platforum d2c conference 24 june 2015: digital marketing guru panel
TRANSCRIPT
Digital Marketing Guru Panel
“Where there’s change there is opportunity”
- Emily Morris Platforum D2C Conference 24 June 2015
The challenges
• The pressure is on
• It’s a service not a product
• Building "trust and intimacy"
• The "two humps" problem
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Reasons for optimism
• Pace of change
• What was unthinkable 5/10 years ago is
commonplace today
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Invest in: Metrics mutual understanding
• Marketing, sales and the C-suite need to discuss and agree
• Consider reverse mentoring
• Honesty
• Frequent testing and learning
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Invest in: The right technology support
• Lack of open architecture is a problem!!
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Five themes for digital marketing strategy success
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1. Listening
• Invest in end client insight • Via digital and social tools • Building what consumers
want not what is technically effective
• Audience segments – you can’t be all things to all people
• Supports big ideas not better application of available tactics
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2. Customer referral and advocacy
• Traditionally wealth management’s single largest source of new business
• Being harnessed effectively by Betterment
• Start as you mean to go on – involve your customers
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3. It’s not just about finance
• Time horizons
• Literacy and numeracy
• Affiliates
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4. Learn new tricks
• Consumer PR : experiential (stunts) – Vanguard – Transferwise
• Gameification
– Allianz Riskmaster – 7IM’s app – Fidelity’s Stockcity for Oculus Rift – Flexscore & Retiready
• Online and offline
working together
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5. Get personal
• Incorporating real or even virtual people
– Social media for relationship development not just customer services
– Web chat for new enquires
– Video conferencing
– Virtual assistants/avatars- eg iGaranti
• Brand characters help create synergies and consistency across channels
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