligence."

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Intuit only has website versions for Canada and India. However, they are no differences in marketing messaging.

Global Payments Inc.

How the company is marketing products through messaging:

• On its homepage, Global Payments Inc. starts to market its product solutions with a summary of its solutions, where it describes its offerings as a comprehensive commerce platform. It then goes on to list the solutions that connect every aspect of commerce. It also uses ethos messaging, where it describes its reputation and capacity to accept 140 payment types across every channel and support over 160 cards.
• Across its product/solution portfolios - payment acceptance, business solutions, industries, and card issuing. Global Payments uses the same combination of marketing messaging across these pages. It deploys the following types of marketing messaging: functions and quality, ethos and positioning, call-to-action, and storytelling.
• The predominant type of messaging used is functions and quality. This involves detailed descriptions of what the solutions do, their qualities, capabilities, value proposition, and why the customers should use the products. It also introduces and highlights the capabilities of products in each solution. For example, it describes the value proposition of the payment solutions as follows: "A complete commerce experience, through a simple API. Optimized for today—ready for tomorrow. Whatever your scale, needs, and ambitions."
• Global Payments also infuses other messaging types to augment the core messaging. It positions and brags as a brand that is "trusted by over four million companies, 1,300 financial institutions, and 4,000 tech partners in 100+ verticals." In another example, it positions itself as "a brand that is trusted by millions of customers, large and small, across hundreds of industries."
• Additionally, it frequently deploys call-to-action to direct visitors to specific products, to learn more about a product's capabilities/features, or to link them to sales. One example can be seen on the issuing solutions page, as the CTA directs customers to 'discover the solution.'
• Lastly, Global Payments uses features storytelling messages, which involve and narrate the success stories of some customers that have leveraged the solutions to derive value, address their challenges, or meet their goals. For example, according to Mark Forton, Mobility Services Director at Volkswagen, "They (Global Payments) have provided a professional service and have met our needs quickly and efficiently, and we are very happy with the quality of their products and services."

Overall messaging sense:

• Because Global Payments focuses on elaborating the capabilities, advantages, and value propositions of its products, follows up with multiple call-to-actions, and then, demonstrates its position and depth in the industry, the overall messaging sense of the company could be described as being bold and direct.

Key value proposition:

• According to Global Payments 2021 annual report, "its value proposition is to provide distinctive high-quality, responsive, and secure services to all of our customers." (Page 6)
• "Furthermore, it distributes its merchant solutions services globally through multiple technology-enabled and relationship-led distribution channels and target customers in many vertical markets located throughout North America, Europe, Asia-Pacific, and Latin America." (Page 6)
• On its website, "it asserts that its innovations and expertise drive growth for millions of companies—from ambitious startups to financial institutions and global enterprises."

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• Global Payments offers regional/country-specific versions of its website, such as the UK and APAC, among others. However, the messaging and messaging styles are the same.

ACI Worldwide Inc.

How the company is marketing products through messaging:

• ACI Worldwide Inc.  begins product marketing using messaging on its homepage. It starts by boldly communicating the value propositions of each solutions category and immediately follows up with a call-to-action messaging to 'contact sales.'
• It continues by using functions marketing messaging to elaborate on the capabilities of each product category: banking, merchants, and Bill Pay. It uses high-level descriptive phrases to define the capabilities of each solution category and prides, along with ethos-type marketing messaging where it demonstrates its level of market penetration.
• Such ethos messaging examples include statements that show that its banking solutions serve 19 of the top 20 banks globally, its merchant solutions serve over 80,000 merchants, and thousands of organizations use its Bill Pay solutions. While these statements are meant to showcase the credibility, reputation, and positioning of ACI Worldwide, they could also be seen as logos marketing messaging, which involves appealing to logic by using numbers to influence visitors.
• Next, it features mini storytelling messages, which are success stories from customers that have used its products. The stories highlight aspects like why they chose ACI Worldwide and what they gained by using its solutions, among others.
• Finally, it, once again, used ethos marketing messaging where it continues to showcase its reputation, credibility, positioning, and global reach. And then, it ends with a call-to-action messaging, which directs or links visitors to contact them.
• This format is applicable across its product pages, such as the ACI Enterprise Payment Platform, the ACI High-Value Real-Time Payments Platform, ACI Digital Business Banking, ACI Secure ECommerce, and ACI Omni ECommerce, among others.
• The slight difference is the elimination of logos, ethos, positioning, and storytelling messaging types. Therefore, it heavily utilizes functions marketing messaging to elaborately describe the capabilities and value proposition of each product. It also retains the top and bottom call-to-action, which directs website visitors to 'request a consultation' with the sales team.

