American Banking Association Marketing Conference - Modern Consumers
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The new consumer is not like the old. This means your bank has to be more than a bank. They must be contextual to the needs of the consumer, which are far past just financial. Here's what you need to know.
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American Banking Association Marketing Conference - Modern Consumers
- 1. The New AND HOW TO COPE Presented by @msweezey Consumer
- 2. @msweezey TO Get the slides JUST GOOGLE
- 3. New Consumers are a result of a new Media ERA Consider the following… @msweezey
- 4. WE MUST UNDERSTAND PAST AND PRESENT OLD ERA
- 5. I N 1 9 6 0 t h e r e a r e ONLY 5MEIDA CHANNELS @msweezey
- 6. LIMITEDMEDIA LIMITED IN WHO CAN CREATE IT LIMITED IN WHO CAN DISTRIUTE IT LIMITED IN WHO CAN CONSUME IT *This is very important @msweezey
- 7. N O W I N 2 0 1 5 NOW OVER200+ CHANNELS @msweezey
- 8. UNLIMITEDCreation UNLIMITEDDistribution UNLIMITEDConsumption*This is a new era of media @msweezey
- 9. WE MUST UNDERSTAND PAST AND PRESENT NEW ERA
- 11. New ERA means new consumer demands. Not just more media.
- 12. “ “ 51% of Millenials said their bank had nothing to offer them over a competing bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
- 13. “ “ 71% of Millenials would rather visit the Dentist than listen to what a bank had to say. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
- 14. “ “ 73% of Millenials would rather hand their financial services needs with Google, Apple, Amazon, PayPal, or Square than with their own nationwide bank. Viacom Media Networks http://www.millennialdisruptionindex.com/ @msweezey
- 15. context The keys to reaching the modern consumer is
- 16. @msweezey The Hierarchy of context Available Purposeful Authentic PERSONAL ALL
- 17. Available The lowest level of context and it is easy to understand why. There is no way to be contextual if you are not there. Once there you then begin to compete on other levels, and to other degrees.
- 18. Let me explain by playing a little game.
- 19. How many pages does the average person go to on a website?
- 20. The average number of page views per visit is“ @msweezey 1.7
- 21. Marketing must be contextual across all channels, and specific to the moment. This means a minimum of the following connected systems: • CRM (system of record) • Marketing Automation (system of engagement) • Website (owned engagements) • Product (increased value) System Of Context @msweezey
- 22. Marketing Sales Service Single Customer View allows for contextual experiences to be automated on any connected channel. Automation Platform (s) CRM System of relevance Allows for plug and play integrations with other apps who use data, and add to data. Website Product API Supports direct integration into your products and website for dynamic in product experiences, and bi directional data flow. @msweezey
- 23. Marketing will have the largest IT budget by 2020 -gartner“ @msweezey
- 24. PERSONAL Personal is the idea of a completely fluid set of experience created for a single person, directed completely by the periphery. You never created the experience, rather a set of parameters.
- 25. 65% of buyers would switch brands if the vendor doesn’t personalize communication– SFDC RESEARCH 2016 “ @msweezey
- 26. BEHAVIORS Companies who use marketing automation see an increase in revenue by 34%. -Pardot
- 28. Each of these content blocks is an iframe provided by the marketing automation tool. They change to match the person on the webpage = a zero click experience.
- 29. Personal EXPERIENCE For large accounts
- 30. Demandbase saw lead flow increase by 400% when they dynamically changed the content based on IP addresses of visitors.
- 32. This is MY banks Website I’ve been a customer for 20 years Why are they asking me to open an account?
- 33. This is what it should look like 1 – How to invest like a pro with under 1k a month. 2- Why buying a house is money in the bank. This is Jill, your personal banker. I took a look at your account and wanted to suggest a few things. • This makes the right content available • Opens up a chat with your customer • This is how consumers want to engage.
- 34. Messaging apps are more used than social media as of 2015 “ @msweezey
- 35. Chat Bots are App Killers Consumers see chat bots as a way to solve all of these issues! More than apps!
- 36. On email Jay see’s 15% open and 2-4% click Messenger 70% read, and 13% click J a y B a e r i s t e s t i n g o u t c h a t b o t s f o r a u d i e n c e e n g a g e m e n t .
- 37. On email Jay see’s 15% open and 2-4% click Messenger 70% read, and 13% click H e ’ s g e t t i n g 10x t h e o p e n r a t e i n m e s s e n g e r c o m p a r e d t o e m a i l s & 5x t h e c l i c k t h o u g h t s o v e r e m a i l 5xB a b y ! @msweezey
- 38. AUTHENTIC Means more than just being genuine, it is “What is expected” It means helping people have the experience they believe they should be having.
- 39. Do you do “A” or “B”? HOWDOYOU Manageyouremail?
- 43. Authentic Copy
- 45. RICHTEXTISAUTHENTIC This email took less than 2 minutes to create John, Have you meet Jill the Banker yet? She writes for banking monthly. Check out her last article, I think you’ll like it The New World of Business. Best, Mathew @msweezey
- 46. 15th largest bank In the UNITED STATES DID A SIDE BY SIDE with HTML v RICH -> INCREASED ENGAGEMENT BY4x @msweezey
- 51. Sharing @msweezey Every Tweet has a URL. Now you can share you best content via email, and other channels.
- 52. RICHTEXTISAUTHENTIC This email took less than 2 minutes to create Mat, Not sure if you saw this yet, but figured you’d enjoy Brian’s take on financial freedom LINK TO THE TWEET. Best, Jill the banker @msweezey
- 53. ThisAccomplishes • Social proof • Connects to your social channels • Introduces them to another social account • Gets more miles out of great content @msweezey
- 55. I live in Charleston, this is a Banker from my Bank, in my town. She only has 38 connections? Why am I not connected to a banker?
- 56. Mat, So glad you moved to Charleston. Have you been to the Daily yet for Coffee? It’s around the corner from our office. Here’s a cup on me. Jill the banker
- 57. Authentic social
- 58. Social media is the modern day smoke break.“ @msweezey
- 59. Kronos uses these comics to share on social media. They see 10x more engagement on these comics than their corporate blog. “ @msweezey
- 60. PURPOSEFUL Purpose is helping them fulfill the desire/ reason they are there in the first place. Purpose is to the moment.
- 63. DYNAMIC Sales jumped 50% by introducing dynamic content to their website and email. They saw over $700k of sales from online in the first month. DYNAMIC CONTENT BASED ON WEB BEHAVIOR DYNAMIC DYNAMIC DYNAMIC @msweezey
- 66. Use chatbots to suggest content with in your online banking platform when you notice. • Rage clicking • Accessing customer support
- 68. 51% of the time a CEO’s picks up their mobile device because they are bored. - Pew Research “ @msweezey
- 69. Social media is the modern day smoke break ESCAPE CONTENT “ Give people something to enjoy, and help them escape from their day. This is authentic to social channels. @msweezey
- 70. conclusion Wrap this up with a bow on it
- 71. environment We live in a totally new Where your old ideas don’t work anymore.
- 72. LIMITLESS THERE IS NOW Content, and all of it has permission
- 73. CONTEXT You’re only hope is And context is a hierarchy of things
- 74. moments Context is to the Moments matter more than ever
- 75. technology Context can only be reached via There is only one way to scale context