Synopsis New technologies and marketing tactics that can be implemented in your business to ‘Engage, Educate and Excite’ your clients and prospects and give you a competitive advantage.

1. New technologies and marketing tactics that can be implemented in your business to ‘Engage, Educate and Excite’ your clients and prospects and give you a competitive advantage.
Matt Heine, Executive Director
Andrew Braun GM Marketing

2. Areas we will explore today
Digital marketing tactics the pros don’t want you to know
How to get mobile. To build an App or not?
How to beat the robots. Investment technologies to engage and delight
“Financial advice has a 58% probability of being replaced by robots or artificial intelligence, which puts it among the 10 professions most likely to be computerised in the next 10- 20 years” Oxford University Report 2013

3. “Facebook has the reach of TV but with the targeting capabilities and low-cost entry price that only the internet can offer.”
Facebook Advertising

4. Your email database matched with Facebook’s database. Awesome targeting.
Facebook ‘Custom Audiences’
•
Male
•
Aged 55+
•
Roy Morgan Helix Persona “Smart Money”
•
Interested in financial products
•
Female
•
Aged 25-35
•
Single
•
Professional
•
Roy Morgan Helix Persona “Young & Platinum’”
•
Interested in financial products
netwealth pre AFA 2014 conference campaign
Campaign objectives: Brand awareness of netwealth to AFA conference attendees
Facebook tools: Desktop news feed, right hand side advert; Custom audiences
Click through URL: Custom-designed landing page promoting why netwealth is a good choice. See: https://www.pages05.net/netwealth/kickstart/whitepaper
netwealth adviser support ‘brand’ campaign
Campaign objectives: To assist advisers “sell” netwealth, a series of adverts were created to improve our brand recognition amongst certain target groups, who we believed were more likely to visit a financial adviser.
Facebook tools: Desktop news feed, right hand side advert; Facebook profiling and lookalikes

5. netwealth A/B subject line experiment - Which subject line wins?
Email marketing best practices
%%FIRST NAME%%, be AIA Vitality ready and win great prizes
Enter the netwealth and AIA Vitality Fast Start competition and WIN
netwealth launches the AIA Vitality Fast Start competition: $1000 worth of prizes to win
AIA Vitality promotion closing soon: $500 prize plus 2 Fitbit Flex devices still up for grabs
Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.
Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.

6. netwealth A/B subject line experiment - Which subject line wins?
Email marketing best practices
Unique Open Rate
34.18%
31.33%
30.42%
%%FIRST NAME%%, be AIA Vitality ready and win great prizes
Enter the netwealth and AIA Vitality Fast Start competition and WIN
netwealth launches the AIA Vitality Fast Start competition: $1000 worth of prizes to win
AIA Vitality promotion closing soon: $500 prize plus 2 Fitbit Flex devices still up for grabs
Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.
Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.
20.37%
18.52%
17.70%

7. Your subject line’s sidekick: the pre-header
Email marketing best practices

8. Which link wins?
Email marketing best practices
20%
80%

9. A bit harder to do
Remarketing, e.g. GDN, Adroll
A visit here….
Resulted in…

10. Even harder to do
Digital personalisation

11. Some notable statistics
Forget mobile first, it's a mobile only world!

12. A search for “financial adviser"
Which mobile website is better?
Which one is best?

13. •
Caters for multiple customer intentions (not only a “do” page)
•
Optimised for mobile
•
Responsive web design

14. What is the difference
Mobile website versus Native app?
Feature
App
Web
Cost

Speed

Security

Cross platform

User experience

Speed to market

Available developers

Low ongoing support costs

Distribution

% of profit

Mobile web
Mobile app
Spot the difference

15. Website and eDMs
Responsive versus mobile specific
 Good for marketing websites and emails ? Questionable for transactional websites

16. netwealth experience
Mobile: web + native
•
Dominated by Apple iOS devices
•
Access to statements/ reports; Aggregated account views
Email: Responsive HTML
Before
After
Desktop
Mobile

17. What do you expect from your service provider?
How do you use your tablet at work?
Tablet usage by financial advisers

18. Customisation and personalisation in a cost-effective scalable manner
Investment technologies to engage and delight

19. Disclaimer
This information has been prepared and issued by Netwealth Investments Limited (netwealth), ABN 85 090 569 109, AFSL 230975. It contains factual information and general financial product advice only and has been prepared without taking into account the objectives, financial situation or needs of any individual. The information provided is not intended to be a substitute for professional financial product advice and you should determine its appropriateness having regard to you or your client’s particular circumstances. The relevant disclosure document should be obtained from netwealth and considered before deciding whether to acquire, dispose of, or to continue to hold, an investment in any netwealth product.
While all care has been taken in the preparation of this document (using sources believed to be reliable and accurate), no person, including netwealth, or any other member of the netwealth group of companies, accepts responsibility for any loss suffered by any person arising from reliance on this information.