Financial services is one of the top disrupted industries today and this presentation will look at tips and tricks on how the banking industry can counter digital disruption. The goal of this presentation is to offer innovative ways for banks to transform their marketing strategy. It refers to case study examples of financial companies that are leading the way today with their revolutionary marketing strategies. The presentation also provides workable tasks that you can start using today.

1. TOP 10 MARKETING TRICKS
FOR THE BANKING INDUSTRY

2. “You’ve got to start with the
customer experience and
work backwards to the technology.”
-Steve Jobs
10_Top_Tricks_part1.ai
10_Top_Tricks_part2.ai
10_Top_Tricks.pdf
20151002_Prototype_Finance_Slideshare.pptx
Rene Bieder - Choplin Bold.otf
Rene Bieder - Choplin Light.otf
10_Top_Tricks_part1.ai
10_Top_Tricks_part2.ai
10_Top_Tricks.pdf
20151002_Prototype_Finance_Slideshare.pptx
Rene Bieder - Choplin Bold.otf
Rene Bieder - Choplin Light.otf

3. OVERVIEW
Banking Industry:
Banks innovate slower
Financial services is one of the top disrupted industries today
Pressure through shrinking margins
“Innovation is the key to growth
and competitive differentiation.“
BUT HOW TO INNOVATE?

4. “It is processes, rather than a
breakthrough product, that
are innovating financial services,
adding significant value by way
of cost saving and improved
productivity”

5. AIMS OF THIS PRESENTATION
Offer innovative ways for banks to transform their marketing strategy
Refer to case study examples of financial companies leading the way
with revolutionary marketing strategies
Provide workable tasks to start using today

6. TIP 01
COLLECT DATA

7. Data is the key to understanding your audience and user so you can better cater to their needs
The main task is to collect data and information about your current digital state and user
Understanding your users can help you to create an innovative marketing strategy that meets
your users ‘in the moment’ they need their banking services
Understanding your users can help you to create an innovative marketing strategy that meets
your users ‘in the moment’ they need their banking services
Content personalization should be a key priority for banks - zooming in on each individual consumer
“Mobile has forever changed what we expect of brands.
It's fractured the consumer journey into hundreds
of real-time, intent-driven micro-moments.
Each on is a critical opportunity for brands
to shape our decisions and preferences.”
- Google

9. TIP 02
GET STAKEHOLDER
BUY IN

10. Get stakeholders to support you.
It’s important to get buy-in from all stakeholders and
have top management support you to avoid dead ends and speed bumps.

11. Hold Stakeholder interviews:
One way to gain and understanding of the marketing potential within
your organization can be to interview each department head,
ask them what systems they use ad if they have have products/services
that are market-able. You should also ask them what their main business
goals are and what their main business goals are and what they hope
a marketing effort would produce for their team.

12. TIP 03
ASSESS YOUR INVENTORY
AND PRIORITIZE
NEW ASSETS

13. Create Inventory.
“Content is still King” and you need excellent assets to execute a successful
marketing campaign. The best way to start is with a simple inventory and
add to it as more data about your user becomes available.
Examples of inventory:
Existing products
Services
Valuable content - blogs, white papers, webinars etc.

14. Inventory and prioritization of assets.
The inventory is a simple register of all assets that can be used
in a marketing effort.

15. Create a plan for the creation of new assets
and stick to a timeline.
Make sure each asset has:
A KPI, a purpose for its creation - what will it do to help the marketing campaign
You have all the resources necessary to create good content - design,
UX and content creator

16. TIP 04
DEFINE KPIS
FOR EACH ASSET

17. Key performance indicators (KPIs) help
to measure the performance of each asset
or individual components.
KPIs can also be aligned to business objectives - for example:
Reduce call centre calls by implementing FAQ module (KPI: Reduction of calls).
The best way to define a KPI is to think of what is the impact to the business
the component has. KPIs need to be measurable and the measurement
must be actionable.

19. TIP 05
ALIGN WITH
BUSINESS GOALS

20. One common mistake in marketing is to forget
the business objective. Compile your business
objectives.
This part only comes now, since it is important to understand any existing
goals before planning new ones. Take the business objectives of your company,
the ones taken from the business heads and match them with your digital
marketing strategies where possible. This will give further insights on how
each marketing strategy contributes to your overall business strategy
or which effort are missing.

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22. TIP 06
FOCUS ON CONTENT
PERSONALIZATION
AND MICRO-MOMENTS

23. We know more about our customers and can go beyond age and
income to include consumer lifestyle, education, hobbies, profession and brands.
Personalized marketing efforts are 10% to 30% more effective.
Personalized marketing inspired by events, lifestyle or trait mapping
makes the recipient feel a stronger connection.
Banks and credit unions need to make use of more of their available
data and get better at micro-targeting ads and promotions. Banks also
need to ask their customers how they can better serve them - customers
know best and can spot gaps in the market you may not have considered.

24. Personalized cross-channel experiences for customers.
This entails collecting data about customers, includes their behavior,
preferences and patterns, in order to create content that best works for them.
For example, if your data sug- gests that a customer has just started a family,
you could send them information to help with financial planning for the future.
Benefits of personalization are:
Examples can include tailored offers based on interest, up-selling or cross selling products
based on customer profile, and products that fit the life stage of a customer.
Cost reduction in marketing efforts
Higher closing ratio
Requires:
A solid CRM and data strategy
Seamless integration between different online channels
Less staff required to create personal experiences

26. TIP 07
DEVELOP
NEW PRODUCTS

27. Financial marketers have discovered that
they are fully capable of developing their
own technical solutions. Examples include
how CBD developed their own interactive
Facebook App.
Institutions are finding that by developing
innovative products, they are controlling
the experience while also creating intellectual
property that will help in the future.
This not only has product implications,
but marketing and branding ones as well.
VISIT CASE STUDY:
http://prototype-interactive.com/our-work/cbd-facebook-branch

28. TIP 08
MOBILE FIRST

29. 0%
Number of Mobile-Only Internet Users Now Exceeds Desktop-Only in the U.S.
Single Platform Users’ Share of Total Digital Population
Source: comScore Media Metrix Multi-Platform, U.S., Age 18+, Mar 2014 - Mar 2015
Mar2014
Apr2014
May2014
Jun
2014
Jul2014
Aug2014
Sep
2014
Oct2014
Nov2014
Dec2014
Jan
2015
Feb
2015
Mar2015
5%
10%
15%
20%
25%
Desktop Only % Mobile Only %

30. TIP 09
OMNI-CHANNEL
MARKETING

31. As we have seen with the mention of micro-moments, banks need
to be available for their consumers at any point of the day on any device.
In the morning, on the way to work. On their laptop at work.
On their iPad in front of the TV.
Each experience your user has across each platform needs to be the same
offering users an omni-channel experience on all devices and platforms.

32. Making banking services more accessible gives banks access to
new or under banked customers.
Create better customer segmentation and personalization.
Buys into this concept of “Everyday banking”.
Extending the ecosystem with multichannel marketing tools.

33. TIP 10
HOW TO USE NEW
(AND OLD) TECHNOLOGY

34. Technology for Convenience - make life more efficient for your user
Internet of Things/Wearable Devices - smart watches capable
of paying your bill?
Digital Payment Channels
Social Banking - pay friends with ease of social banking apps such as Venmo

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BANKING EXPERIENCE
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WHAT YOU NEED TO GO TO OMNICHANNEL,
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37. THANK YOU!
www.prototype.ae | +971 (0) 4446 5789