2. Page 2
3rd Annual Summit On Digital Marketing for Financial Services
November 15-16 2016 | Wyndham New Yorker, New York, NY
www.FinancialDigitalMarketingUs.com
flickr
@DMFinancialServ, #DMFSNYC
flickr
Digital Marketing Forum for
Financial Services Private Group
Richard Gans,
Director of Social
Media,
AXA
Only 37% of consumers see their primary financial institution as trusted partner. What role will
digital marketing play in changing this and what is the future of financial marketing?
According to other industries, where according to you does Financial Services Marketing lag
the most?
Digital customer experience is crucial in today’s competitive landscape. Where does the
accountability for DCX lie within your organization, and what does exceptional CX look like
to you?
Having a stronger presence on digital channels enables financial institutions to take a more customer
centric view by being where the clients wants them to be at the time that they want it. Also, as a result of
consumers sharing more information about their wants and needs on digital channels, such as social media,
companies have an opportunity to deliver more relevant and targeted messaging to aid in increasing overall
consumer trust.
To me, an area financial services marketing is lagging behind other industries is in the area of user generated
content (UGC). This isn’t surprising due to the regulatory considerations and requirements in this industry.
I am seeing areas that are starting to use UGC, such as on site reviews, but it’s still a long way off from what
companies are doing in the CPG and travel industries, as an example.
Ultimately I think the responsibility of creating a good customer experience (CX) lies with everyone at
a company. It’s true that there are individuals tasked with leading the charge for CX as a whole, which
includes DCX. However, to take it from concept to reality requires everyone’s help as many people across
many business groups within a company interact with a customer along their journey.
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3. Page 3
3rd Annual Summit On Digital Marketing for Financial Services
November 15-16 2016 | Wyndham New Yorker, New York, NY
www.FinancialDigitalMarketingUs.com
flickr
@DMFinancialServ, #DMFSNYC
flickr
Digital Marketing Forum for
Financial Services Private Group
Richard Gans,
Director of Social
Media,
AXA
Fintech: friend or foe?
Personally I think Fintech is our friend. The disruptive nature it creates should be seen as a driving force to
innovate and strive to do better for our customers. It’s not enough anymore to rely on what worked in the
past. Digital disruption from Fintech and other areas is all around us. Instead of just fearing what it will do,
embrace it and use it to propel you forward. Ultimately that will lead to better offerings for your customers
and the company as a whole.
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4. Page 4
3rd Annual Summit On Digital Marketing for Financial Services
November 15-16 2016 | Wyndham New Yorker, New York, NY
www.FinancialDigitalMarketingUs.com
flickr
@DMFinancialServ, #DMFSNYC
flickr
Digital Marketing Forum for
Financial Services Private Group
Juan Silvera,
CMO,
RABOBANK N.A.
Only 37% of consumers see their primary financial institution as trusted partner. What role
will digital marketing play in changing this and what is the future of financial marketing?
According to other industries, where according to you does Financial Services Marketing lag
the most?
Digital customer experience is crucial in today’s competitive landscape. Where does the
accountability for DCX lie within your organization, and what does exceptional CX look like
to you?
Fintech: friend or foe?
The digital marketing toolbox is uniquely suited to help build trust for financial brands as it can deliver
content, genuine engagement and amplification, all at one. The future of financial marketing will revolve
around the convergence of hyper-personalization, real-time communications and seamless integration of
social media like-experiences.
Financial services continues to lag behind in the type of marketing experiences and messaging that can
generate a genuine emotional connection to the brand. Every year we get better with using data, measuring
and optimizing media investments, but consumers still look at many financial institutions as a kind of utility.
DCX sits within Marketing in our company, except for the most transactional interfaces. To us exceptional
CX begins with mobile. Philosophically, we are a mobile first shop, recognizing that it is a journey and we are
not fully there yet.
Friend! What we call Fintech today will not exist in a few years.
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5. flickr
@DMFinancialServ, #DMFSNYC
flickr
Digital Marketing Forum for
Financial Services Private Group Page 5
3rd Annual Summit On Digital Marketing for Financial Services
November 15-16 2016 | Wyndham New Yorker, New York, NY
www.FinancialDigitalMarketingUs.com
Juan Silvera,
CMO,
RABOBANK N.A.
Alok Benjwal,
Vice President,
Consumer and
Marketing Analytics,
LINCOLN FINANCIAL
GROUP
Only 37% of consumers see their primary financial institution as trusted partner. What role
will digital marketing play in changing this and what is the future of financial marketing?
According to other industries, where according to you does Financial Services Marketing lag
the most?
