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Utilizing Digital Performance to Overcome
Industry Challenges
Presented By:
Guillaume Bouchard, CEO, iProspect Canada
EVP Corporate Development, Dentsu Aegis Network
June 09, 2015
Game Plan
About iProspect
Overview of the Financial Industry
Digital Marketing Tactics
1
2
3
4
 Conclusion
2
About
iProspect
3
Paid
Search	
  
Content
Generation	
  
Paid Social
Natural
Search	
  
Data &
Insights
Performance
Display
Web
Development	
  
Conversion
Optimization	
  
Creative
Experience	
  
Structured
Data & Feeds	
  
4
A Suite
Of Services	
  
That	
  span	
  across	
  all	
  digital	
  
marketing	
  channels,	
  a	
  truly	
  
holistic	
  digital	
  performance	
  
marketing	
  offering.	
  
Guillaume Bouchard
CEO, Canada
TORONTO
MONTREAL
2
OFFICES	
  
2
LANGUAGES	
  
70+
CLIENTS	
  
85+
EMPLOYEES	
  
CANADA
5
EIGHT GLOBAL NETWORK BRANDS 
SIX SPECIALIST BRANDS 
PLUS 55 LOCAL BRANDS 
6
Over 15 years of Experience in Finance	
  
7
Overview of the 
Financial Industry
8
Ergonomics
Finances are Very Personal	
  
9
Finances are often discussed quietly and
confidentially with trusted financial advisers.
That's why many of the challenges that
financial services providers face don't have to
do with dollars and cents. Emotional issues are
involved with finances.
Source:	
  h*ps://www.americanexpress.com/us/small-­‐business/openforum/ar9cles/5-­‐ways-­‐to-­‐overcome-­‐todays-­‐challenges-­‐in-­‐the-­‐financial-­‐industry/	
  
Ergonomics
Rapid Technology Cycles	
  
10
In the next 3-5 years, we’ll see a radical integration of
the banking and financial experience across physical
and virtual environments.
Customers will soon be able to search for financial
products by image, voice, and gesture. How you
engage customers in these digital channels matters
greatly.
Source:	
  h*p://www.mckinsey.com/insights/marke9ng_sales/digi9zing_the_consumer_decision_journey	
  
Ergonomics
Modern Regulations - Worldwide	
  
11
Source:	
  h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/	
  
Digital Marketing 
Tactics
12
13
Digital Marketing Tactics	
  
Having a secure infrastructure
Natural Search (SEO)
Dynamic content in a highly regulated environment
Content
Enhancing the multi-platform experience
Paid Search (PPC)
The IT, legal and marketing challenge
Analytics
1.  Natural Search (SEO)

Having a Secure 
Infrastructure

14
15
In August 2014, Google came
with a clear statement about
HTTPS: they would reward sites
using a secure HTTPS encryption
with a boost in search results.
Secure HTTPS Connection	
  
16
The switch towards HTTPS is more relevant
for companies in the Finance/Banking/
Insurance industry, whom are dealing with
what Google calls “life content”.
Google gives higher privileges to those
who implement HTTPS for security matters,
over regular “commercial” content.
Life Content	
  
Have You Switched?	
  
17
40% of you have switched to HTTPS
SEO Benefits	
  
Possible boost
in search
rankings
2
18
More referral
data
1
Increased
security and
privacy
3
Things to Watch Out For	
  
Speed issues
2
19
1
Possible
website
duplication
3
Prevent loss in
rankings when
changing
domains
Use 301
redirects
Tips on How to Avoid It	
  
2
Use the ‘Fetch
and Render’
function in
GWT
3
Update
sitemaps to
reflect new
URLs
4
Make sure
every
element on
the website
uses HTTPS
1
20
2. Content

Dynamic Content 
in a highly regulated
environment
21
22
How does one create dynamic
content on a regular basis when in a
heavy legal or regulated
environment?
“
”
Content Challenges in the Finance Industry	
  
Organizations
are very siloed
2
23
1
Losing the
“human voice”
as it goes
through multiple
checks
3
The industry is
highly regulated
Leverage Your Data into Content Marketing	
  
24
Transform the data you have into various content
formats like infographics, case studies, and
whitepapers.
Marketing automation will help comply with strict
regulations and the need for approved content.
Create a dedicated “committee” that will be in
charge of handling and simplifying the “approval”
process.
1
2
3
Leverage Your Data into Content Marketing	
  
25
Use a management tool to create and assign
tasks related to content.
Team-up with great storytellers to differentiate
your content.
Do not fixate on what you cannot say based on
regulations, but rather get creative with what you
can say.
4
5
6
3. Paid Search (PPC)

Enhancing the 
Multi-Platform
Experience
26
Platform Experience
27
In a world where you can search on
your desktop, mobile, tablet and even
TV how can you be sure that the
experience people have on your
website is the best is can be?
Due to the heavy
structure and privacy
regulations of Financial
institutions, it is difficult
to be on top of the latest
technology and
platforms.
28
How to Adapt	
  
