This document discusses the disruption of traditional retail banking by non-traditional banking options. It notes billions lost in revenue, challenges to brand loyalty, and rapidly changing customer expectations and technologies. It states that established tech companies and fintech startups are entering financial services with new offerings that appeal to diverse groups like millennials. Peer-to-peer lending platforms are allowing customers to bypass retail banks for loans. The document advocates that banks improve understanding of individual customers, accelerate digital transformation, and deliver improved mobile banking experiences to meet changing customer needs.
In this presentation we will talk about the process of “Marketing in Banking Sector” and its effect on the sector as a whole and services of individual Organization.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
In this presentation we will talk about the process of “Marketing in Banking Sector” and its effect on the sector as a whole and services of individual Organization.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Digital Marketing Strategy for ICICI Bank - Assignment Shrishti Gupta
Assignment for Certificate Program - Digital Marketing: Customer Engagement, Social Media, Planning & Analytics by Columbia Business School Executive Education and Emeritus Institute of Management.
Axis Bank marketing strategy presentation submitted as part of group assignment on Marketing Strategy by our SMP09 group. Presentation submitted to Prof. Ramanuj Majumdar, IIMC Kolkata.
Product mix
Pricing mix
Place
Promotion mix
People
Process
Physical evidence
It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non life insurance, venture capital and asset management.
Currently, it has subsidiaries in the UK, Russia, Canada, branches in the US, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai international Finance Centre and representative offices in UAE, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia.
It’s equity shares are listed in India on BSE and NSE.
Services Marketing has different service sectors. And Banking is one of them. This is a presentation which includes all the necessary information about a banking service and the extended marketing mix, i.e. 7 P's.
A comparative study of retail banking strategies adopted by various private s...Projects Kart
A comparative study of retail banking strategies adopted by various private sector bank (compared with axis bank to other banks i.e. icici bank & hdfc bank)
Digital Marketing Strategy for ICICI Bank - Assignment Shrishti Gupta
Assignment for Certificate Program - Digital Marketing: Customer Engagement, Social Media, Planning & Analytics by Columbia Business School Executive Education and Emeritus Institute of Management.
Axis Bank marketing strategy presentation submitted as part of group assignment on Marketing Strategy by our SMP09 group. Presentation submitted to Prof. Ramanuj Majumdar, IIMC Kolkata.
Product mix
Pricing mix
Place
Promotion mix
People
Process
Physical evidence
It offers a wide range of banking products and financial services to corporate and retail customers through a variety of delivery channels and through its specialised subsidiaries and affiliates in the areas of investment banking, life and non life insurance, venture capital and asset management.
Currently, it has subsidiaries in the UK, Russia, Canada, branches in the US, Singapore, Bahrain, Hong Kong, Sri Lanka, Qatar and Dubai international Finance Centre and representative offices in UAE, China, South Africa, Bangladesh, Thailand, Malaysia and Indonesia.
It’s equity shares are listed in India on BSE and NSE.
Services Marketing has different service sectors. And Banking is one of them. This is a presentation which includes all the necessary information about a banking service and the extended marketing mix, i.e. 7 P's.
A comparative study of retail banking strategies adopted by various private s...Projects Kart
A comparative study of retail banking strategies adopted by various private sector bank (compared with axis bank to other banks i.e. icici bank & hdfc bank)
Richard Palczynkski
A world class mind-set
Successful change - good culture and governance matter
APM Governance Specific Interest Group Conference
London, 06 Oct 2016
FIMA's latest whitepaper evaluates how financial services companies are managing the challenges posed by data quality management. By analyzing which data types and data characteristics businesses are struggling with, it uncovers the true business costs associated with data quality. It will also gauge how data governance programs are maturing and how they are being measured. Finally, it assesses how data is being managed within financial institutions.
Key findings include:
Data quality has never been more important for financial institutions, but most of those companies feel their data is only mediocre: Quality data serves a myriad of central business goals, from risk reduction to increased productivity. Unfortunately, many businesses continue to struggle with data quality, despite the fact that four-fifths of them have it ranked as a top priority.
