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Building a Better
Mouse Trap Using
Digital Marketing for
the Financial Services
FINTECH RE-IMAGINED
RUPALI KRISHNA
DIRECTOR MARKETING & DIGITAL STRATEGY
TECHUBIQUITY LTD – CONSULTING. MARKETING. TECHNOLOGY.
Financial Services –
a Balancing Act
Meeting the interests of all stakeholders –
investors, wealth managers, manufacturers and regulators
2
Financial Services – a Balancing Act
The Industry which operates
under the strict regulatory
compliance, re-engineering
business models to build “trust”
as a core value assertion across
all stakeholders.
3
Understanding the Financial Services Customer Life Cycle
4
CUSTOMER
RETENTION
1
2
3
4
6
7
8
CUSTOMER
ACQUISITION 5
“I TRUST my Advisor”
“I usually look for a
research ON THE GO
on my iPhone when
I am waiting for my
Flight Boarding”
“I have CONFIDENCE as they
seem to have expertise & solid
foundation” “My Advisor doesn’t
PUSH Products”
“I love their VIRTUAL experience,
provides me a seamless banking”
“I do eSign my
Papers & enjoy
CONVENIENCE of
Paperless banking”
“I am CONFIDENT
that in case of any
issues, it will be
resolved
promptly”
“My Advisor HELPS in all
of my investment matters,
as my life’s goal changes”
CUSTOMER
RETENTION
1
2
3
4
6
7
8
CUSTOMER
ACQUISITION 5
“I TRUST my Advisor”
“I usually look for a
research ON THE GO
on my iPhone when
I am waiting for my
Flight Boarding”
“I have CONFIDENCE as they
seem to have expertise & solid
foundation” “My Advisor doesn’t
PUSH Products”
“I love their VIRTUAL experience,
provides me a seamless banking”
“I do eSign my
Papers & enjoy
CONVENIENCE of
Paperless banking”
“I am CONFIDENT
that in case of any
issues, it will be
resolved
promptly”
“My Advisor HELPS in all
of my investment matters,
as my life’s goal changes”
And what really our Customers’ value?
5
Clarity, Transparency, Performance, Trust, Domain Expertise, Organisational Culture,
Core Values Assertion, Commitment, Confidence, Empathy, Loyalty, Speed,
Collaboration, On-The-Go, Multichannel, Personalised, Relevant, Real-time
Engagement, Consistent Experience, and the Convenience of the Virtual World
THE HOLISTIC EXPERIENCE
The Empowered, Hyper-connected Customers are challenging the Status-quo with their DIY Attitude
Thus Digital Transformation is playing a crucial role in improving Operational
Efficiency and Delivering Experiences across the Customers’ Journey.
Let’s take a scoop of the major challenges in Customer
Acquisition in Financial Services Domain
6
64%
15%
6%
4% 11%
Factors contributing to lack of trust (% of respondents)
Lack of ethical culture
Poor government regulation and
enforcement
Market micro structure
I don't think there is lack of trust in the
finance industry
Others
Source: Global Market Sentiment Survey 2015, CFA Institute
The Digital Marketing Opportunity
In Driving Customer Centricity.
7
Digital Marketing – A Catalyst in Driving the Financial
Services Customer Centricity
MOBILE FIRST
PERSONALISEDRELEVANT
REAL-TIME
MULTICHANNEL
CONSISTENTCONVENIENT
TARGETED
AUTOMATED MARKETING
ENHANCING MANAGEMENT VALUE CHAIN
SMART APPS
CONTENT MARKETING
INTERACTIVE
EASE OF USE
INTELLIGENT UX & UI
DATA-DRIVEN BUSINESS MODELS
ESTABLISHING THOUGHT LEADERSHIP USING MEANINGFUL CONTENT
COLLABORATIVE
CONVERSION RATE OPTIMIZATION
MARKET OUTREACH – PENETRATION & EXPANSION
IMPROVING EMPLOYEE PRODUCTIVITY & INTERNAL COMMUNICATIONS
Digital Marketing Trends shaping the Financial Services
▸ Dynamism, Flexibility in Paid & Search Marketing Set up -
Keywords, your bids and campaigns that match Customers’
Financial Requirements throughout the year.
