utilizing digital performance to overcome industry challenges
TRANSCRIPT
Utilizing Digital Performance to Overcome Industry Challenges Presented By: Guillaume Bouchard, CEO, iProspect Canada
EVP Corporate Development, Dentsu Aegis Network June 09, 2015
Game Plan About iProspect
Overview of the Financial Industry
Digital Marketing Tactics
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4 Conclusion
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About iProspect
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Paid Search
Content Generation
Paid Social
Natural Search
Data & Insights
Performance Display
Web Development
Conversion Optimization
Creative Experience
Structured Data & Feeds
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A Suite Of Services
That span across all digital marketing channels, a truly holistic digital performance
marketing offering.
Guillaume Bouchard CEO, Canada
TORONTO
MONTREAL
2 OFFICES
2 LANGUAGES
70+ CLIENTS
85+ EMPLOYEES
CANADA
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EIGHT GLOBAL NETWORK BRANDS
SIX SPECIALIST BRANDS
PLUS 55 LOCAL BRANDS
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Over 15 years of Experience in Finance
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Overview of the Financial Industry
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Ergonomics
Finances are Very Personal
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Finances are often discussed quietly and confidentially with trusted financial advisers.
That's why many of the challenges that
financial services providers face don't have to
do with dollars and cents. Emotional issues are
involved with finances.
Source: h*ps://www.americanexpress.com/us/small-‐business/openforum/ar9cles/5-‐ways-‐to-‐overcome-‐todays-‐challenges-‐in-‐the-‐financial-‐industry/
Ergonomics
Rapid Technology Cycles
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In the next 3-5 years, we’ll see a radical integration of the banking and financial experience across physical and virtual environments. Customers will soon be able to search for financial products by image, voice, and gesture. How you engage customers in these digital channels matters greatly.
Source: h*p://www.mckinsey.com/insights/marke9ng_sales/digi9zing_the_consumer_decision_journey
Ergonomics
Modern Regulations - Worldwide
11 Source: h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/
Digital Marketing Tactics
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Digital Marketing Tactics
Having a secure infrastructure Natural Search (SEO)
Dynamic content in a highly regulated environment Content
Enhancing the multi-platform experience Paid Search (PPC)
The IT, legal and marketing challenge Analytics
1. Natural Search (SEO)
Having a Secure Infrastructure
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In August 2014, Google came with a clear statement about HTTPS: they would reward sites using a secure HTTPS encryption with a boost in search results.
Secure HTTPS Connection
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The switch towards HTTPS is more relevant for companies in the Finance/Banking/Insurance industry, whom are dealing with what Google calls “life content”. Google gives higher privileges to those who implement HTTPS for security matters, over regular “commercial” content.
Life Content
Have You Switched?
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40% of you have switched to HTTPS
SEO Benefits
Possible boost in search rankings
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More referral data
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Increased security and
privacy
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Things to Watch Out For
Speed issues
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Possible website
duplication
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Prevent loss in rankings when
changing domains
Use 301 redirects
Tips on How to Avoid It
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Use the ‘Fetch and Render’ function in
GWT
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Update sitemaps to reflect new
URLs
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Make sure every
element on the website uses HTTPS
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2. Content
Dynamic Content in a highly regulated
environment
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How does one create dynamic content on a regular basis when in a
heavy legal or regulated environment?
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Content Challenges in the Finance Industry
Organizations are very siloed
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Losing the “human voice”
as it goes through multiple
checks
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The industry is highly regulated
Leverage Your Data into Content Marketing
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Transform the data you have into various content formats like infographics, case studies, and
whitepapers.
Marketing automation will help comply with strict regulations and the need for approved content.
Create a dedicated “committee” that will be in charge of handling and simplifying the “approval”
process.
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Leverage Your Data into Content Marketing
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Use a management tool to create and assign tasks related to content.
Team-up with great storytellers to differentiate your content.
Do not fixate on what you cannot say based on regulations, but rather get creative with what you
can say.
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3. Paid Search (PPC)
Enhancing the Multi-Platform
Experience
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Platform Experience
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In a world where you can search on your desktop, mobile, tablet and even TV how can you be sure that the experience people have on your website is the best is can be?
Due to the heavy structure and privacy
regulations of Financial institutions, it is difficult
to be on top of the latest technology and
platforms.
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How to Adapt
Determine what are the most interesting product for you and build custom mobile landing pages so you can offer a good experience to the mobile customers.
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Custom Mobile Landing Page
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• On the landing page, we recommend using a phone number if you don’t want people to navigate to the non-mobile parts of your website.
• With custom mobile landing pages you: • Have happy customers
• Get good performance on your paid media efforts
• Stay within regulations
• Get time to adapt the rest of your website
Ex. Of a finance mobile landing page
4. Analytics
The IT, Legal and Agile Marketing
Challenge
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How do I remain an agile marketer deploying innovative solutions while still complying with Legal and stop
battling IT for every small change that I want to make?
How to Adapt
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Imagine one of your tags is no longer compliant with your privacy policy.
VS.
XTake a significant amount of time to go through IT and get the tag
removed.
Rapidly make changes to your existing tags and
pixels while complying with your
privacy policies.
Tag Management Solution
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• A TMS allows you to operate outside of the IT’s strict deployment schedule.
• It places a single piece of code on your website that lets you manage all your tags inside. You can rapidly deploy and test new solutions while being able to quickly adapt to legal compliance.
Do you Have a TMS?
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45% of you have a TMS
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Conclusion
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Leverage the data you have to produce unique
content.
In a Nutshell…
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Enhance the multi-platform experience with products that are capable to be
sold digitally.
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Use a tag management
system to operate outside of the IT’s strict
deployment schedule.
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Get a secure infrastructure with HTTPS.
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Conclusion
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Work around the challenges with security and legal/IT regulations, and make the most out of the data you have to bring in more
traffic, increase brand awareness and increase conversion.
Look into Microsoft OneDrive to share files in one central location and remain secure. Try the qualitative analysis tool ‘Lucky Orange’ to hide sensitive information. Consider ‘Test & Target’ if you use Adobe Analytics and are looking into CRO. Do you have a global presence? Study the implication of privacy and data legislation. (check our site for useful links) Beware of the legality of using certain images without having the rights! Before going through the supplier selection process, speak with someone in your legal department for tips.
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Tips & Tricks
Here are 6 key points to consider when looking into improving
your digital efforts while keeping with security & legal restrictions.
For links and more info on the 6 key points go to www.iprospect.com/DMFSToronto
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Pour télécharger la recherche complète (en anglais):
www.iprospect.com/AMR
Thank You www.iprospect.com/DMFSToronto