The top two business functions impacted by poor data quality are regulatory compliance and risk management: Because these concerns tend to be the most important drivers of data quality, many financial institutions see data governance as a “must-do,” rather than a ROI-boosting activity. Furthermore, the vast majority of financial services companies can not quantify the business cost of poor data quality.
Financial institutions vary greatly in the maturity of their data governance programs: Data governance cannot be overlooked – unsurprisingly, businesses with formalized data governance programs reported that their data was higher quality than most other groups.
Data quality management requires close collaboration between business and IT leaders: That collaboration already exists for 83% of respondents in this study, who say that IT and business leaders work together to manage data quality in their organizations. However, the tools these businesses use to manage their data are not all equal, leading to an uneven allocation of resources.
RWDG Webinar: Achieving Data Quality Through Data GovernanceDATAVERSITY
Data quality requires sustained discipline around the management of data definition and production. Data Governance is a large part of that discipline. The relationship between how well data is governed and the quality of the data is obvious. You cannot have high quality data without active Data Governance.
This month’s Real-World Data Governance webinar with Bob Seiner addresses how to improve data quality through the application of Data Governance practices. Quality starts with a plan and requires formal execution and enforcement of authority over the data. Attend this webinar and take away a plan to achieve data quality through Data Governance.
In this webinar, Bob will discuss:
• How Data Governance leads to data quality
• Core principles of Data Governance and data quality success
• Quality metrics based on governance practices
• Relationship between quality and governance roles
• Steps to achieve quality through governance
Mobile in Banking and Finance - What Make Sense and What Notr4b
In recent years, the banking & financial services industry has been undergoing rapid changes, reflecting a number of underlying developments. Internet, wireless technology, and global straight-through processing have created a paradigm shift - from brick-and-mortar banks to banking virtually across time zones, geographical locations, access points and delivery channels. Today Mobile revolution has disrupted banking industry and this presentation provides a detailed discussion about issues of Mobile Banking.
It is a short presentation showing different marketing principles used by HSBC. It also shows their campaigns and how they capitalise different customer niches.
Ciervo Ahumado de la Patagonia. Inspirado por nuestros verdes machines, los cristalinos lagos y los armoniosos movimientos de flora y fauna. Te invitamos a descubrir la naturaleza como protagonista.
To succeed in the Internet age, insurance marketers have to be more nimble, more innovative and better able to communicate with their customers, both for themselves and through their partner ecosystems. IBM’s Commerce portfolio for Insurance can help insurers achieve their marketing engagement goals. Insurance industry marketing executives need to reach prospective and current policyholders in context at every point of the purchase process by innovating personally relevant and rewarding experiences that draw customers in and keep them engaged. IBM’s Commerce portfolio helps insurance marketing leaders take an integrated approach to customer engagement.
Retail Banking: Delivering a Meaningful Digital Customer ExperienceCognizant
To compete effectively, banks must fully adopt digital technologies to enhance customer experience, by providing mobile banking, omni-channel banking options, digital personal financial management, and more.
Digital Transformation is far beyond just moving from traditional banking to a digital world. It is a vital change in how banks and other financial institutions learn about, interact with and satisfy customers.
The future of banking - how the banking industry needs to adopt itself to digital advances and focus on improving the customer experience. Banks have to adopt a strategic mindset to sustain.
Access to data for your business today is easy. Making fact-based value added decisions from critical information – that’s the hard part. MindStream Analytics is a boutique consulting firm specializing in the implementation and optimization of best of breed business analysis and financial systems solutions. We focus on solving complex data analytics issues to enable fact-based decision making for our clients.
MindStream Analytics is a leading consulting firm focused on helping clients improve business understanding and decision making. With years of experience in the analytics and Business Performance Management area, MindStream offers services ranging from software selection and implementation to best practices for financial planning.
The Art of Banking: How to Accelerate Your Customer JourneyAppian
Commercial bankers operate in a highly complex
environment. With a digital platform, bankers can take
advantage of immediate on-boarding improvements
and advance their digital transformation strategy to win
the customer at digital speed.
Learn even more about accelerating you customer journeys in this in-depth blog: http://ap.pn/2eYQQTo
Impulsar el negocio de los medios de comunicación gracias al Big Data con IBM...ACTUONDA
Impulsar el negocio de los medios de comunicación gracias al Big Data con IBM.