▸ Apps and Smart Mobile UXs Critical for the Digital Success
▸ UX & UI Fuelling Conversation Rate Optimization & Data Driven
Marketing Modelling engaging with the Digital Consumer
▸ Seeding Content across Social & Viral to aspire actions & sharing
- majority of Image, video and social messaging platforms
Digital Marketing Strategic Imperatives & Practice
▸ App, Mobile, Web Platforms – Defining UX UI that defines Engaging & Seamless Experience for
Customers – Multichannel, Multi-devices – Optimizing Access to Conversation ratio;
▸ The Mobile first - Intelligent Smart Apps – use of functionalities viz. biometric logins, Push
notifications, AI in mobile apps etc.
▸ Content Marketing which aligns with the Search Engine & AppStore Optimization (SEO)
Strategies for increasing brand signals and be perceived as thought leader
▸ Social Media – Building networks that network, advocates, multiplies - virally.
▸ Targeted Marketing focussed approach for new Customer Acquisition using Search, Social &
Paid Media
▸ Data driven analytics based marketing model – unified customer view using variety of data sets
▸ Robo-Hybrid-Advisors, Chatbots automated for the hyper connected Millennial customers with
Do-It-Yourself Attitude
“I have no special talent.
I am only passionately curious.
~ Albert Einstein
Digital Marketing Skills that the Financial Services
Industry Needs
technology
enabled
mindsets
strategic
thinking
resilient
project
management
12
Building a Better Mouse Traps that engages with the
right customer segment – acquire and retain them
13
Digital Marketing can
successfully lead you to
provide customers a better
experience and ultimately
become a trusted advisor.
14
THANKS!
Any questions?
You can find me on -
LinkedIn @Rupali Krishna
Twitter @rupalikd
Or write me on rupali@techubiquity.org.uk

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Building a Better Mouse Trap Using Digital Marketing for Financial Services

  • 1. Building a Better Mouse Trap Using Digital Marketing for the Financial Services FINTECH RE-IMAGINED RUPALI KRISHNA DIRECTOR MARKETING & DIGITAL STRATEGY TECHUBIQUITY LTD – CONSULTING. MARKETING. TECHNOLOGY.
  • 2. Financial Services – a Balancing Act Meeting the interests of all stakeholders – investors, wealth managers, manufacturers and regulators 2
  • 3. Financial Services – a Balancing Act The Industry which operates under the strict regulatory compliance, re-engineering business models to build “trust” as a core value assertion across all stakeholders. 3
  • 4. Understanding the Financial Services Customer Life Cycle 4 CUSTOMER RETENTION 1 2 3 4 6 7 8 CUSTOMER ACQUISITION 5 “I TRUST my Advisor” “I usually look for a research ON THE GO on my iPhone when I am waiting for my Flight Boarding” “I have CONFIDENCE as they seem to have expertise & solid foundation” “My Advisor doesn’t PUSH Products” “I love their VIRTUAL experience, provides me a seamless banking” “I do eSign my Papers & enjoy CONVENIENCE of Paperless banking” “I am CONFIDENT that in case of any issues, it will be resolved promptly” “My Advisor HELPS in all of my investment matters, as my life’s goal changes”
  • 5. CUSTOMER RETENTION 1 2 3 4 6 7 8 CUSTOMER ACQUISITION 5 “I TRUST my Advisor” “I usually look for a research ON THE GO on my iPhone when I am waiting for my Flight Boarding” “I have CONFIDENCE as they seem to have expertise & solid foundation” “My Advisor doesn’t PUSH Products” “I love their VIRTUAL experience, provides me a seamless banking” “I do eSign my Papers & enjoy CONVENIENCE of Paperless banking” “I am CONFIDENT that in case of any issues, it will be resolved promptly” “My Advisor HELPS in all of my investment matters, as my life’s goal changes” And what really our Customers’ value? 5 Clarity, Transparency, Performance, Trust, Domain Expertise, Organisational Culture, Core Values Assertion, Commitment, Confidence, Empathy, Loyalty, Speed, Collaboration, On-The-Go, Multichannel, Personalised, Relevant, Real-time Engagement, Consistent Experience, and the Convenience of the Virtual World THE HOLISTIC EXPERIENCE The Empowered, Hyper-connected Customers are challenging the Status-quo with their DIY Attitude Thus Digital Transformation is playing a crucial role in improving Operational Efficiency and Delivering Experiences across the Customers’ Journey.
