Wh webinar for financial services

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White Horse shares digital strategies to help financial service provides to break away from competitors in 2010.

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  • Wh webinar for financial services

    1. 1. Digital Marketing for Financial Services: Top 10 Trends for ‘10
    2. 2. <ul><li>Trend 1: More financial applications will be socialized. </li></ul>Financial services’ first forays into social applications were largely for fun, a way of increasing and reinforcing brand awareness. .
    3. 3. <ul><li>Trend 1: More financial applications will be socialized. </li></ul>But as social media marketing matures, financial brands will focus more on delivering useful tools in the places where Web users spend the majority of their time. .
    4. 4. <ul><li>Trend 2: Financial decision-making is also socialized. </li></ul><ul><li>Consumers become less reliant on financial brand sites as primary information sources as other sources become more available. </li></ul><ul><li>Those sources also become more reliable, vetted by other consumers and more established in their focus and reputation </li></ul><ul><li>Example: the blog Consumerist.com has 500k visits/month; 57% of its visits are from brand name searches. </li></ul>
    5. 5. <ul><li>Trend 3: The hyper-educated financial consumer </li></ul>We can expect consumers to arrive at financial sites knowing more than ever about their options.
    6. 6. <ul><li>Trend 3: The hyper-educated financial consumer </li></ul>This changes the informational role of the financial services site; 101 is still important, but providing ways to advance decision-making is paramount.
    7. 7. <ul><li>Trend 4: The rise of financial service account aggregators. </li></ul><ul><li>Aggregators like Mint, Geezeo, and MoneyStrands take away some of the account management role of financial services sites. </li></ul><ul><li>In the long run, this limits opportunities for cross-sell, forcing financial service sites to step up relevance and functionality. </li></ul>
    8. 8. <ul><li>Trend 5: Customization is king. </li></ul><ul><li>New consumers weaned on personalization expect more products to be customizable, and they’ll give their loyalty to products that allow them more self-expression and better choices </li></ul><ul><li>CapitalOne’s CardLabs got positive buzz as a tool with lots of customization options that allowed users to evaluate trade-offs easier (though the site is now defunct) </li></ul>
    9. 9. <ul><li>Trend 5: Customization is king. </li></ul>But customization is valuable even at the selection level, i.e., letting customer choose different ways of looking at the same information.
    10. 10. <ul><li>Trend 6: The next must-have data set: social media monitoring </li></ul><ul><li>The monitoring market is starting to mature, though a common set of metrics has yet to be established. </li></ul><ul><li>Our recommendation: don’t wait for standardization. Choose the right tool and begin monitoring now. </li></ul>
    11. 11. <ul><li>Trend 6: The next must-have data set: social media monitoring </li></ul><ul><li>Why? Because the qualitative data you gather on conversations about your brand is far more important than the quantitative. </li></ul><ul><li>And brands can’t afford to be slow reacting to outbreaks of negativity; in social media, bad news gets halfway around the world while good news is still getting its shoes on. </li></ul>
    12. 12. <ul><li>Trend 7: Marketers embrace social media marketing’s true role. </li></ul><ul><li>Social media marketing efforts work best alongside more traditional marketing techniques; even brands with a large social media presence will continue to rely primarily on advertising for awareness </li></ul><ul><li>Social media success can’t be measured in number of hits, despite what many practitioners claim. It’s about increased relevance. </li></ul>Ford’s 2008 social media impressions Ford’s 2009 display advertising impressions 90,000,000 13,221,358,000
    13. 13. <ul><li>Trend 7: Marketers embrace social media marketing’s true role. </li></ul>Marketers that embrace this role will find useful ways to integrate traditional and social media to keep the conversation going.
    14. 14. <ul><li>Trend 8: The money follows measurability. </li></ul><ul><li>Emerging channels continue to grow as brands play catch-up. </li></ul><ul><li>Display advertising holds steady; look for it to increase more rapidly as financial brands catch on to advanced targeting and better measurability </li></ul><ul><li>But paid search remains the workhorse; measurable, safe, and dependable </li></ul>
    15. 15. <ul><li>Trend 8: The money follows measurability. </li></ul>The increased investment in digital channels largely comes at the expense of traditional channels, especially print
    16. 16. <ul><li>Trend 9: The de-centralization of your Web site </li></ul>People now interact with brands on review sites, blogs, social network pages, video sites, etc. as much as on Web sites.
    17. 17. <ul><li>Trend 9: The de-centralization of your Web site </li></ul>In both B2B and B2C marketing, this means disseminating your content in places where it can be found – don’t depend on users getting it on your Web site.
    18. 18. <ul><li>Trend 10: Marketers will call on White Horse for help with Trends 1-9. </li></ul>Thank you! Eric Anderson, VP of Emerging Media [email_address] www.w h itehorse.com | Twitter: @whitehorsepdx | Blog: http://community.whitehorse.com

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