Digital Marketing for Financial Services

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    16-Jul-2015

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  • Copyright Neustar, Inc. All Rights Reserved

    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: Andrew.Artemenko@Neustar.biz

    Copyright Neustar, Inc. All Rights Reserved 2

  • 2015 goals for financial services digital organizations

    THE CHALLENGE AHEAD

    Copyright Neustar, Inc. All Rights Reserved 3

    Contribute to Top-Line Growth 53% of surveyed CMOs felt increased pressure to drive revenue

    growthmaking 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 its 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)

    Copyright Neustar, Inc. All Rights Reserved 4

    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

    Copyright Neustar, Inc. All Rights Reserved 6

    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

    Copyright Neustar, Inc. All Rights Reserved 7

    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

    Copyright Neustar, Inc. All Rights Reserved 8

    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

    Copyright Neustar, Inc. All Rights Reserved 9

    Invest in customer capabilities, not just technology

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