Determine what are the most
interesting product for you and build
custom mobile landing pages so you
can offer a good experience to the
mobile customers.
29
Custom Mobile Landing Page	
  
30
•  On the landing page, we recommend using
a phone number if you don’t want people to
navigate to the non-mobile parts of your
website.
•  With custom mobile landing pages you:
•  Have happy customers
•  Get good performance on your paid media efforts
•  Stay within regulations
•  Get time to adapt the rest of your website
Ex.	
  Of	
  a	
  finance	
  mobile	
  landing	
  page	
  
4. Analytics

The IT, Legal and
Agile Marketing
Challenge
31
32
“
”
How do I remain an agile marketer
deploying innovative solutions while
still complying with Legal and stop
battling IT for every small change that
I want to make?
How to Adapt	
  
33
Imagine one of your tags is no longer compliant with your privacy policy.
VS.
X
Take a significant
amount of time
to go through IT
and get the tag
removed.
Rapidly make
changes to your
existing tags and
pixels while
complying with your
privacy policies.
Tag Management Solution	
  
34
•  A TMS allows you to operate
outside of the IT’s strict
deployment schedule.
•  It places a single piece of code on
your website that lets you manage
all your tags inside. You can rapidly
deploy and test new solutions
while being able to quickly adapt
to legal compliance.
Do you Have a TMS?	
  
35
45% of you have a TMS
36	
  36
Conclusion
37
Leverage the
data you have to
produce unique
content.
In a Nutshell…	
  
2
Enhance the multi-
platform experience
with products that
are capable to be
sold digitally.
3
Use a tag
management
system to
operate outside
of the IT’s strict
deployment
schedule.
4
Get a secure
infrastructure
with HTTPS.
1
38
Conclusion	
  
39
Work around the challenges with security and legal/IT regulations,
and make the most out of the data you have to bring in more
traffic, increase brand awareness and increase conversion.
Look into Microsoft OneDrive to share files
in one central location and remain secure.
Try the qualitative analysis tool ‘Lucky
Orange’ to hide sensitive information.
Consider ‘Test & Target’ if you use Adobe
Analytics and are looking into CRO.
Do you have a global presence? Study the
implication of privacy and data legislation.
(check our site for useful links)
Beware of the legality of using certain
images without having the rights!
Before going through the supplier selection
process, speak with someone in your legal
department for tips.
38
Tips & Tricks
	
  
Here are 6 key points to consider
when looking into improving
your digital efforts while keeping
with security & legal restrictions.
For links and more info on the 6 key points go to
www.iprospect.com/DMFSToronto
1
2
3
4
5
6
Pour télécharger la recherche complète
(en anglais):

www.iprospect.com/AMR
Thank You
www.iprospect.com/DMFSToronto

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Utilizing Digital Performance to Overcome Industry Challenges

