“digital is the new traditional financial” trendlab webinar, 2015
TRANSCRIPT
Digital is the New Traditional
(and the trends that make it so)
Welcome
Today’s presentation is brought to you by
Bluespire Marketing.
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Today’s Featured Presenters
Kyle Wilson, Senior Copywriter and
Creative Direction Team Leader
Shawn Stavseth, Senior Director of
Product Development
Jen Joly, Vice President of Marketing,
Brand and Creative Direction
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Digital is the New Traditional for
2015 Agenda
Insights from Bluespire’s Proprietary Study
The Financial Industry Shift
Overarching Tech Trends
What’s Driving Digital Content
Recommendations
Wrap-up / Questions
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INSIGHTS FROM BLUESPIRE’S
PROPRIETARY STUDY
The Opportunity
3 hours or more
2 hours to less than 3 hours
1 hour to less than 2 hours
30 minutes to less than an hour
30 minutes or less
64% of respondents spend 1 hour or more with a specific company’s app(s), social site(s) or website.
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High Financial Interactions
0 10 20 30 40 50 60 70 80
Others
Health & Fitness
Clothing & Retail
Food & Drink
Financial
News
Entertainment
Games
What types of companies do you interact with at least once per week?
2015
2014
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User Experience Matters
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
What feature do you like least?
What features do you like most?
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Comparing Year-over-year Engagement
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Everyday A few times a week
A few times a month
A few times a year
2015
2014
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Phone Convos are Not Dead
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2015 2014
Email Face-to-face Phone Mail Text Social Media
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FINANCIAL INDUSTRY 2015
Consumers Choose Multiple Channels
65%
Multichannel
ATM Only
Call Center Only
Web Only
Branch Only
12 Source: ClickFox © May 2014 The Financial Brand
Most Likely Shopping Method by Channel
0%
5%
10%
15%
20%
25%
30%
35%
40%
New to Checking
Switched Institutions
13 Source: Novantas © December 2014 The Financial Brand
Do Consumers Want to go All-virtual?
25%
7%
22%
0%
5%
10%
15%
20%
25%
30%
Would not be happy, but would keep the
same deposits
Would not be happy, and would reduce
deposits
Would switch banks
14 Source: Cisco IBSG 2012 © March 2015 The Financial Brand
Primary Attitudes Toward Mobile Banking
% of respondents
26%
20%
14%
30%
24%
10%
22%
26%
27%
22%
30%
49%
2014
2012
2010
Would make banking experience ideal Must have
Would like to have Do not need
15 Source: ath Power Consulting, “The ath Power Ideal Banking Study: A Measurement of Customer Experience in the North American Retail Banking Sector,” March 2, 2015
Mobile First Experiences
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Attitudes Toward Mobile Payments
% respondents by group
17 Note: among those who have not used a mobile app, tapping with mobile phone or virtual currency to make a payment in the past year Source: JWTIntelligence, “The Future of Payments & Currency,” October 22, 2014
18-34 35-49 50-64 65+ Total
I would like to use my mobile phone to pay if it makes transactions faster
51%
36% 32% 27% 37%
I would like to use my mobile phone to pay for small transactions that usually require cash
40% 36% 27% 29% 33%
I would like to use my mobile phone to pay when splitting bills or other expenses with friends
44% 36% 16% 30% 31%
Keeping track of my purchases sounds much easier with a mobile wallet
46% 28% 24% 17% 30%
OVERARCHING TECH TRENDS
Overarching Tech Trends for 2015
Internet of Me
Outcome Economy
Platform Revolution
Intelligence Enterprise
Workforce Re-imagined
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Internet of Me
As everyday objects and experiences
become digitized, new frontiers of
individualization are created.
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Outcome Economy
No longer about selling things – it’s about
selling results
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Platform Revolution
Digital industry platforms will fuel the acceleration of
disruption during the next three to five years
Let others innovate for you
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Intelligent Enterprise
The power of software intelligence can give
companies the operational excellence and
innovative edge they need.
