1. Digital communications in the 21 st century A presentation to Maxine Cameron, Marketing Manager and Corinna Lattibeaudiere, Resourcing Consultant, People & Culture, AXA DS by George Ladds
2. “ Today we encounter over 5,000 ad messages a day.....making it harder for us to engage with the consumer.” The Future of Interactive Marketing – Team Digital
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Editor's Notes
We live in a communicative world as the message shows
Research with target IFAs Most of the IFAs I spoke to did not touch the trade papers but preferred specialist websites (trustnet, wainwright news, provider sites) IFAs liked email, they could choose when and whether they read it Key to email was whether it was interesting and relevant
Research with target IFAs Most of the IFAs I spoke to did not touch the trade papers but preferred specialist websites (trustnet, wainwright news, provider sites) IFAs liked email, they could choose when and whether they read it Key to email was whether it was interesting and relevant
Analogy of an onion – you have the top surface but you need take of the layers Comment in this presentation only covering those you want to work with – customer base for tomorrow recognising where we are today
Likely to deal with the chairmen or chief executive Detachment from the market Likely to have panels More ground to cover for smaller returns
Hungry to talk – already looking Want to be involved See it as a way of transforming their business but a long term commitment (2 to 5 years) Some of the people I was talking to are already talking to AXA If AXA are looking to drive the build from the ground rather than impose from the top then to quote one IFA you have “like minded people talking to one another”
Those who I spoke to are actively looking to tie into one Wrap or possible two In the main they are looking for Wrap providers with financial backing, those who are going to be around for the long term (AXA, Standard Life seem to be favourites but also Skandia and Selestia) Have concerns over the smaller Wrap providers Its the drivers of the business who see the value of wraps over the long term, for example the back office savings through better reporting
AXA can be the adviser champion at the forefront of the new financial revolution in the UK IFAs want to talk to AXA They know the Wrap isn’t there yet but there is a commitment They want to be involved with its growth
Research I carried out shows They like relevant email They are being turned onto blogs, videos and podcasts but they need to be short and relevant Other forms like using mobiles to communicate are seen as intrusive
This is a long term commitment We can put in place fancy direct communications but its not all about that IFAs want to see Long term commitment to the market They need to be reassured you are going to deliver on your promises That you are prepared to suffer short term losses for long term gain If we can engage with them in a way that gives them that reassurance and deliver on that then we are half way there
IFAs still like email but it must be relevant to them Podcasts – the IFAs I spoke to are either using podcasts or turning to podcasts for information – again being short and relevant is key Online videos is similar to podcasts and carries favour – its easy for them to engage
The IFAs I spoke to are not using blogs at the moment One IFA I spoke to is considering building into their site so that they can engage better with their customers and vice versa The IFAs like this idea as a way of listening to what the customer wants and getting an understanding of this
So this is what I would do if this was my project I would approach it as follows: Identify our audience Vital to know what customers we want to focus in the future even before we start to talk about the right forms of digital communication Understanding the ..... Not driving top down but driving from the IFAs perspective (ie listening customers and keep listening) Agree on the message and ensure consistency We can only do once we have agreed on 1 & 2 This should happen in any business Select the best mix of digital communication Some are more relevant to different customer types What you use for today’s IFAs could be very different to what you use for tomorrow’s IFAs (online training school) Develop sales strategy Should have developed mechanism to overcome objections Should be able to anticipate surprises Implementing the strategy Organisation approval Go ahead Continuous monitoring and assessment We talk to them upfront We need to keep talking to them Everything must be consistent with the overall marketing strategy of the group
In conclusion - All the research I have done I honestly believe that there is an opportunity to develop this position and there are IFAs are want to talk to you and be involved. Some of the people I spoke are already in contact with AXA on this very thing. Thank you
