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| © 2016 ORM | Private & Confidential
This time it’s personalOpportunities & challenges for digital one-to-one marketing in BtoB Financial Services
Andy FarmerExecutive Strategy Director, [email protected]
@ormlondon
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
A digital strategy agencyBut first… who are ORM?
Financial Services
Travel, Media & Consumer
| © 2016 ORM | Private & Confidential
Contents
1. The business case for digital one-to-one marketing
2. Where is it heading?
3. Current ‘on the curve’ initiatives
4. Considerations for FS marketers
5. Closing thoughts and opportunities
| © 2016 ORM | Private & Confidential
The business caseFor digital one-to-one marketing
| © 2016 ORM | Private & Confidential
Trusted relationshipsHNW and Intermediary relationships are face to face aren’t they?
| © 2016 ORM | Private & Confidential
But that’s changing
'Face-to-face meetings are the bedrock of wealth management relationships, but once trust is established many clients are more than happy to take advantage of the whole gamut of modern communications methods’.
'We regularly speak to users in their 70s and beyond who say that things like online portfolio access are a real priority for them.'
Face to face need is contextual
Findawealthmanager.com co-founder Lee Goggin
Ref: The Futurewealth Report 2015 (NPG and SEI)
4
5
10
0
2
4
6
8
10
12Perceived quality of the relationship
Meetin
gs per year
Poor Excellent
Amer
icas
Euro
pe
Asia
Pac
ific
| © 2016 ORM | Private & Confidential
Financial advisors are digitising“If you want to work with 30-year-olds, you need to use social media.”
85Of FAs have smartphones
%
70of IFAs are already using social networks for business
%
83of DFMs use social media (specifically LinkedIn)
% 29have gained $1m or more in assets through this
%
49of IFAs have acquired new clients via social
%
Ref: * Financial Adviser Magazine survey; **Pew Internet survey *** Different research
| © 2016 ORM | Private & Confidential
And they engage with brands that can provide valuable insight
Ref: Puttnam Investment Survey
| © 2016 ORM | Private & Confidential
‘If you go to a seminar and you hear something interesting, that will draw your attention and you may
investigate that a little bit further’
Webinars are catching up with events
‘I am quite into webinars because you don’t have to leave your office and you can still divide your attention
and work on other things while it is on’
‘But often, with a fund manager, there will be very little generic and it will all be about ‘How I picked my fund’
‘It might look great on my CPD but it does nothing really in terms of informing me. Some of them are too
wrapped up in their own little bubble’
42of FAs participate in live webinars or watch previously recorded events online
% 37of DFMs want online or downloadable version - the same as printed
%
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
‘I’d read an article over an advert’
Brand marketing and advertising is less valued
‘If there is a technical article, I will read it. If it’s an advert, I will flip it over’
‘I have to say, I am not very swayed by investment advertising’
‘I have opened the paper to read the financial news. Anything that comes out is not relevant … bin’
Ref: *BDifferent survey 2016
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
‘Emails are really good because you can pick them up as and when, unlike with phone calls from reps which
can interrupt what you are doing’
Email has to be focused and targeted
Ref: * Bdifferent research
‘Emails quickly triggered off the back of a recent event….. like post Paris aftermath’
‘I certainly can’t sit there and look at every emailfrom every potential fund manager or investment
house. It’s just not possible’
‘As a general rule, you tend to stick with those you know and are supported by…’
| © 2016 ORM | Private & Confidential
Key themes for professional audiences
Time scarcity More noiseMore advertising
More channels
Frustrations
More relevance AuthenticityAlways onMore
convenience
Expectations
| © 2016 ORM | Private & Confidential
Where is it heading?And current ‘on the curve’ initiatives
| © 2016 ORM | Private & Confidential
Ask Watson
Computers that learnTaking the strain out of relationship management with cognitive computing and artificial intelligence
Tim: I would like to identify new leads based on my current client network
Watson: I have identified eight new leads. I have ranked the leads by confidence of suitability for you.
VIDEOS HERE
| © 2016 ORM | Private & Confidential
What’s currently ‘on the curve’ digitally?
Which one area represents the single best opportunity for your company to deliver on its priorities?
Ref: Econsultancy/Adobe Digital Trends
| © 2016 ORM | Private & Confidential
Specific initiatives we are seeing
Preference centres and
Dropbox tools
Audience specific portals
Content personalisation
based on browsing
Automated alerts
For ‘professional’ audiences
Multichannel campaign
automation
Focus on digital KPIs
and reporting
tools
Content Hubs &
compliance automation
Audience segmentation and personas
Internally
| © 2016 ORM | Private & Confidential
Preference centres & automated alerts
| © 2016 ORM | Private & Confidential
Preference centres & automated alerts
| © 2016 ORM | Private & Confidential
Promise of bespoke content, webinars and tools if you register
| © 2016 ORM | Private & Confidential
But one size fits all content
| © 2016 ORM | Private & Confidential
Personalisation still isn’t being fully exploited
Which of the following statements best describes your company’s ability to deliver personalised customer experiences?
Ref: Econsultancy/Adobe Digital Trends
| © 2016 ORM | Private & Confidential
Personalisation in other sectors
19Increase in conversion through personalisation
%
Ref: Econsultancy
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Mark Simmons
Independent Financial Adviser
• £100m AUM
• Tier 2 prospect. Some fund selection capability
• No previous relationship with the asset manager
• Currently seeking new investment opportunities for his clients
How could it work for FS?
| © 2016 ORM | Private & Confidential
Mark attends roadshow event and
meets relationship
manager
1 2 3 4 5
Mark’s journey
• Event attendance• Business Card• Word of mouth information• Interests
| © 2016 ORM | Private & Confidential
Mark attends roadshow event and
meets relationship
manager
1 2 3 4 5
Relationship manager
contacts Mark via personal
Mark’s journey
• Event attendance• Business Card• Word of mouth information• Interests
• Email opening• Link clicked
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Brexit article from our conversation
Good afternoon Mark,
It was great meeting you at the event. As promised please find below the article we talked about.
