finance

1.  Amanvir Singh,16073
 Davinder Kumar,16076
 Deepak Goyal,16052
Digital Marketing
in
Financial Services
Companies

2. Modern Media Consumption Habits
Digital technology has
altered media consumption
habits. Integrated digital or
“new” media components
that leverage modern
marketing channels are
required.

3. WHAT’S THE DIFFERENCE BETWEEN WEB
2.0, SOCIAL MEDIA & NEW MEDIA?

4. “Web 1.0 was Commerce. Web 2.0 is People
- Ross Mayfield
President and co-founder of Socialtext
Web 2.0 seems to be like Pink Floyd lyrics: It can
mean different things to different people,
depending upon the your state of mind.
- Kevin Maney
Technology journalist, USA Today

5. Any online technology or software people use
to share multimedia content, opinions, insights,
experiences, perspectives and media. Social
media sites and applications are built on the
Web 2.0 platform. The “social media” was born
from the technology that enabled it, just as the
print and broadcast media were.
What is Web 2.0?

6. Fresh Stats: Who’s Online?
 Today 79% of customers use the Internet daily-the highest percentage of
any group 70% of both 18-31 and 32-43 year-olds use the Internet daily
 Web Site Content & Functionality Desired Most by US Internet Users
◦ User ratings or customer feedback: 64%
◦ Company/product videos: 44%
◦ Subscribe to company blog via email or RSS: 39%
◦ Ability to create a personal profile: 37%
◦ Surveys or quizzes: 29%
◦ Ability to upload own content to site: 23%

7. DIGITAL TECHNOLOGY ALLOWS YOUR
AUDIENCE TO CREATE THEIR OWN
EXPERIENCES WITH YOUR BRAND

8. Mobile Marketing Snapshot
 TOOLKIT
◦ Mobile Web sites; mobile blogging; wallpapers; ringtones; branded
mobile games; mobile ads; mobile search; marketing messages via SMS
and text alerts
 OPPORTUNITY
◦ Ten percent of US marketers employed SMS/text messaging campaigns
between April-May, 2007 *eMarketer
◦ Over 100 million US consumers will use mobile devices for banking and
investing transactions by 2012 *Javelin Research
◦ Mobile marketing spend will increase 35% between 2007-2008 and is
now a $500M industry; will reach $3B by 2012 *eMarketer
 WHAT’S NEXT
◦ Improved mobile video beyond the iPhone; mobile coupons; mobile
social networks; QR (quick response) codes; streaming live mobile
video; Google Android: open mobile developer platform

9. ING CORPORATE MOBILE SITE
FIDELITY ANYWHERE MOBILE

10. ING Mobile Site
 ING has a comprehensive mobile Web
site, including stock information, press
releases, financial calendar and IR
contact information
 The mobile site provides topical share
price information, analyst commentary
and contact information
 Site includes up-to-the-minute company
press releases with an option to
subscribe to alerts via text message

11. Fidelity Anywhere Mobile
 Market information,
access to Fidelity
accounts, and trading
 Popular features
include real-time stock
quotes, watch lists,
balances and positions,
text alerts, trading,
and order status
 Downloadable mobile
investing games

12. Gaming Snapshot TOOLKIT
◦ In-game marketing, branded “advergames,” ad-supported online and
mobile games; games-as-utilities; user-generated online games
 OPPORTUNITY
◦ In-game marketing spend on PC, console, mobile and casual online
games will grow to $800M by 2012 *eMarketer
◦ Eighty-five percent of casual gamers prefer free, branded games to
paying for downloadable PC games *Interpret
◦ Globally, gamers spent a weekly average of 5.1 hours playing casual
online games
 WHAT’S NEXT
◦ Companies creating games for recruiting and training

13. Social Network Marketing Snapshot
 TOOLKIT
◦ Branded profiles, groups, storefronts, widgets and applications; contests,
self-serve social ad systems, recruiting, event promotion, digital content
distribution
 OPPORTUNITY
◦ Social network marketing will reach $1.6B in 2008; social networks
deliver the same amount of online referrals as search *eMarketer/MediaPost, April 18,
2008
◦ Six of the top 10 global Web sites are social networks: YouTube (#2),
MySpace (#6), Facebook (#7), Hi5 (#8), Wikipedia (#9), Orkut (#10)
◦ If MySpace were a country, it would be the world’s 8th-largest
 WHAT’S NEXT
◦ Continued fragmentation into niche networks

14. Social Media Marketing Snapshot
 TOOLKIT
◦ Blogs and microblogs, wikis, video sharing, podcasts, RSS syndication,
social bookmarking, voting and ratings systems, consumer reviews,
social news site columns, socially-optimized news releases
 OPPORTUNITY
◦ Social media marketing spend increased 150% to $1.5B between
January 2007-’08 *Forrester
◦ Sixty-six percent of US Internet users visited a social media site in
January, 2008 *comScore
◦ Over 100M blogs exist in 2008; 120K are launched daily; 17 blog posts
are made every second *Technorati
◦ Nearly 19B Americans listen to podcasts regularly; 27% of Americans
read blogs regularly

15. Socially-Optimized News Releases
 Social bookmarks foster
sharing across sites and
networks
 Option to subscribe to
company news via RSS
 Embedded video and
photos syndicated to
video and photo sharing
sites
 MP3 audio summary of
news and quoted
spokespeople

16. Online Video Marketing Snapshot
 TOOLKIT
◦ User-generated ads and promotions; branded video site channels; video
“seeding;” video contests; branded Web series; video blogs (vlogs) and
podcasts
 OPPORTUNITY
◦ Forty-eight percent of US adults have visited an online video site *Forrester
◦ In December, 2007, 141 million unique viewers watched 10.2B videos
mostly on YouTube, MySpaceTV and Yahoo!
◦ Forty-four percent of US Internet users cited “company or product
videos” as their most-desired Web content *Forrester, Q3 2007
 WHAT’S NEXT
◦ Brands as content players
◦ More Web video/traditional TV crossovers

17. WIDGET:
widget |noun informala small gadget
or mechanical device, esp. one whose
name is unknown or unspecified.
Miniature, portable Web
experiences/utilities that can be
embedded and shared via blogs and
social networks; pure marketing
applications that serve as virtual CRM
tools for brand loyalists

18. Widgets & Utilities Snapshot
 TOOLKIT
◦ “Widgetized” blogs and videos, social network applications, branded
utilities like calculators, news feeds, etc.
 OPPORTUNITY
◦ Eighty-one percent of US Internet users viewed or used a widget in 2007
*Forrester
◦ Most popular widgets are in the form of Facebook applications and
Google gadgets that exist on personal homepages
◦ Widgets can be developed much faster than entire Web or micro sites
and serve a similar purpose