Interactive marketing strategies for financial services companies
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Interactive marketing strategies for financial services companies

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My presentation made to the AGM of the Jamaica Credit Union League in May 2011 as a 3-hour workshop.

My presentation made to the AGM of the Jamaica Credit Union League in May 2011 as a 3-hour workshop.

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Interactive marketing strategies for financial services companies Interactive marketing strategies for financial services companies Presentation Transcript

  • Interactive Marketing Strategies for Financial Services Companies
    • David Mullings
  • Opportunities
      • email marketing
      • banner advertising
      • SEM and SEO
      • social media
      • blogging
      • crowdsourcing
    • Online video/Podcasts
    • Location-based services
    • Mobile
    • SMS/Text Message
    • QR Codes
    • Augmented reality
  • Why Interactive?
    • “Audience on demand” - digital will allow marketers to buy an audience instead of space in media
    • Create relationships for a new era
    • Get invited to the consumer conversation - social
  • Web 1.0 Strategy “ Pull” Strategy users website ads
  • Web 2.0 Strategy “ Push” Strategy users content users users
  • Tim Armstrong, President, Advertising and Commerce, North America, Google “ Interrupting people is not as important as being with them”
  • 4 P’s of marketing? product place price promotion
  • 5 P’s of marketing? product place price promotion people
  • 6 P’s of marketing product place price promotion people = profit
  • Overview
  • Email Marketing
  • Want to know?
    • How many people received?
    • How many people opened?
    • What did they click on?
    • Did they share it?
  • Now You Can
  • Subscriber History
  • Banner Advertising
  •  
  • Targeting Options?
    • Geo-targeting - Targeting ads based on geographic location
    • Target ads based on language
    • Target ads based on time of day
    • Behavioural targeting gaining traction
  • Search Engine Marketing (SEM)
  •  
  • SEM
    • Uses keywords chosen by you
    • Highest bid not automatically highest placed ad
    • Geo-targeting down to city level for many countries
    • Language, Time of day, etc.
  • Search Engine Optimization (SEO)
  •  
  • Online video
  • Categories
    • Informational
    • Entertainment
    • Promotional
    • Advertisements in and around video (pre-roll, mid-roll, post-roll, overlays, etc.)
  • Case Study
  •  
  • Podcasts
  • Blogging
  • Promotion and Conversation
  • Crowdsourcing
  •  
  •  
  •  
  • Super Cool Stuff
  • QR Codes
  • QR Codes
  • Augmented Reality
  • Social Media
  • Social Advertising - Does it work?
    • Focus on creating a conversation with consumers - value exchange is key
    • Couponing and custom products
  • What is Social?
    • Facebook, Twitter, etc.
    • Taking advantage of sharing
  • Facebook Page
  • Facebook Ads
  • Photos
  • Twitter Terms Crash Course
  • Tweet
  • Mention
  • Retweet
  • Hashtag
  • Location-based Services
  • FourSquare, etc.
  •  
  • Real Campaigns
  • Levi’s and Air Jordan
    • 2,323 sets only
    • US$395 per set
    • Press release
    • Facebook countdown widget
    • Sold out in 30 mins
  • Cezar
    • Mariah Carey Fan Club Remix competition
    • Original song and video
    • The RealVibez Approach
    • Results?
  • Results?
    • 45,000 views in 2 weeks
    • Placed 20th out of 1,200 entries
    • Secured direct link to Nick Cannon (He likes the remix)
    • Video picked up by RE TV locally
    • Song picked up by Zip, Fame, Hot 102
    • Cezar contacted numerous times for interviews
    • Lots of blog and forum exposure
  • Purpose
    • Only one part of the marketing mix
    • “Prove that you are listening...”
    • “Awareness is over-rated. Focus on building positive opinion”
    • “Influencing Opinion is key”
  • Balancing Innovation, Results & Predictability
    • Digital age has challenges - the tyranny of ‘more’
    • Marketing is the only public function
  • Balancing Innovation, Results & Predictability
    • Get customers to see and use you differently
    • Ready, Fire, Aim - experience is better than planning
    • 80/20 rule
  • Balancing Innovation, Results & Predictability
    • Avoid the short-term trap
    • Marketplace results matter most
    • ROI total vs. Individual totals
    • What is new vs. Last year
    • Sometimes you just go for it
  • Michael Linton, SVP & CMO, eBay “ You may not need to be everywhere if it does not fit your business model”
  • Social Advertising - Does it work?
    • Not ‘social media marketing’, ‘social influence marketing’ - Terry, Avenue A|Razorfish
    • Creating a community around a brand
  • Sam Chadha’s Rules Director of Marketing, Deodorants, Unilever Director of Marketing, Deodorants, Unilever
  • The distribution strategy is just as important as the creative strategy
  • Viral is an outcome, not something you build
  • Forget about ‘cool’, ‘relevance’ is what matters
  • Create engaging, relevant and quality content for users in your target demographic
  • Social Advertising - Does it work?
    • “If you are still measuring just CTR, get a new agency”
    • Engagement matters and social applications and networks offer that in spades
  • Questions?
  • Most Relevant
  • email marketing banner advertising ppc (pay-per-click) mobile location-based services social media Most Relevant
  • Facebook
  • Facebook
  • Twitter
    • JNBS AGM 2009 and live-streaming
    • US State Dept Global Diaspora Forum
  • Twitter
  • Do’s and Don’ts
  • Have a social media policy Do
  • Have a social media policy and not communicate it to all staff Don’t
  • Be professional and true to your brand image Do
  •  
  • Misuse profile pictures Don’t
  •  
  • Ask questions and interact - conversation is key Do
  •  
  • Only focus on one-way posts instead of conversation Don’t
  • Define and measure engagement Do
  • Only measure followers and fans Don’t
  • Use ROPE model Do
  • R.O.P.E.
    • Represent your organization well
    • Own the channels and have accountability
    • Participate in conversations
    • Engage users and measure engagement
  • Assume that the youngest person in the company is the right one to manage digital channels Don’t
  • Start a blog Do
  • Start a blog and then not update it Don’t
  • Identify which channels make sense for your budget, target market and team size Do
  • Try to do too much too fast Don’t
  •  
  • Identify power users and evangelists Do
  • Ignore the complainers Don’t
  • Have a modern website Do
  • Have a modern website but not monitor traffic to make decisions Don’t
  • Retweet industry sources Do
  • Only retweet industry sources and post no unique content Don’t
  • Questions?
  • Post-click Marketing
  • Focusing on what happens after you get a user to click a link or ad
  •  
  •  
  • 5 features of good landing experiences
    • Clear call to action
    • Limited choices
    • Minimal distractions
    • Motivation & incentives
    • Progressive conversion (more than 1 page)
  • Building Blocks
    • User-centred - user experience first
    • Relevant
    • Conversion focused
    • Segmented - optimize experience
    • Tested and Optimized - A/B, Multivariate
    • Analyzed
  • Questions?
  • Final Thought
    • "Whether it's over the air or on the Internet, it's about content, and online it's our strategy to reach people wherever they are and bring our content to them."
    • Leslie Moonves, President and CEO, CBS Corp.
  • Recommended Reading
    • Please leave feedback on
    • facebook.com/davidpmullings
    • David Mullings
    • [email_address]
    • linkedin.com/davidmullings
    • 407-513-2801