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Digital Marketing for Financial Services Companies: New Mantras, New Media

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Wilson Cleveland

The document discusses various digital marketing strategies and tactics that financial services companies can employ, including maintaining a presence on social media platforms, creating engaging content, and utilizing new media like mobile and online video. It provides examples of how some companies are using tools like widgets, games, podcasts and videos on their websites and social media profiles to better engage customers.

BusinessTechnology
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Digital Marketing: New Mantras, New Media Financial Services Companies April 21, 2008 Cubitt Jacobs & Prosek Communications
Media Consumer: 1958
Media Consumer: 1958
Media Consumer: 2008
 
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Where Did Everybody Go?
Modern Media Consumption Habits Digital technology has altered media consumption habits. Integrated digital or “new” media components that leverage modern marketing channels are required.
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“ Web 1.0 was Commerce. Web 2.0 is People - Ross Mayfield President and co-founder of Socialtext Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon the your state of mind. - Kevin Maney Technology journalist, USA Today
[object Object],[object Object],What is Web 2.0?
So Are These…
Fresh Stats: Who’s Online? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
DIGITAL MARKETING PRINCIPLES
SAIL THE 7Cs
CONVERSATION Social Media Tagging Blogs Twitter Microblogging Social Bookmarking Comments Engagement Word-of-Mouth Democratization Social Software del.icio.us Digg Trust Transparency Instant Messaging Technorati User Reviews eBay Share-ability Stumbleupon Influencers The Tipping Point MySpace Recomendation Engines
MAKE THE SERVICE SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT
Digital Marketing Mantra ,[object Object],[object Object],Source: Purple Cow / Seth Godin / Page 3
COLLABORATION Wikipedia wiki Basecamp 37 Signals Crowdsourcing Customer R&D Box.net Google Docs Mahalo Social Search Engines Participation Open Source Open Social WebEx Videoconferencing Open API Facebook Platform Digital Ethnography Insight Innovation World of Warcraft Facebook Polls The World is Flat
UNCOVER RICH CONSUMER INSIGHTS BY OBSERVING & LISTENING
Digital Marketing Mantra ,[object Object],[object Object]
CONTENT Gaming Video User-Generated Lulu Mashups Blogs Podcast Content is King Content as Currency Self-publishing NIN Radiohead Professionally-Produced Long Tail Ad-Supported CafePress Creation Tools Live Nation SpotRunner Anti-Piracy Hulu iTunes Amazon Engagement Mobile Games Viral Premium Pass-Around Factor New Pricing Models Creative Commons Print to Online
ADD VALUE THROUGH CONTENT
Digital Marketing Mantra ,[object Object],[object Object]
CONVENIENCE Utility Portability Make Life Easier Usability Ask Sunday Cloud Computing Netvibes Widgets Mashups OpenID Lifehacker.com Branded Utility iPhone Nike + Free Interoperability Web Applications Mobile Backpack Online Banking Text Alerts eVite Mint Skype
DELIVER VALUE THROUGH MARKETING BY MAKING PEOPLE’S LIVES EASIER
Digital Marketing Mantra ,[object Object],[object Object]
COVERAGE Blip.tv Distribution Channels Email Embeddable RSS Cross-Platform Content Ubiquity Syndication Badges Ad Networks SEO Discoverability Convergence Mobile Web CNN iReport Mashups Bit Torrent YouTube Virtual Worlds Having a Presence Ning Squidoo Facebook Pages Linkedin Groups Wikipedia Yahoo! Answers
CONTENT MUST BE UBIQUITOUS ACROSS DIGITAL PLATFORMS TO DRIVE AUDIENCES TO ACTION
Digital Marketing Mantra ,[object Object],[object Object]
CUSTOMIZATION Mashups Social Networks “ My Life, My Stuff” Consumer in Control Remixability Netvibes User Generated Profiles Video Resumes MySpace Facebook Linkedin Google Android Café Press iGoogle My Yahoo
DIGITAL TECHNOLOGY ALLOWS YOUR AUDIENCE TO CREATE THEIR OWN EXPERIENCES WITH YOUR BRAND
Digital Marketing Mantra ,[object Object],[object Object]
CALCULATION comScore Mashups Google AdSense Measurement Monetization Revshare TubeMogul Conversation Tracker Paid Search Click-Through Rate CPMs Quantcast Didit Facebook Social Ads Digital ROI Sponsored Content Alexa DataDriven BuzzMetrics Pageviews Monthly Uniques Views Google Analytics Wikinomics
DIGITAL MARKETING CHANNELS
 
Digital’s Role in Modern Marketing ,[object Object],[object Object]
 
