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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