Presentación de Elisa Martin Garijo, Chief Technology IBM Spain
@ElisaGarijo
Primer encuentro BIG MEDIA
Conectando Media, Audiencia y Publicidad con Datos
24 de junio 2014, Madrid
• Sponsor Platinum : Perfect Memory
• Sponsor Gold : Stratio, Paradigma
• Con el apoyo de : Big Data Spain, Medios On
• Socio tecnológico : Agora News
• Organizadores : Actuonda y Cátedra Big Data UAM-IBM
• Contacto : Nicolas Moulard (Actuonda) moulard@actuonda.com @Radio_20
www.bigmediaconnect.es
Customer Experience Management Transforming Financial Industry To The Next LevelFCICCM1
CXM: It’s All About The ROI! The Financial industry now is investing in Customer Experience Management (CXM) Systems as they are understanding the impact of effective & personalized communications for better customer experience (CX). For more information visit their website.
Digital intervention is a reality in today’s banking business and banks need to adapt and respond to this change to stay ahead of competition. The digital foreground has presented banks with a huge opportunity to attract new customers, lower costs, develop new propositions and business models, as also explore customer value to its maximum. To create a digital environment is now a priority for all banks and they need to undergo considerable investment for complete transformation.
The CII-PwC report titled, Banks taking a quantum leap through digital, released at CII National BANKing TECH Summit by Mr H R Khan Dy Governor RBI, Mr A P Hota MD& CEO National Payments Corporation of India and M S RaghavanChairman & MD, IDBI Bank.
Smarter campaign management engaging customers at point of maximum impactHolger Kyas
Abstract: In today’s data driven world, C2B organizations need to be innovative marketing leaders to succeed and create meaningful customer experiences. Companies who excel at this are using advanced analytics and “science fueled creativity” to engage their customers at the point of maximum impact. Hear from advanced analytics experts and leaders from Hilton Grand Vacations, Prolifics and IBM on how they are using intelligence to deliver smarter campaigns to positively affect their bottom line.
Similar to Driving change in banking bank marketing pov may2015 v 3.5 updated final (20)
This infographic highlights what Financial Services business people are thinking about their business to business data movement; regarding governance, risk and compliance. IT professionals may want to see what the business side thinks. And, business leaders may want to see what their peers are thinking.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
How To Navigate AI - The Future is Yours to Define - Tim Hayden
Driving change in banking bank marketing pov may2015 v 3.5 updated final
1. Driving Change in
Banking - Engagement
in the world of
empowered individuals
IBM Commerce for Bank CMOs
Marketing POV, May 2015
2. Retail banking is actively being disrupted by non-traditional banking:
Billions in revenue gone
Challenge to brand loyalty
Ever-changing regulations
Rapidly changing technology
Evolving security imperatives
Trust issues after financial
crisis
Social imperatives
“Nobody needs banks but everyone needs banking.”
- Heather Cox, Chief Client Experience, Digital and Marketing Officer for Global Consumer Banking @ Citi
DisruptiveForces
of Millennials “more excited
about a new offering in financial
services from Google, Amazon,
Apple, PayPal or Square than
from their own nationwide bank,”
Source: Viacom’s Millennial Disruption Index
Established tech companies such
as Apple, Amazon, and Square are
entering financial services with mobile
technology, new lending processes,
and improved security practices.
Fintech start ups in emerging and
developed markets cater to diverse
customers (millennials, unbanked,
underbanked) with new low-cost
tech such as mobile payments and
services that replace branches.
Peer-to-Peer lending and
Crowdsourcing platforms such as Sofi,
Common Bond, Lending Club, and
Kickstarter are allowing customers to
bypass retail banks for loans.
Sources: (1) Viacom Report (2) Blue Point Solutions Banking Disruption (3) American Banker (4) Investopedia (5) Economist: Article on
P2P (6) Bank Tech (7) Business Insider ($4.7tr stat)
trillion in revenue for traditional
financial services at risk of
being displaced by new tech-
enabled entrants.
Source: Business Insider
billion, in 2013 loans raised by
NA’s two largest P2P lenders,
Lending Club and Prosper, up from
$871m in 2012.