  • 1. Utilizing Digital Performance to Overcome Industry Challenges Presented By: Guillaume Bouchard, CEO, iProspect Canada EVP Corporate Development, Dentsu Aegis Network June 09, 2015
  • 2. Game Plan About iProspect Overview of the Financial Industry Digital Marketing Tactics 1 2 3 4 Conclusion 2
  • 4. Paid Search   Content Generation   Paid Social Natural Search   Data & Insights Performance Display Web Development   Conversion Optimization   Creative Experience   Structured Data & Feeds   4 A Suite Of Services   That  span  across  all  digital   marketing  channels,  a  truly   holistic  digital  performance   marketing  offering.  
  • 5. Guillaume Bouchard CEO, Canada TORONTO MONTREAL 2 OFFICES   2 LANGUAGES   70+ CLIENTS   85+ EMPLOYEES   CANADA 5
  • 6. EIGHT GLOBAL NETWORK BRANDS SIX SPECIALIST BRANDS PLUS 55 LOCAL BRANDS 6
  • 7. Over 15 years of Experience in Finance   7
  • 8. Overview of the Financial Industry 8
  • 9. Ergonomics Finances are Very Personal   9 Finances are often discussed quietly and confidentially with trusted financial advisers. That's why many of the challenges that financial services providers face don't have to do with dollars and cents. Emotional issues are involved with finances. Source:  h*ps://www.americanexpress.com/us/small-­‐business/openforum/ar9cles/5-­‐ways-­‐to-­‐overcome-­‐todays-­‐challenges-­‐in-­‐the-­‐financial-­‐industry/  
  • 10. Ergonomics Rapid Technology Cycles   10 In the next 3-5 years, we’ll see a radical integration of the banking and financial experience across physical and virtual environments. Customers will soon be able to search for financial products by image, voice, and gesture. How you engage customers in these digital channels matters greatly. Source:  h*p://www.mckinsey.com/insights/marke9ng_sales/digi9zing_the_consumer_decision_journey  
  • 11. Ergonomics Modern Regulations - Worldwide   11 Source:  h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/  
  • 13. 13 Digital Marketing Tactics   Having a secure infrastructure Natural Search (SEO) Dynamic content in a highly regulated environment Content Enhancing the multi-platform experience Paid Search (PPC) The IT, legal and marketing challenge Analytics
  • 14. 1.  Natural Search (SEO) Having a Secure Infrastructure 14
  • 15. 15 In August 2014, Google came with a clear statement about HTTPS: they would reward sites using a secure HTTPS encryption with a boost in search results. Secure HTTPS Connection  
  • 16. 16 The switch towards HTTPS is more relevant for companies in the Finance/Banking/ Insurance industry, whom are dealing with what Google calls “life content”. Google gives higher privileges to those who implement HTTPS for security matters, over regular “commercial” content. Life Content  
  • 17. Have You Switched?   17 40% of you have switched to HTTPS
  • 18. SEO Benefits   Possible boost in search rankings 2 18 More referral data 1 Increased security and privacy 3
  • 19. Things to Watch Out For   Speed issues 2 19 1 Possible website duplication 3 Prevent loss in rankings when changing domains
  • 20. Use 301 redirects Tips on How to Avoid It   2 Use the ‘Fetch and Render’ function in GWT 3 Update sitemaps to reflect new URLs 4 Make sure every element on the website uses HTTPS 1 20
  • 21. 2. Content Dynamic Content in a highly regulated environment 21
  • 22. 22 How does one create dynamic content on a regular basis when in a heavy legal or regulated environment? “ ”
  • 23. Content Challenges in the Finance Industry   Organizations are very siloed 2 23 1 Losing the “human voice” as it goes through multiple checks 3 The industry is highly regulated
  • 24. Leverage Your Data into Content Marketing   24 Transform the data you have into various content formats like infographics, case studies, and whitepapers. Marketing automation will help comply with strict regulations and the need for approved content. Create a dedicated “committee” that will be in charge of handling and simplifying the “approval” process. 1 2 3
  • 25. Leverage Your Data into Content Marketing   25 Use a management tool to create and assign tasks related to content. Team-up with great storytellers to differentiate your content. Do not fixate on what you cannot say based on regulations, but rather get creative with what you can say. 4 5 6
  • 26. 3. Paid Search (PPC) Enhancing the Multi-Platform Experience 26
  • 27. Platform Experience 27 In a world where you can search on your desktop, mobile, tablet and even TV how can you be sure that the experience people have on your website is the best is can be?
  • 28. Due to the heavy structure and privacy regulations of Financial institutions, it is difficult to be on top of the latest technology and platforms. 28
  • 29. How to Adapt   Determine what are the most interesting product for you and build custom mobile landing pages so you can offer a good experience to the mobile customers. 29
  • 30. Custom Mobile Landing Page   30 •  On the landing page, we recommend using a phone number if you don’t want people to navigate to the non-mobile parts of your website. •  With custom mobile landing pages you: •  Have happy customers •  Get good performance on your paid media efforts •  Stay within regulations •  Get time to adapt the rest of your website Ex.  Of  a  finance  mobile  landing  page  
  • 31. 4. Analytics The IT, Legal and Agile Marketing Challenge 31
  • 32. 32 “ ” How do I remain an agile marketer deploying innovative solutions while still complying with Legal and stop battling IT for every small change that I want to make?
  • 33. How to Adapt   33 Imagine one of your tags is no longer compliant with your privacy policy. VS. X Take a significant amount of time to go through IT and get the tag removed. Rapidly make changes to your existing tags and pixels while complying with your privacy policies.
  • 34. Tag Management Solution   34 •  A TMS allows you to operate outside of the IT’s strict deployment schedule. •  It places a single piece of code on your website that lets you manage all your tags inside. You can rapidly deploy and test new solutions while being able to quickly adapt to legal compliance.
  • 35. Do you Have a TMS?   35 45% of you have a TMS
  • 38. Leverage the data you have to produce unique content. In a Nutshell…   2 Enhance the multi- platform experience with products that are capable to be sold digitally. 3 Use a tag management system to operate outside of the IT’s strict deployment schedule. 4 Get a secure infrastructure with HTTPS. 1 38
  • 39. Conclusion   39 Work around the challenges with security and legal/IT regulations, and make the most out of the data you have to bring in more traffic, increase brand awareness and increase conversion.
  • 40. Look into Microsoft OneDrive to share files in one central location and remain secure. Try the qualitative analysis tool ‘Lucky Orange’ to hide sensitive information. Consider ‘Test & Target’ if you use Adobe Analytics and are looking into CRO. Do you have a global presence? Study the implication of privacy and data legislation. (check our site for useful links) Beware of the legality of using certain images without having the rights! Before going through the supplier selection process, speak with someone in your legal department for tips. 38 Tips & Tricks   Here are 6 key points to consider when looking into improving your digital efforts while keeping with security & legal restrictions. For links and more info on the 6 key points go to www.iprospect.com/DMFSToronto 1 2 3 4 5 6
  • 41. Pour télécharger la recherche complète (en anglais): www.iprospect.com/AMR Thank You www.iprospect.com/DMFSToronto