for investment professional use only. not for public...
TRANSCRIPT
For investment professional use only. Not for public distribution.
298245 11/15
For investment professional use only. Not for public distribution.
298245 11/15
How a Global Asset Manager is Adapting to Create a World-Class Client Experience
Mark J. McKenna Head of Global Marketing
3 For investment professional use only. Not for public distribution.
298245 11/15
INSIGHTS
& ANALYSIS
BRAND
ENGAGEMENT
& EVANGELISM
CUSTOMER
EXPERIENCE
CONTENT
CREATION MARKETING
OPERATIONS
REAL-TIME
MARKETING
STRATEGY
Marketing 20/20: Financial marketing in transition
Source: Forbes, “Marketing 20/20 Research,” 2014.
Over 10,000 respondents from senior global marketing executives
“The client is in the driver’s seat. They are
perpetually connected to information.”
“Technology is the driving force behind
change, and we must evolve to harness
the ever quickening cycles with digital
innovation.”
“Marketing organizations must transform
and keep pace to connect with clients
through content, insights, and advice.”
Bruce H. Rogers, Chief Insights Officer
Forbes Media
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Three strategies to build brand awareness and engagement
Brands are increasingly measured by their digital presence
INFLUENCE
Drive new business Reinforce the firm’s brand
ENABLE INTERACT
Highlight Putnam’s solutions
and talent to our clients
@
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Support content distribution
through social media
Robert L. Reynolds
as LinkedIn Influencer
Thought leadership
INFLUENCE
Drive new business
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Reinforce the firm’s brand
ENABLE
Content sharing
Dalbar ranked Putnam’s
financial professional
website #1 among mutual
fund companies for six
consecutive quarters
Enhanced product info screens
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INTERACT
Highlight Putnam’s products and
talent to our clients
@
Salesforce enhancements for personalized contact using
predictive modeling, better campaign context, and improved
data capture.
Factors for Mobile
• “Phablets” continue explosive
growth with expected shipments
to increase 84%
• IDC predicts phablets will make
up over 71% of smartphone
shipments by 2019
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PERSONALIZATION
56%
Digital marketing trends 2016
CONTENT MARKETING
67% Of companies running
an active blog generate
67% more leads
VIDEO MARKETING
74% Of all internet traffic
in 2017 will be video
MICRO-TARGETING
Less is more. Niche targeting
works even on Facebook.
STORYTELLING
145% Storytelling has
seen a 145% rise
with over 142K
mentions in 2014
Of Consumers are more
likely to shop with a good
personalized experience
69%
67%
55%
50%
45%
15%
Investments used
Topic of interest
Recommended content
PM followed
Frequency
Weekday/time
Email customization options advisors want
Source: kasina
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YouTube mobile app highlights explosion in mobile video
Source: comScore, September, 2015.
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Mobile web audience is actually outgrowing mobile app audience
While mobile apps account for more time spent, mobile properties
have greater number of unique visitors
Source: comScore, September, 2015.
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Mobile ads work better than desktop
Percentage point lift in brand metrics for desktop and mobile ads
Source: comScore, September, 2015.
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Responsive design: Mobile offering matters for search
Mobilegeddon — Google’s algorithm change to recognize mobile offerings
as a positive or negative if you lacked that capability
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Search via mobile: The changing landscape
• This will drive the podium positions up
• Anticipate spending more for ad words
• Top position is even more critical
in paid and organic search
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Mobile experience for documents: The new whitepaper is a link
EMAIL DATA HEAVY DOWNLOAD RESPONSIVE HTML
THE STORE-IT
EXPERIENCE
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Solving for a data intensive delivery for clients
Digital measurement has
a number of challenges
• Will your document pass through
a firewall?
• Is your message blocked to the
intended desktop and you don’t
know it?
• Have they opened your email?
• Did they click on the content?
• Did they interact with it?
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Marketing database
Third-party data
• Assets
• Sales
• Demographics Data
Warehouse
MARKETING DATABASE
• Phone touches
• In-person touches
• Events/meetings
• Social media interactions
• Web visits
• Products viewed
• Social media interactions
• Email creative
• Email delivery
• Subscription/Opt-out
Google Analytics
INTELLIGENT
INTERACTION
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Executive summary
• Brands are increasingly measured by their digital presence
• The role of marketer is moving to role of marketing technologist
INFLUENCE
Ability to create content is a
competitive advantage
Execution across multiple
platforms to extend reach
Enhancements drive deeper
digital engagement
Richer interaction captures
data
ENABLE INTERACT
Leverage data to identify
next best opportunity
Clients expect an increasingly
individualized experience
@