Source: Economist
73%
$4.7
$2.4
Millennial customers
3. 2
72% of CEOs are
making major
changes to
understand their
customers’ individual
needs
35% of the general
population is
influenced by social
media, vs. 52% of
Gen Y (Millennials)
The Smartphone is the
omni-present channel
for sharing and 91%
keep the phone close
and access it up to
150 X a day
What’s changing in the world of Banking client engagement
4. Source: IBM Institute for Business Value CEO Study; and the CMO study
CXO’s realize they must improve their understanding of individual customers and respond faster to their needs
Change is required to meet customer expectations
Improve understanding of individual customer needs
Improve response time to market needs
Harmonize customer experiences across channels
Include customers across product / service life cycle
Increase transparency and corporate accountability
Increase social and environmental responsibility
72%
68%
67%
44%
55%
38%
The most prominent challenges for Chief Marketing Officers
Data explosion1
Social media2
Growth of channels and devices3
Shifting consumer demographics4
71%
68
%
65%
63%
5. Bank marketing’s universe is changing too… Marketing must
re-imagine its role…
Know your customer as an individual
Create value at every touch
Be an authentic brand and culture
and Marketing must accelerate the transformation to Digital banking
6. But it is awfully hard to re-imagine marketing when the technology
infrastructure looks like this…
SMS
Marketing
Files
Files
Files
Files
Files Customer
Database
Files
Email Service
Provider Web Analytics
Provider
Website Behavioral
Targeting
Search Marketing
Dashboard
Customer Insight
ToolPredictive Analytics
Marketing Finance
Mgmt
Digital Asset Mgmt
Call Center/Inbound
Decisioning
Marketing
Operations Mgmt
Lead Management
Local Marketing
Predictive Analytics
7. Driving these challenges for bank marketers
Getting the right analytics to
inform interactions in real time is
difficult.
I can’t react to my
customers in real time.
I need my applications
to talk to each other.
I can’t access a single view of
customer data across channels.
It is too hard to offer relevant
offers and content to my
customers.
“ ” “ ”
”
”
”
“
“
“
8. IBM Commerce strategic vision for bank marketing:
Solutions for Banking to make it easier to design meaningful customer
experiences across applications, devices and time, and channels, accelerating
today’s results and tomorrow’s ambitions
Digital
Marketing
Customer
Analytics
Lead
Management
Real Time
Personalization
Omni Channel
Marketing
9. How Banking CMO’s Leverage IBM’s Marketing Solutions
Sophisticated event detect that outperforms all other methods
of lead identification
Comprehensive cross-channel lead management
End-to-end customer lifecycle optimization - attract,
on-board, monitor and act on behavioral profiles
Designing Cross-channel, multi-wave, outbound and inbound marketing
customer journeys
10. A IBM Commerce approach helps CMOs improve the customer
experience at the bank
9
Grow your knowledge
of customers as
individuals so you can
better target offers
and information.
Deliver an omni-
channel marketing
experience to give the
customer one
consistent brand
experience
Better anticipate
customer needs to
deliver more relevant
and timely offers that
are personalized and
more likely to be
accepted.
CMO Agenda
GAIN CUSTOMER
INSIGHT TO ACT
PERSONALIZE
INTERACTIONS
AND ENGAGE
CUSTOMERS WITH
RELEVANT
OFFERS
DELIVER AN
OMNI-CHANNEL
MARKETING
EXPERIENCE
DELIVER A
BETTER MOBILE
BANKING
EXPERIENCE
Deliver an improved
mobile banking
customer experience.
And ensure that mobile
is not a stand-alone silo,
with Omni-Channel
marketing.
11. Customer Experience Analytics
“I want to understand the what, why,
and how of my customers’
behaviors.”
Behavioral
Analytics
Journey
Analytics
Digital
Analytics
13. The Value of the IBM Commerce Approach
Precise Efficient Proactive
Individually identify clients,
actions, and outcomes for
targeted and unique offers
Predict likelihood of
success, and focus on the
most impactful actions
Base your market strategy
and actions on future
outcomes, not just past
events
sophisticated analytics provide actionable insight to the customer engagement
15. Real-Time Personalization
“I want to dynamically serve up
relevant content, offers and
recommendations.”
