Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Utilizing Digital Performance to Overcome Industry Challenges

1 419 vues

Publié le

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. See how you engage customers in these digital channels matters greatly.

Publié dans : Marketing
  • Identifiez-vous pour voir les commentaires

Utilizing Digital Performance to Overcome Industry Challenges

  1. 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. 2. Game Plan About iProspect Overview of the Financial Industry Digital Marketing Tactics 1 2 3 4 Conclusion 2
  3. 3. About iProspect 3
  4. 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. 5. Guillaume Bouchard CEO, Canada TORONTO MONTREAL 2 OFFICES   2 LANGUAGES   70+ CLIENTS   85+ EMPLOYEES   CANADA 5
  7. 7. Over 15 years of Experience in Finance   7
  8. 8. Overview of the Financial Industry 8
  9. 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. 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. 11. Ergonomics Modern Regulations - Worldwide   11 Source:  h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/  
  12. 12. Digital Marketing Tactics 12
  13. 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. 14. 1.  Natural Search (SEO) Having a Secure Infrastructure 14
  15. 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. 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. 17. Have You Switched?   17 40% of you have switched to HTTPS
  18. 18. SEO Benefits   Possible boost in search rankings 2 18 More referral data 1 Increased security and privacy 3
  19. 19. Things to Watch Out For   Speed issues 2 19 1 Possible website duplication 3 Prevent loss in rankings when changing domains
  20. 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. 21. 2. Content Dynamic Content in a highly regulated environment 21
  22. 22. 22 How does one create dynamic content on a regular basis when in a heavy legal or regulated environment? “ ”
  23. 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. 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. 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. 26. 3. Paid Search (PPC) Enhancing the Multi-Platform Experience 26
  27. 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. 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. 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. 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. 31. 4. Analytics The IT, Legal and Agile Marketing Challenge 31
  32. 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. 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. 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. 35. Do you Have a TMS?   35 45% of you have a TMS
  36. 36. 36  36
  37. 37. Conclusion 37
  38. 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. 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. 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. 41. Pour télécharger la recherche complète (en anglais): www.iprospect.com/AMR Thank You www.iprospect.com/DMFSToronto