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Platforum D2C Conference 24 June 2015: Digital Marketing Guru Panel

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Emily Morris | Acanthus Consulting - opening remarks as chair of the digital marketing guru panel at the 2015 Platforum D2C conference. Speaking on the challenges of client acquisition for robo advisers.

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Platforum D2C Conference 24 June 2015: Digital Marketing Guru Panel

  1. 1. Digital Marketing Guru Panel “Where there’s change there is opportunity” - Emily Morris Platforum D2C Conference 24 June 2015
  2. 2. The challenges • The pressure is on • It’s a service not a product • Building "trust and intimacy" • The "two humps" problem 2
  3. 3. Reasons for optimism • Pace of change • What was unthinkable 5/10 years ago is commonplace today 3
  4. 4. Invest in: Metrics mutual understanding • Marketing, sales and the C-suite need to discuss and agree • Consider reverse mentoring • Honesty • Frequent testing and learning 4
  5. 5. Invest in: The right technology support • Lack of open architecture is a problem!! 5
  6. 6. Five themes for digital marketing strategy success 6
  7. 7. 1. Listening • Invest in end client insight • Via digital and social tools • Building what consumers want not what is technically effective • Audience segments – you can’t be all things to all people • Supports big ideas not better application of available tactics 7
  8. 8. 2. Customer referral and advocacy • Traditionally wealth management’s single largest source of new business • Being harnessed effectively by Betterment • Start as you mean to go on – involve your customers 8
  9. 9. 3. It’s not just about finance • Time horizons • Literacy and numeracy • Affiliates 9
  10. 10. 4. Learn new tricks • Consumer PR : experiential (stunts) – Vanguard – Transferwise • Gameification – Allianz Riskmaster – 7IM’s app – Fidelity’s Stockcity for Oculus Rift – Flexscore & Retiready • Online and offline working together 10
  11. 11. 5. Get personal • Incorporating real or even virtual people – Social media for relationship development not just customer services – Web chat for new enquires – Video conferencing – Virtual assistants/avatars- eg iGaranti • Brand characters help create synergies and consistency across channels 11

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