The modern #marketing approach puts customers at the center of everything they do. And the Financial Services Domain is no exception to this. The Industry, which is currently undergoing a massive disruption, technology enabled. Digital Marketing will be a catalyst in driving the Multichannel, Data-Driven, Relevant, Personalised and Real-time CUSTOMER CENTRICITY. This is my Keynote presented at the Fintech Re-Imagined Conclave in Mumbai.

1. Building a Better
Mouse Trap Using
Digital Marketing for
the Financial Services
FINTECH RE-IMAGINED
RUPALI KRISHNA
DIRECTOR MARKETING & DIGITAL STRATEGY
TECHUBIQUITY LTD – CONSULTING. MARKETING. TECHNOLOGY.

2. Financial Services –
a Balancing Act
Meeting the interests of all stakeholders –
investors, wealth managers, manufacturers and regulators
2

3. Financial Services – a Balancing Act
The Industry which operates
under the strict regulatory
compliance, re-engineering
business models to build “trust”
as a core value assertion across
all stakeholders.
3

4. Understanding the Financial Services Customer Life Cycle
4
CUSTOMER
RETENTION
1
2
3
4
6
7
8
CUSTOMER
ACQUISITION 5
“I TRUST my Advisor”
“I usually look for a
research ON THE GO
on my iPhone when
I am waiting for my
Flight Boarding”
“I have CONFIDENCE as they
seem to have expertise & solid
foundation” “My Advisor doesn’t
PUSH Products”
“I love their VIRTUAL experience,
provides me a seamless banking”
“I do eSign my
Papers & enjoy
CONVENIENCE of
Paperless banking”
“I am CONFIDENT
that in case of any
issues, it will be
resolved
promptly”
“My Advisor HELPS in all
of my investment matters,
as my life’s goal changes”

5. CUSTOMER
RETENTION
1
2
3
4
6
7
8
CUSTOMER
ACQUISITION 5
“I TRUST my Advisor”
“I usually look for a
research ON THE GO
on my iPhone when
I am waiting for my
Flight Boarding”
“I have CONFIDENCE as they
seem to have expertise & solid
foundation” “My Advisor doesn’t
PUSH Products”
“I love their VIRTUAL experience,
provides me a seamless banking”
“I do eSign my
Papers & enjoy
CONVENIENCE of
Paperless banking”
“I am CONFIDENT
that in case of any
issues, it will be
resolved
promptly”
“My Advisor HELPS in all
of my investment matters,
as my life’s goal changes”
And what really our Customers’ value?
5
Clarity, Transparency, Performance, Trust, Domain Expertise, Organisational Culture,
Core Values Assertion, Commitment, Confidence, Empathy, Loyalty, Speed,
Collaboration, On-The-Go, Multichannel, Personalised, Relevant, Real-time
Engagement, Consistent Experience, and the Convenience of the Virtual World
THE HOLISTIC EXPERIENCE
The Empowered, Hyper-connected Customers are challenging the Status-quo with their DIY Attitude
Thus Digital Transformation is playing a crucial role in improving Operational
Efficiency and Delivering Experiences across the Customers’ Journey.

6. Let’s take a scoop of the major challenges in Customer
Acquisition in Financial Services Domain
6
64%
15%
6%
4% 11%
Factors contributing to lack of trust (% of respondents)
Lack of ethical culture
Poor government regulation and
enforcement
Market micro structure
I don't think there is lack of trust in the
finance industry
Others
Source: Global Market Sentiment Survey 2015, CFA Institute

7. The Digital Marketing Opportunity
In Driving Customer Centricity.
7

8. Digital Marketing – A Catalyst in Driving the Financial
Services Customer Centricity
MOBILE FIRST
PERSONALISEDRELEVANT
REAL-TIME
MULTICHANNEL
CONSISTENTCONVENIENT
TARGETED
AUTOMATED MARKETING
ENHANCING MANAGEMENT VALUE CHAIN
SMART APPS
CONTENT MARKETING
INTERACTIVE
EASE OF USE
INTELLIGENT UX & UI
DATA-DRIVEN BUSINESS MODELS
ESTABLISHING THOUGHT LEADERSHIP USING MEANINGFUL CONTENT
COLLABORATIVE
CONVERSION RATE OPTIMIZATION
MARKET OUTREACH – PENETRATION & EXPANSION
IMPROVING EMPLOYEE PRODUCTIVITY & INTERNAL COMMUNICATIONS

9. Digital Marketing Trends shaping the Financial Services
▸ Dynamism, Flexibility in Paid & Search Marketing Set up -
Keywords, your bids and campaigns that match Customers’
Financial Requirements throughout the year.
▸ Apps and Smart Mobile UXs Critical for the Digital Success
▸ UX & UI Fuelling Conversation Rate Optimization & Data Driven
Marketing Modelling engaging with the Digital Consumer
▸ Seeding Content across Social & Viral to aspire actions & sharing
- majority of Image, video and social messaging platforms

10. Digital Marketing Strategic Imperatives & Practice
▸ App, Mobile, Web Platforms – Defining UX UI that defines Engaging & Seamless Experience for
Customers – Multichannel, Multi-devices – Optimizing Access to Conversation ratio;
▸ The Mobile first - Intelligent Smart Apps – use of functionalities viz. biometric logins, Push
notifications, AI in mobile apps etc.
▸ Content Marketing which aligns with the Search Engine & AppStore Optimization (SEO)
Strategies for increasing brand signals and be perceived as thought leader
▸ Social Media – Building networks that network, advocates, multiplies - virally.
▸ Targeted Marketing focussed approach for new Customer Acquisition using Search, Social &
Paid Media
▸ Data driven analytics based marketing model – unified customer view using variety of data sets
▸ Robo-Hybrid-Advisors, Chatbots automated for the hyper connected Millennial customers with
Do-It-Yourself Attitude

11. “I have no special talent.
I am only passionately curious.
~ Albert Einstein

12. Digital Marketing Skills that the Financial Services
Industry Needs
technology
enabled
mindsets
strategic
thinking
resilient
project
management
12

13. Building a Better Mouse Traps that engages with the
right customer segment – acquire and retain them
13
Digital Marketing can
successfully lead you to
provide customers a better
experience and ultimately
become a trusted advisor.

14. 14
THANKS!
Any questions?
You can find me on -
LinkedIn @Rupali Krishna
Twitter @rupalikd
Or write me on rupali@techubiquity.org.uk