netwealth customer engagement series - leveraging technology to engage, educate and excite your...

New technologies and marketing tactics that can be implemented in your business to ‘Engage, Educate and Excite’ your clients and prospects and give you a competitive advantage.

Matt Heine, Executive Director

Andrew Braun GM Marketing

Areas we will explore today

Digital marketing tactics the pros don’t want you to know

How to get mobile. To build an App or not?

How to beat the robots. Investment technologies to engage and delight

“Financial advice has a 58% probability of being replaced by robots or artificial intelligence, which puts it among the 10 professions most likely to be computerised in the next 10-20 years” Oxford University Report 2013

“Facebook has the reach of TV but with the targeting capabilities and low-cost entry price that only the internet can offer.”

Facebook Advertising

Your email database matched with Facebook’s database. Awesome targeting.

Facebook ‘Custom Audiences’

• Male • Aged 55+ • Roy Morgan Helix Persona “Smart Money” • Interested in financial products

• Female • Aged 25-35 • Single • Professional • Roy Morgan Helix Persona “Young & Platinum’” • Interested in financial products

netwealth pre AFA 2014 conference campaign Campaign objectives: Brand awareness of netwealth to AFA conference attendees Facebook tools: Desktop news feed, right hand side advert; Custom audiences Click through URL: Custom-designed landing page promoting why netwealth is a good choice. See: https://www.pages05.net/netwealth/kickstart/whitepaper

netwealth adviser support ‘brand’ campaign

Campaign objectives: To assist advisers “sell” netwealth, a series of adverts were created to improve our brand recognition amongst certain target groups, who we believed were more likely to visit a financial adviser. Facebook tools: Desktop news feed, right hand side advert; Facebook profiling and lookalikes

netwealth A/B subject line experiment - Which subject line wins?

Email marketing best practices

%%FIRST NAME%%, be AIA Vitality ready and win great prizes Enter the netwealth and AIA Vitality Fast Start competition and WIN

netwealth launches the AIA Vitality Fast Start competition: $1000 worth of prizes to win

AIA Vitality promotion closing soon: $500 prize plus 2 Fitbit Flex devices still up for grabs

Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.

Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.

netwealth A/B subject line experiment - Which subject line wins?

Email marketing best practices

Unique Open Rate

34.18%

31.33%

30.42%

%%FIRST NAME%%, be AIA Vitality ready and win great prizes Enter the netwealth and AIA Vitality Fast Start competition and WIN

netwealth launches the AIA Vitality Fast Start competition: $1000 worth of prizes to win

AIA Vitality promotion closing soon: $500 prize plus 2 Fitbit Flex devices still up for grabs

Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.

Promotion closing soon: Take a few minutes to enter. Great prizes still up for grabs.

20.37%

18.52%

17.70%

Your subject line’s sidekick: the pre-header

Email marketing best practices

Which link wins?

Email marketing best practices

20%

80%

A bit harder to do

Remarketing, e.g. GDN, Adroll

A visit here…. Resulted in…

Even harder to do

Digital personalisation

Some notable statistics

Forget mobile first, it's a mobile only world!

A search for “financial adviser"

Which mobile website is better?

Which one is best?

• Caters for multiple customer intentions (not only a “do” page)

• Optimised for mobile

• Responsive web design

What is the difference

Mobile website versus Native app?

Feature App Web

Cost

Speed

Security

Cross platform

User experience

Speed to market

Available developers

Low ongoing support costs

Distribution

% of profit

Mobile web Mobile app

Spot the difference

Website and eDMs

Responsive versus mobile specific

Good for marketing websites and emails ? Questionable for transactional websites

netwealth experience

Mobile: web + native • Dominated by Apple

iOS devices • Access to statements/

reports; Aggregated account views

Email: Responsive HTML

Before After Desktop Mobile

What do you expect from your service provider?

How do you use your tablet at work?

Tablet usage by financial advisers

Customisation and personalisation in a cost-effective scalable manner

Investment technologies to engage and delight

Disclaimer

This information has been prepared and issued by Netwealth Investments Limited (netwealth), ABN 85 090 569 109, AFSL 230975. It contains factual information and general financial product advice only and has been prepared without taking into account the objectives, financial situation or needs of any individual. The information provided is not intended to be a substitute for professional financial product advice and you should determine its appropriateness having regard to you or your client’s particular circumstances. The relevant disclosure document should be obtained from netwealth and considered before deciding whether to acquire, dispose of, or to continue to hold, an investment in any netwealth product. While all care has been taken in the preparation of this document (using sources believed to be reliable and accurate), no person, including netwealth, or any other member of the netwealth group of companies, accepts responsibility for any loss suffered by any person arising from reliance on this information.