Digital
Recommendations
Real-Time
Interaction Management
Opportunity
Detection
16. Capabilities that enable you to take full advantage
of every interaction
Maximize all types of real-time
engagement across channels
Use response data to refine and
optimize future decisions—
automatically
Directly engage in offer design
and creation
Enabled through:
Outbound offer personalization
Inbound offer personalization
Content and product personalization
Omni-channel campaign management and execution, including
mobile customer engagement
18. Omni-Channel Marketing
“I want to acquire and grow
customer relationships
online and offline; digitally and
in branches.”
Campaign Mgt Contact Optimization
19. Ignite and Grow Customer Relationships drives cross-channel engagement by:
Promoting
organizational alignment
Helps reduce channel
silos through collaboration
and measurement
Delivering brand consistency
Drives consistent
messaging across offline and online
channels
Creating an integrated, customer
journey
Aligns with customers’
expectations on their
channel of preference
at the right moment
Enabling solutions
• Campaign
• Contact Optimization
• Interact
• Interact Opportunity Detection
• eMessage
• Distributed Marketing
• Mobile Customer Engagement
• Marketing Operations
22. 21
Unfortunately, most
bank apps rate 3 out
of 5 stars, and 50%
see no
differentiation…
… 60% rate mobile as
their reason to switch
banks…
…and 45% have
considered
deleting their
banks app…
Although most banks have mobile apps, customers are not wowed by
them:
23. … Banks have been treating mobile banking as just another channel –
aimed at reducing cost and increasing self service
Most online and mobile
capability is basic
► Mobile remote deposit
capture offered by a
minority
► Personalization rare
► Personal financial
management even rarer
24. Data
RichSecure
Continuously
Improve
Contextualize
and Personalize
Platform
services to
enable your
apps
Apps that
Are hard
because
Mobile speed and scale
requires new integration
and database approaches
for app developers
Outside the network’s
protection, mobile apps
and data require specific
governance
They require constant
user feedback,
monitoring and
release of revisions
Mobile apps must
capture, interpret and
act on disparate
context sources in real
time
Capabilities needed to succeed
To make good apps great through mobile platform services
IBM MobileFirst Platform delivers rich services and then integrates them for
an end-to-end experience for mobile development and operations teams
25. First Tennessee Bank uses web analytics to optimize mobile banking interactions by
driving targeted content
Business challenge: First Tennessee Bank wanted to make the most of the time customers spent on its web
and mobile sites by delivering personalized content and targeted marketing messages. The bank also wanted
to tap in to the data captured during virtual interactions to help tellers and call center employees improve
customer service and identify more up-selling opportunities.
The smarter solution: The bank implemented a web analytics solution that draws insight from customers’
online behaviors. It uses the data to create targeted content, email messages and product suggestions. The
solution also provides bank employees with insightful information about the customers they serve.
“Our goal is to make it easier for customers to do business with us on every channel. Today, we have all the
tools we need to deliver outstanding service across every device.”
—Nicole West, web analytics manager
3% lower
home page bounce rate as a result of
better insight into the page’s design
Increased frequency
of detailed web traffic reports from
monthly to weekly
13% faster
logins due to a better understanding of
what customers experience on the bank's
home page
26. 65%
Of the most influential CMOs
use IBM solutions4
15 of the 15top
Global Banking firms
use Commerce
solutions2
Nearly
15X ROI
For every dollar spent
on IBM Commerce1
#1 Banking
tech vendor as ranked
by the FinTech 1003
$100 billion
Commerce transactions
analyzed in Holiday
Benchmark Reports
5 years
in a row the Gartner Magic
Quadrant leader for Multi-
Channel Campaign
Management
IBM Commerce for banking delivers value at speed
25
Sources: Internet Retailer Top 500, IBM and Nucleus Research Provided for illustrative purposes and is not intended to be a guarantee of future growth rates or market opportunity.
2 Global Fortune 500 and top banks on the list 3 FinTech 100 ranking for partner vendors for the banking industry; 4Appinions Research conducted for Forbes
29. Notices and Disclaimers (con’t)
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products in connection with this publication and cannot confirm the accuracy of performance, compatibility or any other claims related to non-IBM products. Questions on the capabilities of
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