The “Best Content” series brings you a handful of the most thought-provoking and informative articles, reports and webinars related to financial services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.
How Customers Interact With Their Banks
Gallup recently came out with a research report examining which channels customers use and for what banking tasks, specifically how channel mix impacts the health of each customer’s relationship with their bank. Interestingly, the study also explored the consequences of channel mismatch – when the channels a customer prefers to use for a given transaction differs from the channels they actually use to complete their business with the bank. The key takeaway: when customers can’t use the channel they prefer, they are much less satisfied with their overall banking experience, and often less engaged. Read more about the report.
An Innovative Example of Native Advertising for Financial Services Brands
Last month, GE Capital announced the launch of an innovative new advertising campaign with Slate.com, featuring a six-month roadshow across the US targeted at middle-market CEOs. The campaign, which features daily blog posts, video and commentary from the roadshow on a special website that is being promoted on Slate.com, is an interesting example of the possibilities of native advertising for financial services brands. Native advertising is a digital ad method in which brands provide valuable content in the context of the user’s experience on a specific platform, the goal being to seamlessly blend in without disrupting the user experience and, therefore, increase the likelihood users will click on it. Think of it as a much more customized, less intrusive form of the advertorial. Ian Forrest, VP of Global Marketing at GE Capital, said the new roadshow is aimed to provide a “holistic, 360-degree view of the middle-market opportunity,” and also to “touch customers, prospective customers, employees and policy makers, to start a dialogue and discussion.” Read more about the campaign.
Sustainability In Financial Services Is Not About Being Green
In this post from the Harvard Business Review, HBS professors, Robert G. Eccles and George Serfeim, argue that rather than “focusing on energy and water in their sustainability reporting,” financial institutions should provide stakeholders with transparent information about their true source of sustainability: their social and governance performance, and how it relates to financial performance. What do Eccles and Serfeim classify as social and governance performance? In the post, they mention everything from talent recruitment, employee compensation, customer security and privacy and responsible products to management of the legal and regulatory environment, systemic risk management and managing conflicts. Wherever your company falls in this spectrum, Eccles and Serfeim make an interesting argument. Read post.
50 Essential SEO Terms Financial Marketers Should Know
As customers conduct more and more of their research online during the buying process, it’s critical your products and services are being found where they are looking. Search engine optimization (SEO) – the art and science of being found online – plays a critical role in this. The Financial Brand recently came out with a helpful list of terms every financial marketer should know about SEO. From keyword density to title tag, this list provides you with the right vocabulary to get started. See list.
Recently, an asset manager client asked us to produce a film aimed at attracting new investors. With half of their investors based outside the U.S., including a growing number from emerging markets, the firm needed a consistent and compelling way to introduce themselves and give investors a peek “inside” the firm. The film introduced…
This week, Internet Week New York (IWNY), an annual festival celebrating internet business and culture, was held at the Metropolitan Pavilion, a few blocks from our office here in the Flatiron District. As always, it was an exiting event. The focus this year was on how technology has disrupted and revolutionized every section of business…
The digital revolution is forever changing how customers choose and use financial services. In his new book, Bank 3.0, Brett King argues that banking is no longer a place you go, but something you do. As we examined in a post earlier this year, there is a fundamental shift taking place in how people…