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Opening Remarks: The Digital Landscape for Financial Services
Andrew Artemenko
Senior Director, Financial Services
Neustar, Inc.
PRESENTER: ANDREW ARTEMENKO
Title: Senior Director, Financial Services at Neustar
Previous: SVP Digital Marketing and Content Strategy at
Bank of America. Media-buying team leader at Lending Tree
and Travelzoo.
Focus: Helping large organizations manage media strategy
and website personalization to drive topline sales and deepen
customer relationships.
Current Goal: Educate business leaders on the convergence
of paid and owned channels, and the efficiencies of a
centralized data platform to power both.
Contact: [email protected]
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2015 goals for financial services’ digital organizations
THE CHALLENGE AHEAD
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Contribute to Top-Line Growth 53% of surveyed CMOs felt increased pressure to drive revenue
growth—making this the biggest change to their teams’ responsibilities
over the past few years
Improve Customer Experience Across Devices 86% of senior-level marketers agree that it’s important to create a cohesive customer
journey across all touchpoints and channels
Stay Ahead of Competition Step up to increased competition from new digital entrants offering alternatives to banking,
and payment services from Apple, Google Wallet, and Walmart
DIGITAL FORCES SHAPING FINANCIAL SERVICES
▶ Regulatory uncertainty places pressure on digital
marketers’ time and money as efforts are diverted to
compliance versus customer experience
▶ Rapidly changing technology: Forrester predicts
that by 2017, 72% of US adults will use online banking
and 43% mobile banking
▶ Rising customer expectations of financial services
are influenced by how customers and prospects
experience popular websites and apps in their daily life
▶ Increased competition with new digital entrants
offering alternatives to banking and payment services
(Apple Pay, Google Wallet)
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Digital marketers in financial services face unique challenges
DIGITAL ROLES BECOMING SPECIALIZED
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What is the best tool for my job?
Each digital role seeks new capabilities to enable their collective strategy
Paid Channels: Efficiently reach the right customers
Owned Channels: Deepen customer relationships
Analytics: Model behaviors and offers
Offline Referrals: Measure quality offline sales
CRM & Rewards: Reward my best customers
Digital Has Too Many Options
NOT ALL TECHNOLOGY IS USEFUL
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And yet, the perception exists that digital marketers should be trying everything
Big Data
Content Marketing
Real-Time Bidding
SEO
Microsites
HOW THE INDUSTRY IS INVESTING
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Most commercially important Digital Marketing Trend for 2015?*
1.0%
1.3%
1.5%
1.5%
3.0%
3.1%
4.3%
7.6%
8.9%
11.0%
12.8%
14.6%
29.6%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
Online PR
Others
Partnerships including affiliate and co-marketing
Display (i.e. Targeted banners through adnetworks and social media)
Paid Search Marketing, (e.g Google AdWordsPay per Click)
Communities - Branded niche or verticalcommunities
Search Engine Optimization (SEO)
Conversion Rate Optimization (CRO)/improving website experiences
Social Media Marketing and Social CRM
Mobile Marketing (Mobile advertising, sites,and apps)
Marketing Automation (incl webpersonalization and behavioral email…
Big Data
Content Marketing
*2014 Smart Insights Poll
WHEN INVESTING IN TECHNOLOGY, SEGMENTS MATTER
8
Sarah is always on her mobile
device and loves to shop on-the-go
Action: Present Sarah
with an opportunity to
download the mobile app
John prefers to browse the web
on his laptop in his kitchen
Action: Customize content
and present relevant offers
via desktop ad containers
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Avoid the temptation to be inwardly focused on how you want to reach customers
v v
How do your top
customers
prefer to engage
online?
SUMMARY
▶ Understand the specific business need,
whether it is sales, user experience, or
innovation
▶ Leverage the right tools for the job, which may
differ across digital teams
▶ Make decisions based on what customers want
in an online experience, not the technology you
think you need
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Invest in customer capabilities, not just technology
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