Overall messaging sense:

• Since ACI Worldwide focuses on elaborating the capabilities, advantages, and value propositions of its products, follows up with call-to-actions to contact sales, and then, showcases its reputation and authority in the industry, the overall messaging sense of the company could be described as being bold, robust, direct, and forward.

Key value proposition:

• According to Cleverism, "ACI Worldwide offers three primary value propositions: accessibility, performance, and brand/status."
• "The company creates accessibility by providing a wide variety of options. It has acquired several firms since its founding, such as Retail Decisions, Online Resources, and P&H Solutions, among others. This strategy has enabled it to greatly expand its capabilities and diversify its portfolio."
• "The company demonstrates strong performance through tangible results and specific positive outcomes for its customers."
• ACI Worldwide then leveraged these success factors to create and position itself as an established brand, with operations in 34 countries and 6,000 customers in 95 countries.

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• ACI Worldwide Inc. operates only one website. Therefore, it has no different messaging/marketing strategy per region.

PayU

How the company is marketing products through messaging:

• On its homepage, PayU briefly describes some of its solutions, including its capabilities, in a functions-style marketing messaging. Some of the descriptions include ethos/positioning marketing messaging, where the company describes the level of depth of such products. For example, it describes its Bharat QR product as having the capacity to support over 140 UPI apps.

• The company leverages various marketing messaging types to market its B2B products, such as functions, call-to-action, ethos, and mini-storytelling. These elements combine to create a unique format the company uses across all its product pages, such as PayU Transact, PayU Payment Gateway, International Payments, PayU Token Hub, and PayU Omnichannel Suite, among others.
• The format, as seen on these product pages above, begins with a brief description of the product in a functions-style messaging, which may include the product's capabilities or values delivered. It is then followed by call-to-action messaging that signals the website visitor to 'get started' with the product. An example can be seen on the PayU Transact product page.
• Next, a functions-style messaging elaborately communicates the capabilities of the product, why customers should use the product, and three steps on how to activate or use the product. An example can be seen on the PayU Recurring Payments Suite product page.
• The next element is the mini-storytelling which features brief customer stories and key quotes from select leaders of the customers highlighting how beneficial the product was for them. It's usually preceded by ethos-style marketing messaging through which the company prides itself on its reputation as a company trusted by millions of businesses of all sizes to empower their business goals. An example can be seen on the PayU Native OTP product page.
• The above messaging, may in most cases, be followed by a call-to-action for customers to view the product pricing. And another that links to FAQs and support representatives. An example can be seen on the PayU Payment Links product page.

Overall messaging sense:

• Because PayU mostly markets its products through messaging by describing its products' capabilities, arguing why they should be used, backing them up with its reputation and credibility, and highlighting brief customer success stories, the overall messaging sense can be described as being bold and direct.

Key value proposition:

• PayU is one of India’s leading payment gateways that drives growth for customers through its cutting-edge and award-winning technology.
• "Because its solutions can be customized for every business, it harnesses its payment ecosystem to improve customers' cash flow and ease business operations, thereby, allowing business expansion."
• "Furthermore, customers get smoother payment processes and are able to offer an outstanding experience to their customers. These solutions allow them (customers) to manage their money as they desire, derive actionable insights to power their businesses, leverage easy integrations that go live in minutes, and obtain total flexibility in payment modes."

Screenshots of website messages, blocks, and advertisements:

• Screenshots of website messages and blocks can be accessed from the attached document.

Messaging/marketing strategy per region:

• PayU operates only one website. Therefore, it has no different messaging/marketing strategy per region.

Research Strategy