Trends in Marketing of Financial Services

Duration:
2 days
Location:
Prague, NH Hotel Prague
  • Information Cascades and Innovation Communication
  • The Steve Jobs Way to Market a Bank
  • Gamification and Advertainment
  • The Red Queen Effect
  • New Competition: Frenemies, Coopetition
  • Challenger Banks, Digital Convergence
  • Social Media Credit Scoring and Roboadvisors
  • The Curiosity Gap and MarTech (Marketing Technology)
  • X-Sell, Upsell, Premium Segments
  • Digital CSR, PR 2.0 and the six basics of value-proposition
Attend this intensive 2-day training and learn how:
  • To Improve Profitability
  • To Increase Loyalty
  • To Decrease Costs
  • To Increases Customer Base

Course Description:

The global financial services arena is changing dynamically. Competition is strengthens, banks are getting digitalized and therefore new trends and best practices in marketing of financial services arise. Financial institutions start to give marketing and branding all the respect these areas deserve. While price-competition gets more intense branding and marketing emerge as immensely important tools that can differentiate a bank and help maintain or widen its margins as well as strengthen its customer-loyalty reserves. Therefore mastering the trends of financial marketing by attending this training opens up new sources of significant quantifiable return.

Who should attend?
  • Digital Marketing Experts
  • Innovation Strategists
  • Product Development Experts
  • Digital Channel Experts
  • E-Sales Experts
  • Online Distribution Managers
  • Communication and PR Experts
  • Market Research Experts

Methodology:

The training consists of classroom-based teaching combined with case studies and group exercises.

09.30 - 10.15 New Strategies

  • Bricks and Mortar vs Digital: Bricks to clicks vs Clicks to bricks
  • ATL vs Social Media: Synergies and Segmentation
  • Bundling vs Unbundling: Generalists vs Specialists
  • Local vs Location Independent: The digital panacea
  • Physical Safety vs Digital Safety: Changing client-perceptions
  • Case Studies: Behaviosec from Stockholm, Halifax Bank from Leeds, OCBC Bank from Singapore

10.30 - 12.00 Communication in the Digital Age

  • Trust-building via Digital Channels: Information-cascades, Innovation-communication, Frictionless solutions
  • The Banking Innovation Paradox: How would Steve Jobs market a bank?
  • Unconventional Marketing: Gamification, Advertainment, Infotainment, Inbound Marketing, Native Advertising
  • Case Studies: Moven from New York

12.00 - 13.00 Lunch

13.00 - 14.45 How to React to Competition?

  • The Speed has Changed: The Red Queen Effect
  • Competition versus Cooperation: Coopetition, Frenemies, Co-marketing, communication through FinTech companies
  • Eating the Dinner of Banks: FinTech, Challenger Banks, Digital Convergence, Large Banks vs Small Banks
  • Risks: bad and ugly in digital marketing, security, digital alienation, financial illiteracy, regulatory approach
  • Case Studies: Innovate Finance from London, the Super Charger Alliance from Hong Kong, the R3 Alliance from New York

15.00 - 17.00 Clients of the New Millennium

  • Contradictions: Millennials vs Baby Boomers, Mass vs Affluent
  • Linear vs Exponential: Metcalfe's Law, old media vs new media
  • Customer Loyalty: the lock-in effect
  • Digital Identity: the trillion dollar problem
  • Segmentation: CRM, profiling, customer analytics
  • Case Studies: Max My Interest from New York, Stockpile from Palo Alto, Tether from Hong Kong

Day Two

09.00 - 09.30 Refreshing Day One and Warmup

09.30 - 10.45 Design and Data in Digital Marketing

  • Loving a Bank: UX (User Experience), UI (User Interface)
  • Design as Differentiator: Branch, Website, Mobile, Logo, Brand
  • Big Data: Social Media Credit Scoring, Spending patterns, OCR analysis, Geographic proximity, Tailor-made recommendations, Peer comparison
  • Premium Segments: Luxury Brand by design and data, roboadvisors
  • Case Studies: Friendly Score from London, Singular Intelligence from Oxford

11.00 - 12.00 Sales in the New Era: Maximizing Efficiency

  • Prospects: lead generation in the digital age, the Curiosity Gap
  • Marketing Automation: Marketing Technology, The MarTech Revolution
  • Video: problem or solution
  • Old Techniques in the New Era: Onboarding, X-Sell, Upsell, Referral, Welcome Gift, Aggregators
  • Case Studies: ICICI Bank from Mumbai, Umpqua Bank from Portland

12.00 - 13.00 Lunch

13.00 - 14.45 The New Role of a Financial Brand in the 21st Century

  • Brand Personality: digital brand-personality, the digital story of the brand
  • CSR: 'the good bank', how a bank can turn the tide on stereotypes
  • PR 2.0: new opportunities in public relations
  • Value Proposition: innovative image, good employer, awards, getting beyond the six basics of value proposition (value for money, one-stop shop, superior expertise, product-differentiation, ethics, innovative edge)
  • Case Studies: PayPal from Palo Alto, TransferWise from London, LendingClub from San Francisco, BBVA from Madrid

15.00 - 17.00 Summary

  • Concepts
  • Tools
  • Trends
  • 'To-Do's
  • Resources

Evaluation and Termination of the Seminar

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