COSLA PArt III - By Karen Ann Exconde

1. Tactical Marketing
Applications in Digital
Economy
COSLA Part III
By: Karen Ann Exconde

2. CHAPTER 8 – HUMAN – CENTRIC MARKETING
FOR BRAND ATTRACTION
• Understanding Humans Using Digital Anthropology
• Building the 6 Attributes of Human-Centric Brands
• Summary: When Brands Become Humans
• What are the deepest anxieties and desires of your customers?
• Does your brand possess human qualities? What can you do to make it more
human?

3. Understanding Humans Using Digital
Anthropology
BPI-Philam uses digital technology as a tool to anthropology, the
ePlan is an online facility that will enable policy owners to view
their policy information and make policy transactions online.
This facility is available 24/7, all you need is an internet
connection and a compatible web browser.
You can access ePlan from an internet-connected desktop
or laptop computer (at least 1GB RAM) and most mobile
devices (Apple and Android tablets and smart phones)
ePlan uses advanced security measures to protect your
privacy and policy information.

4. Building the 6 Attributes of Human-Centric
Brands
Winning every
moments.
• Physicality
• Intellectuality
Financial Planning is
about life.
• Sociability
• Emotionality
Improving the Lives
of every Filipino
• Personability
• Morality

5. Summary: When Brands Become Humans
BPI-Philam is a bancassurance company devoted
to provide the right insurance and financial security
for you and your loved ones
“We believe that total wellness is holistic and not just all
physical, Filipinos often forget about financial stability
when it comes to wellness because the focus is just on
working out and getting fit. The truth is you also need
good financial health if you want to keep enjoying the life
you’re enjoying now. For us at the AIA Group, total
wellness encompasses all aspects – physical, social,
emotional, mental, and financial. It is enjoying the life that
you want right now and for more years to come through a
healthy lifestyle and peace of mind.”

6. What are the deepest anxieties and desires of your customers?
Does your brand possess human qualities? What can you do to make
it more human?
Retirement
Investments
Savings for (education,
travel, home, car, etc.)
Emergency Funds
Yes…Financial planning is about life.

7. CHAPTER 9 – CONTENT MARKETING FOR
BRAND CURIOSITY
• BPI-Philam is a partnership between two icons of the financial industry who are
devoted to helping you achieve the financial security and prosperity you deserve.
What is the content that you think will be valuable to your customers?
• We want to genuinely engage in your life and recognize the potential challenges to
protect what matters, prepare for the unexpected and prepare for a better brighter
future.
How can the content tell a story about your brand?
• Life experience is the most valuable content that we can share through social media
marketing by simply sharing individual own story of having a financial plan,
enjoying the retirement, financially stable, worry-free in case of uncertainties and a
child receiving the diploma. These are happy moments, winning every moment of
every policy holder. #WinTheMoment
How do you plan to execute your content-marketing strategy?

8. CHAPTER 10 – OMNICHANNEL
MARKETING FOR BRAND COMMITMENT
 What are the most important customer touch points and channels for
your business?
 Have you aligned the channels to support seamless and consistent
experience?
 What is the key success factor in your industry? How can you learn
from other industries?

9. iPos
Interactive Point of Sale
– Life Made Easy

10. What is the
key success
factor in your
industry? How
can you learn
from other
industries?
• In today’s fast changing world, even insurance need to
adapt to change, the introduction of the iOT, social media
channels, etc. From traditional application and
processing, going to places in generating of leads, today
financial industry including insurance companies are into
new business model digitally to enhance services and get
in touch with our clients. One of the key success factor is
going digital in the application process, seamless, hassle-
free, environmental friendly and convenient customer
experience.
• The introduction of video learning help us more in
sending our messages to our customers. The rise of social
media in affecting every online users, clients awareness
drastically improve and looking for more protection. If
other industries are get into amazing products and
delighted services, like the use of biometrics, AI, chatbots,
and so on. Financial industry can do better and adapt to
promote financial literacy.

11. CHAPTER 11 – ENGAGEMENT MARKETING FOR
BRAND AFFINITY
Gamification
Promoting
Financial
Literacy in
Digital Form
Social CRM Mobile Apps

12. How can mobile Apps, social CRM and gamification help
you engage with customer?
iPos ePlan
Ways to improve customer
experience in mobile apps:
• Find the right moment
• Ask the right people, the right
questions
• Be “Always On”
• Act on feedback
Mobile
App
Rewarded
“By collecting customer
feedback in-app
you connect directly with
your users and listen to
them in real time. There’s
no better way to get the
true voice of the customer
and be on your way to
providing a stellar in-app
customer experience.”

13. BPI-Philam Vitality, a science-
backed wellness program that
rewards its members for getting
healthy. It is already present in
several countries with millions
of members who earn rewards
points by adopting and
sustaining healthy behaviors.
3 simple components to help
people live healthier lives:
1. Know your health
2. Improve your health
3. Enjoy the rewards

14. Thank you.