Digital customer experience is crucial in today’s competitive landscape. Where does the
accountability for DCX lie within your organization, and what does exceptional CX look like
to you?
Fintech: friend or foe?
Digital marketing is becoming less about ‘marketing’ and more about the consumer. From ‘one size fits all’
marketing is shifting towards relevance, personalization, engagement and experience. Financial institutions
having started adapting to the change in customer expectations due to what they’re experiencing in other
industries (e.g. Uber, Amazon, Spotify, Netflix etc). As financial institutions bring more context in their
messaging and marketing the consumer experience and trust will move up and eventually evolve into
advocacy. Financial marketing will be about conversations and not about selling. It’ll also be “pull” versus
“push” and delivering what customers demand through cues and explicitly.
The industry lacks a holistic and a well-orchestrated ‘surround’ marketing strategy. It is very important that
different platforms(e.g origination, onboarding, marketing, messaging, servicing, social, content) across
channels talk to each other and leverage the intelligence gained by each other in delivering smarter dynamic
content
Insurance and wealth management have by nature heavily relied on intermediaries to push the product and
services through distribution channels and agents. With innovation happening I see it changing. Today’s
consumer is demanding more control and customization and digital is the only way to deliver that with
speed and at scale. You cannot multiply your workforce by a factor of 10 but digital innovation can deliver
that experience at lower cost and at scale. Companies like us are addressing that.
Call to action
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6. Ann Handley,
Chief Content Officer,
MARKETINGPROFS
Helen Loh,
SVP, Content and Digital Marketing,
CHARLES SCHWAB
Leslie Gillin,
CMO, Global Consumer Bank,
CITI
Charles Moore,
SVP, Head of Digital Marketing,
U.S. BANK
Andras Lazar,
Director, Digital Acquisition,
AMERICAN EXPRESS
Neff Hudson,
Vice President, Corporate Development,
USAA
BrooksTingle,
SVP, Marketing and Strategy,
JOHN HANCOCK
INSURANCE
Shiv Singh,
SVP, Global Head of Digital and
Marketing Transformation,
VISA
Debra Feresten,
Director, Digital and
Omni-channel Marketing,
AXA
Brianne Seiler,
Vice President, Channel Marketing,
HISCOX USA
Cat Baker,
Vice President, Sales Support,
ONEMAIN FINANCIAL
Robert McKinnon,
Segment Director, Financial Services,
SIRIUSDECISIONS
Erik Schneberger,
SVP, Global Head of Digital and
Marketing Operations,
NEUBERGER BERMAN
Todd Purcell,
SVP Digital Marketing,
WEBSTER BANK
Alex Cavalieri,
VP Digital Product,
BLACKROCK
Alletta Emeno,
SVP, Director of Marketing,
MERIDIAN BANK
Josephine Holmboe,
Creative Director, UX Design,
FIDELITY
Marissa Pick,
Director of Social Media and
Content Engagement,
CFA INSTITUTE
Wendy Bryant-Beswick,
Chief Retail Officer,
FIRSTMARK CREDIT UNION
Rudy Adler,
Chief Creative Officer,
WEALTHSIMPLE
Andy O’Rourke,
CMO,
DIREXION
SheriTaylor Gilchrist,
Managing Director, Global Head of
Marketing Services,
THE DREYFUS
CORPORATION,
A BNY MELLON COMPANY
Tom Kelly,
Vice President – Digital /
Marketing Technology,
NEW YORK LIFE
Amy Hu,
VP Interactive Marketing and
Online Experience,
H&R BLOCK
Jason Alexander,
Head of Digital Platforms,
JP MORGAN CHASE
Joe Ziemer,
Director of Communications,
BETTERMENT
Robert Bauer,
Managing Director,
Strategy and Innovation,
AIG COMMERCIAL INSURANCE
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Personalization: Identify segments
and grow conversions
Omni-channel: Integrate touch points
to increase satisfaction
Disruption: Innovate and collaborate
to win clients
Content Marketing: Drive loyalty with
relevant messaging
Attribution & Analytics: Identify
metrics to increase ROI
Internet of Things: Access new
customer data
Digital Transformation: Evangelize
change and lead innovation
Customer Experience: Increase
acquisitions and reduce attrition
Mobile: Optimize mobile to meet
customer demands
Compliance: Achieve agility despite
strict regulation
Social: Save costs & improve targeting
Programmatic: Increase effectiveness
with precision targeting
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YOUR BUSINESS GROWTH:
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flickr
@DMFinancialServ, #DMFSNYC
flickr
Digital Marketing Forum for
Financial Services Private Group.
