Q3 2014 blue trophy

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and interviews related to financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Robo-Advisors Vs. Financial Advisors

How worried should financial advisors be of robo-advisors? As Business Insider points out, robots can’t always replace people, especially when it comes down to accountability and effectiveness. And since “the nickname ‘robo-advisor’ might be more sensationalist than it is accurate,” wealth management firms should be addressing the potential worries of their advisors. The article explains that “first of all, humans and robots usually don’t directly compete for the same clients.” Read more about humans versus robots here.

Where the Financial Services Industry Goes from Here
The financial services industry may be picking itself up after the financial crisis, but according to the authors of the recent book A New Era in Banking, it “will never be the same.” Instead, the industry will have to evolve, since the customer base no longer views banks in the same way: they “trust banks less and technology more” and “will increasingly demand consideration of employees, suppliers, philanthropy and other constituencies to improve value creation.” The authors do suggest solutions for these changing times; read more about the book and its suggestions here.

CMO Arturo Perez on Quantifying Marketing’s Impact
At a time when all the available data is overwhelming marketers, it’s important to know what to focus on. As Citizens Financial Group undergoes a rebranding effort while separating from parent company RBS, CMO Arturo Perez discussed in an interview “how he and his team are able to quantify, by the dollar, marketing’s impact on the organization.” He explains the challenges (from recent regulation changes to tracking on new digital channels), the ways in which he is working with Citizens CTO, and explains how marketing is organized to be “fluid.” Fluid organization may sound like an oxymoron, but actually allows for the company “to adapt to all the changes in the market and additional capabilities being built.” Read Perez explain the processes in more detail here.