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Workforce Reimagined
The push to go digital is amplifying the need for
humans and machines to do more, together.
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iBeacon
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Event Marketing
Welcome Communication
Customer Recognition
Availability and Wait Times
Personalize Product Offers
Location Specific Offers
Customer Education
Surveying
Branch Analytics
Beacon Enabled ATMs
Post Visit Retargeting
Eyeprint IDTM
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Poll: What is Augmented Reality?
1. A social media platform for distorting
everyday interactions
2. An alternate digital expression of real life
landscapes/materials
3. A searchable database that links hard-to-
find results with common searches
4. What I reach at happy hour after a long
day at work
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Augmented Reality
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Parallax: Scrolling in Financial
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Poll: Does Parallax have any impact
on financial services?
1. It will change what consumers expect, but isn't viable in any way for financial institutions.
2. We may incorporate elements of Parallax for a microsite or landing page, but not our main website.
3. Our next website might carry some elements of Parallax.
4. Our next website will carry every element of Parallax.
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Cross-channel Marketing Maturity
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14%
19%
30%
43%
67%
We have measured the customer retention benefits of conducting cross-sell/integrated marketing.
We have measured the financial results of conducting cross-sell/integrated marketing.
We have cross-functional/cross-silo teams to facilitate integrated marketing.
We understand our customers' journeys and adapt our channel mix accordingly.
Our priority is for all marketing activities to be integrated across channels.
Source: Novantas © 2014 Digital Banking Report
Customer Experience (CX)
Sum of all experiences at
various touchpoints a
customer has with a
supplier of goods and/or
services, over the duration
of their relationship with
that supplier.
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DIGITAL CONTENT FOR 2015
Digital Content Trends for 2015
Mobile-first Approach to Content
For Visuals, Bigger is Better
More Personalized, Deeper Relationship-building
Next Gen of User-generated Content
Continued Maturity
Data-driven Content
Integrated Tools
Next Gen Video
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Mobile-first Content
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Mobile-first is Google-friendly
GoogleBot needs to detect that the site:
Avoids software that is not common on mobile devices, like Flash
Uses text that is readable without zooming
Sizes content to the screen so users don’t have to scroll horizontally or zoom
Places links far enough apart so that the correct one can be easily tapped
39 Source: http://searchengineland.com/google-officially-launches-mobile-friendly-labels-mobile-search-results-208949
A Picture is Worth …
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Visuals Entice Them to Engage Further
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Next Gen of User-Gen
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Custom Data + Killer Creative
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Automatic Content Recognition
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RECOMMENDATIONS
What’s a Financial Marketer To Do?
1. Stay on top of consumer trends in order to advocate for your audience—and what they need from your FI.
2. Commit your business to gaining a deeper understanding of your core users and identify opportunities to better serve their needs.
3. Catalog outcomes and map those outcomes to current product and service offerings.
4. Identify opportunities to add sensors/other hardware to existing products that will enhance business insight on what your audience is trying to achieve.
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What’s a Financial Marketer To Do?
5. Seek to automate
tedious manual
processes.
6. Don’t underestimate
the significance of
the mobile channel.
Make every
experience mobile.
7. Speaking of mobile
… Set the stage to
develop a Mobile-
first Content
Strategy. • Less pages
• Be clear, very concise
• Focus on target audiences
• Focus navigation around
tasks
• Plan to avoid creep
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A Parting Thought for the To Do List
Watch for Bluespire’s Springboard …
coming April 2015.
What can you expect?
Assess your current capabilities
Determine a roadmap for your dollars
Identify where you’re having the most impact
Share marketing insights with your ELT
Partner with Bluespire to gain traction in
opportunity areas
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WRAP-UP / QUESTIONS
Thanks for joining us today!
Join Us for the Next Quarterly
TrendLab Webinar …
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Content Trends for Highly Regulated Industries Thursday, June 18, 2015
2 p.m. EST / 1 p.m. CST / 11 a.m. PST
Content is King: Wear the Crown with Ease
Questions?
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