Insight article
Brexit referendum: polls and
possibilities
Personal email
| © 2016 ORM | Private & Confidential
Mark attends roadshow event and
meets relationship
manager
1 2 3 4 5
Relationship manager
contacts Mark via personal
Mark engages with an article of
interest
Mark’s journey
• Event attendance• Business Card• Word of mouth information• Interests
• Email opening• Link clicked
• Prospect record matched• Article read• Dwell time• Return visits• Other pages viewed
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Article landing page
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Digital experience platform
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Fund explorer
25 pts
Fund page
50 pts
Factsheet download
75 pts
Call Back Request
100 pts
About us page Insight article KIID Download Webinar sign-up
Media Fund explorer with benchmark Insight explorer Conference attendance
Asset class page Campaign Page Email conversion Contact request
Like on Linkedin
Engagement scoring
| © 2016 ORM | Private & Confidential
Mark attends roadshow event and
meets relationship
manager
1 2 3 4 5
Relationship manager
contacts Mark via personal
Mark engages with an article of
interest
Mark’s engagement score
increases as he interacts more
Mark’s journey
• Event attendance• Business Card• Word of mouth information• Interests
• Email opening• Link clicked
• Return visits• Insights read• Funds explored• Interactions on the site
• Prospect record matched• Article read• Dwell time• Return visits• Other pages viewed
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
Fund explorer Fund page Factsheet download Call Back Request
About us page Insight article KIID Download Word of Mouth
Media Fund explorer with benchmark Insight explorer Conference attendance
Asset class page Campaign Page Email conversion Contact request
Like on Linkedin
Fund explorer
25 pts
Fund page
50 pts
Factsheet download
75 pts
Call Back Request
100 pts
About us page Insight article KIID Download Webinar sign-up
Media Fund explorer with benchmark Insight explorer Conference attendance
Asset class page Campaign Page Email clicked Contact request
Like on Linkedin
Total: 625 pts
Engagement scoring
| © 2016 ORM | Private & Confidential
5
Mark is a hot prospect for a
one-to-one call
Mark is a hot prospect!
| © 2016 ORM | Private & Confidential
The implicationsWhat does this mean for FS marketers?
| © 2016 ORM | Private & Confidential
A personal experience requires operational planning
CRMUser contact details
User preferences
User behaviour
Content personalisation
Prospect/Client visualisation
Relationship manager
| © 2016 ORM | Private & Confidential
And a rethink of how you approach analytics
Last Month our marketing efforts resulted in:
• 50,000 x 0 Value pts “Anonymous Visitors”
• These turned into 2,000 x 75 Value pts “Qualified Visitors”
• We expect these to generate 100 x 100 Value pts “Prospects” this month
• These 100 “Prospects” should convert into 50 meetings for our relationship managers
• Typical conversion rates suggest an increase of AUM of £££
Last Month our marketing efforts resulted in:
• 50,000 site visits!
• 6,000 fund page views!
• 500 alert registrations
• 1,500 Email Opens, resulting in 300 clicks!
• 200 Facebook “Likes”!
• 400 Factsheet Downloads!
75 of CEOs want marketers to become 100% ROI focused
%
Ref: Fournaise Group study of CEOs
| © 2016 ORM | Private & Confidential
Using and combining new tools to uncover data driven insight
What Where
High level performance
reporting
Media, touchpoints, sections and pages
Who
Users and personas being affected?
When
When in their journey is this happening?
Why
Why do they think it is happening?
| © 2016 ORM | Private & Confidential
CoreTools
OptimisationLayer
IntelligenceLayer
Using and combining new tools to uncover data driven insight
Commercial performance
Visualisation(Tableau, Business objects)
Engagement CRM/Sales
SessionReplay
AudienceFeedback
| © 2016 ORM | Private & Confidential
Understand content and its value
2015‐10 2015‐11 2015‐12 2016‐01Month
Financial Advisers – visits by site area
Fund centreDocument libraryInsightsAbout us
15Download factsheets from insights
% 42Non-bouncers looked at related content
%
Ref: Aviva Investors
| © 2016 ORM | Private & Confidential
Understand your audience journeys, throughout their relationship with you
Initial research and fund long-listingExecutionMonitoringCustomer Journey: Adviser
| © 2016 ORM | Private & Confidential
Closing thoughtsThe opportunity
| © 2016 ORM | Private & Confidential | © 2016 ORM | Private & Confidential
There’s never been a better time to be an FS marketer
• Openness of your audiences to interact digitally
• Lots of data and insight to create compelling ideas and business cases
• Limitations of DCOEs are starting to become apparent
• Marketers provide the glue between the customer and the business
| © 2016 ORM | Private & Confidential
But you can’t ignore customer experience
43Of CMOs own the customer experience in their organisation
%
Ref: Forrester
| © 2016 ORM | Private & Confidential
Cross discipline collaboration with marketing as its glue
Chief (Digital)
Marketing Officer
Data
Technology
Compliance
Operations
Finance
Sales
Customer Experience
Product/Content
| © 2016 ORM | Private & Confidential
Thank you
Andy Farmer / Executive Strategy Director
@ormlondon