  • 6. Let’s take a scoop of the major challenges in Customer Acquisition in Financial Services Domain 6 64% 15% 6% 4% 11% Factors contributing to lack of trust (% of respondents) Lack of ethical culture Poor government regulation and enforcement Market micro structure I don't think there is lack of trust in the finance industry Others Source: Global Market Sentiment Survey 2015, CFA Institute
  • 7. The Digital Marketing Opportunity In Driving Customer Centricity. 7
  • 8. Digital Marketing – A Catalyst in Driving the Financial Services Customer Centricity MOBILE FIRST PERSONALISEDRELEVANT REAL-TIME MULTICHANNEL CONSISTENTCONVENIENT TARGETED AUTOMATED MARKETING ENHANCING MANAGEMENT VALUE CHAIN SMART APPS CONTENT MARKETING INTERACTIVE EASE OF USE INTELLIGENT UX & UI DATA-DRIVEN BUSINESS MODELS ESTABLISHING THOUGHT LEADERSHIP USING MEANINGFUL CONTENT COLLABORATIVE CONVERSION RATE OPTIMIZATION MARKET OUTREACH – PENETRATION & EXPANSION IMPROVING EMPLOYEE PRODUCTIVITY & INTERNAL COMMUNICATIONS
  • 9. Digital Marketing Trends shaping the Financial Services ▸ Dynamism, Flexibility in Paid & Search Marketing Set up - Keywords, your bids and campaigns that match Customers’ Financial Requirements throughout the year. ▸ Apps and Smart Mobile UXs Critical for the Digital Success ▸ UX & UI Fuelling Conversation Rate Optimization & Data Driven Marketing Modelling engaging with the Digital Consumer ▸ Seeding Content across Social & Viral to aspire actions & sharing - majority of Image, video and social messaging platforms
  • 10. Digital Marketing Strategic Imperatives & Practice ▸ App, Mobile, Web Platforms – Defining UX UI that defines Engaging & Seamless Experience for Customers – Multichannel, Multi-devices – Optimizing Access to Conversation ratio; ▸ The Mobile first - Intelligent Smart Apps – use of functionalities viz. biometric logins, Push notifications, AI in mobile apps etc. ▸ Content Marketing which aligns with the Search Engine & AppStore Optimization (SEO) Strategies for increasing brand signals and be perceived as thought leader ▸ Social Media – Building networks that network, advocates, multiplies - virally. ▸ Targeted Marketing focussed approach for new Customer Acquisition using Search, Social & Paid Media ▸ Data driven analytics based marketing model – unified customer view using variety of data sets ▸ Robo-Hybrid-Advisors, Chatbots automated for the hyper connected Millennial customers with Do-It-Yourself Attitude
  • 11. “I have no special talent. I am only passionately curious. ~ Albert Einstein
  • 12. Digital Marketing Skills that the Financial Services Industry Needs technology enabled mindsets strategic thinking resilient project management 12
  • 13. Building a Better Mouse Traps that engages with the right customer segment – acquire and retain them 13 Digital Marketing can successfully lead you to provide customers a better experience and ultimately become a trusted advisor.
  • 14. 14 THANKS! Any questions? You can find me on - LinkedIn @Rupali Krishna Twitter @rupalikd Or write me on rupali@techubiquity.org.uk