Download - Disrupting Technology in Financial Services
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According to Wikipedia it’s “communicating the value of a product, service or
brand to customers for the purpose of promoting or selling that product, service
or brand”.
According to a contributed article from SAP on Forbes’ Brand Voice it’s
“what you say and how you say it when you want to explain how awesome your
product is and why people should buy it”.
Marketing Defined
2!
Traditional vs Today
3!
Controlled by the BRAND:
TV/Radio
Print Ads
Direct Mail
Cold Calling
Networking
Driven by the CUSTOMER:
Internet Content
PPC/PPI
Email Marketing
Warm Lead Follow-up
Social Networking
76% of consumers believe ads
are EXAGGERATED1
92% of consumers believe
recommendations from friends & family
over all forms of advertising2
4!
Word of Mouth
Relationships Depend on Sales
7!
Industry # of Sales Execs
Retail 76,600 Wholesale 73,100 Manufacturing 45,280 Scientific and Technical Services 30,720 Finance and Insurance 30,150 Information 21,170 Waste Management and Remediation 13,440 Transportation and Warehousing 7,990 Accommodation and Food Services 7,980 Real Estate and Rental, Leasing 5,940
Finance and Insurance! 30,150!
The Challenge for Financial Services
14!
1. Building New is Easier than Renovating1
2. Automation in Marketing Doesn’t Easily Translate to Advisors & Producers
3. Sales Force That is Slow to Embrace New Technology
4. Ever-changing Channel Landscape
5. Security & Data Risks
Steps to Possible...
21!
1. IDENTIFY Systems and Stakeholders
2. CREATE Simple Campaigns
3. FOCUS on Your Users
4. AUDIT Your Channels & Engagement
5. MEASURE Time Required for Approval