Mobile Marketing Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Media in Action
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ING Mobile Site ,[object Object],[object Object],[object Object]
Fidelity Anywhere Mobile ,[object Object],[object Object],[object Object]
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Gaming Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Schwab & Fidelity Casual Games ,[object Object],[object Object],[object Object],[object Object],[object Object]
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Social Network Marketing Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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From BusinessWeek , August, 2007
From BusinessWeek , August, 2007
From BusinessWeek , August, 2007
From BusinessWeek , August, 2007
Social Media Marketing Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Socially-Optimized News Releases ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
Raymond James
Fidelity Podcasts
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Online Video Marketing Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Widgets & Utilities Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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Digital Marketing for Financial Services Companies: New Mantras, New Media

  • 1. Digital Marketing: New Mantras, New Media Financial Services Companies April 21, 2008 Cubitt Jacobs & Prosek Communications
  • 5.  
  • 6.
  • 8. Modern Media Consumption Habits Digital technology has altered media consumption habits. Integrated digital or “new” media components that leverage modern marketing channels are required.
  • 9.
  • 10.  
  • 11. “ Web 1.0 was Commerce. Web 2.0 is People - Ross Mayfield President and co-founder of Socialtext Web 2.0 seems to be like Pink Floyd lyrics: It can mean different things to different people, depending upon the your state of mind. - Kevin Maney Technology journalist, USA Today
  • 12.
  • 14.
  • 17. CONVERSATION Social Media Tagging Blogs Twitter Microblogging Social Bookmarking Comments Engagement Word-of-Mouth Democratization Social Software del.icio.us Digg Trust Transparency Instant Messaging Technorati User Reviews eBay Share-ability Stumbleupon Influencers The Tipping Point MySpace Recomendation Engines
  • 18. MAKE THE SERVICE SO GREAT, PEOPLE CAN’T HELP BUT TALK ABOUT IT
  • 19.
  • 20. COLLABORATION Wikipedia wiki Basecamp 37 Signals Crowdsourcing Customer R&D Box.net Google Docs Mahalo Social Search Engines Participation Open Source Open Social WebEx Videoconferencing Open API Facebook Platform Digital Ethnography Insight Innovation World of Warcraft Facebook Polls The World is Flat
  • 21. UNCOVER RICH CONSUMER INSIGHTS BY OBSERVING & LISTENING
  • 22.
  • 23. CONTENT Gaming Video User-Generated Lulu Mashups Blogs Podcast Content is King Content as Currency Self-publishing NIN Radiohead Professionally-Produced Long Tail Ad-Supported CafePress Creation Tools Live Nation SpotRunner Anti-Piracy Hulu iTunes Amazon Engagement Mobile Games Viral Premium Pass-Around Factor New Pricing Models Creative Commons Print to Online
  • 24. ADD VALUE THROUGH CONTENT
  • 25.
  • 26. CONVENIENCE Utility Portability Make Life Easier Usability Ask Sunday Cloud Computing Netvibes Widgets Mashups OpenID Lifehacker.com Branded Utility iPhone Nike + Free Interoperability Web Applications Mobile Backpack Online Banking Text Alerts eVite Mint Skype
  • 27. DELIVER VALUE THROUGH MARKETING BY MAKING PEOPLE’S LIVES EASIER
  • 28.
  • 29. COVERAGE Blip.tv Distribution Channels Email Embeddable RSS Cross-Platform Content Ubiquity Syndication Badges Ad Networks SEO Discoverability Convergence Mobile Web CNN iReport Mashups Bit Torrent YouTube Virtual Worlds Having a Presence Ning Squidoo Facebook Pages Linkedin Groups Wikipedia Yahoo! Answers
  • 30. CONTENT MUST BE UBIQUITOUS ACROSS DIGITAL PLATFORMS TO DRIVE AUDIENCES TO ACTION
  • 31.
  • 32. CUSTOMIZATION Mashups Social Networks “ My Life, My Stuff” Consumer in Control Remixability Netvibes User Generated Profiles Video Resumes MySpace Facebook Linkedin Google Android Café Press iGoogle My Yahoo
  • 33. DIGITAL TECHNOLOGY ALLOWS YOUR AUDIENCE TO CREATE THEIR OWN EXPERIENCES WITH YOUR BRAND
  • 34.
  • 35. CALCULATION comScore Mashups Google AdSense Measurement Monetization Revshare TubeMogul Conversation Tracker Paid Search Click-Through Rate CPMs Quantcast Didit Facebook Social Ads Digital ROI Sponsored Content Alexa DataDriven BuzzMetrics Pageviews Monthly Uniques Views Google Analytics Wikinomics
  • 37.  
  • 38.
  • 39.  
  • 40.
  • 41. Mobile Media in Action
  • 42.
  • 43.
  • 44.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50.
  • 51.
  • 52. From BusinessWeek , August, 2007
  • 53. From BusinessWeek , August, 2007
  • 54. From BusinessWeek , August, 2007
  • 55. From BusinessWeek , August, 2007
  • 56.
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  • 81.