The Future of Financial Services – Utility vs Meaning
Uber, Nike and their like, have turned branding on its head. They have created utilitarian global brands by inserting themselves into our daily lives using technology as their Trojan horse. And through this utility they have invested more meaning into their brands than any global advertising campaign ever could. Utilitarianism is the innovation frontier for financial services. How do traditional financial service companies reconfigure and transform their capabilities to innovate around their customers' needs and rebuild their brand meaning through utility, instead of advertising.
RecordedMar 8 201749 mins
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Colt Foutz, Director, Digital Content Optimisation, TransPerfect & Matt Lowe, CEO, performance.io
According to 2019 figures compiled by Internet World Stats, of more than 4 billion global daily internet users, just 25% are English speakers—and over half of all Google searches are in a language other than English. In fact, a staggering 85% of customers will not engage with your services or products at all if the information is not in their language. In this webinar Matt Lowe and Colt Foutz will reprise their fascinating seminar considering methods of analysing local markets and potential audiences, and how to deliver a relevant user experience in their language across SEO, Paid Media, Social Media and digital content. Bring a notebook and be prepared to learn!
Search Engine Optimisation (SEO) and Pay Per Click (PPC) campaigns sit at the heart of any digital strategy; done well they should drive revenue and business growth, but a successful campaign requires careful planning. This session will use real-life examples to examine the importance of digital PR in the wider marketing mix, consider what an effective campaign structure looks like and how tailored content can supercharge your SEO campaign. Attendees will find out how to maximise a PPC campaign, understand latest developments such as smart bidding, and key considerations to drive traffic, enquiries and revenue. Join us for a practical and detailed look under the bonnet of SEO and PPC.
Effective communications in a crisis: when theory becomes reality
In times of great change, rigorous planning supported by clear communications can help create an element of certainty, even in the most fast-moving and challenging scenarios such as the ongoing Covid-19 pandemic. Good crisis communication in the face of adversity can even build long-term trust with stakeholders, restore brand reputation afterwards and increase shareholder value in the long-term. Through insight, case studies and best practice, our practical webinar led by Instinctif Partners will help you:
•Develop guiding principles for effective crisis communication
•Consider how social media will impact your response
•Anticipate how a crisis situation could develop
•Understand which stakeholders will be most valuable to you – and what they need from you
•Understand how a growth mindset can make you more resilient.
Ian Henderson, Susan Helmont, David Lundholm & Claire Richards
Sharing knowledge, expertise and learning is in The Forum’s DNA; never has this been a more urgent imperative if FS businesses are to survive the global crisis and help keep the UK economy going. Our weekly CMO Surgery will feature two or three senior marketers discussing their thinking and approach to the challenges thrown up by the pandemic. Covid-19 is changing the world we live and work in, marketers need to be agile, flexible and sensitive to public sentiment. Everyone is welcome, so grab a coffee and come armed with questions, thoughts or suggestions for useful resources and help our community to get through this together.
Mis-selling scandals, dual pricing, product bundling, commoditisation, lack of transparency, and convoluted language - the industry’s issues are well documented. Now, with the fast-changing working environment, many insurance products simply fail to engage, demonstrate value or even meet the needs of the gig workforce. In this session our expert speakers will consider how the new generation of customer-focused products aimed at meeting gig workers’ needs offers insurers a golden opportunity to get closer to customers, reflect our changing society and the way it works, drive cultural change and build a new level of brand value.
Quentin Colmant, CEO and Founder, Qover
Patrick Smith, Executive Director, Tribe Advisory
Chair: Mark Huxley, Consultant, Huxley Advisory
Charles Ansdell, Giles Croot, Tom Flynn, Simon Gentry, Elisabeth Cowell and David Cowan
Every organisation has been profoundly affected by the global coronavirus epidemic, with marketers firmly on the frontline of all aspects of communication with customers, the public, employees and more. The price of a mis-step could be disastrous (think Virgin Airlines and Sports Direct) but done well, it could offer savvy and sure-footed brands to limit damage and create opportunities. Join us for an exclusive panel session with experts from comms specialists Newgate Communications and their sister firm Newington. This practical panel session will cover:
•Media crisis communications
•Employee communications and engagement
•Public policy and government engagement
•Social media and digital engagement
•Investor relations engagement
Piers Pollock, CEO, Executive Director, Strategy & Planning, The Gate London
This webinar will look at the detail behind some of the winning entries from our 2019 Marketing Effectiveness Awards; a great opportunity to learn about one of the most compelling financial services campaigns of the past 12 months, and understand what’s behind its outstanding effectiveness.
Case Study: Close Brothers
Close Brothers created a national horse racing partnership with The Jockey Club to build brand profile and provide year-round client entertainment opportunities for its diverse range of clients spread across the UK. The sponsorship was selected for its audience fit and alignment with the Close Brothers values. It was activated and energised by partnering with champion jockey and sporting legend Sir AP McCoy. Analysis has shown that the value of the exposure alone achieved through the sponsorship massively outstripped the cost of the investment and the extra exposure has helped drive up favourability and sales. Winner of the Sponsorship category.
This webinar will look at a winning entry from our 2019 Marketing Effectiveness Awards; a great opportunity to learn about one of 2019’s most compelling campaigns, and understand why they were so effective.
Fiona Blades (Chief Experience Officer) and Bharat Parmer (Managing Director EMEA), MESH Experience
MESH Experience’s 2019 Retail Bank Experience Ranking Report is out; covering metrics such as share of experience, positivity and impact on brand consideration across paid, owned and earned media. We’d love to share some of their findings and insights with you in our upcoming webinar.
What you'll get in this webinar:
•Discover the leaders and laggards in retail banking - who’s moved up and who’s moved down the rankings
•Find out which challenger brand has had a meteoric rise and how they achieved this
•See which brand has risen in the rankings with superlative in-branch banking experiences
•Learn which bank has jumped up the rankings through great banking app experiences
•Key actions to ensure your brand is a leader
Michael Pearson, Founder and CEO, Clarus Investments
An overview of recent fintech developments in the UK. There will be a focus on how fintech start-ups are progressing and performing, and how corporate investors are positioning themselves to benefit from the innovation that is emerging from the fintech ecosystem.
With valuations of fintech start-ups being relatively high, how are they being arrived at and what is currently happening with regards to valuation and valuation metrics?
Maria Borstnar, Consumer Psychologist, Engagement Adviser, Nudge2Engage
Nudge: Improving Decisions about Health, Wealth, and Happiness, the ground-breaking behavioural economics work, is now 10 years old. The ‘nudge’ approach is already widely used in financial services marketing but it can still do more - as a positive brand engagement strategy.
Financial services can build brand trust by adopting a ‘nudge for good’ approach - not only delivering marketing responses but making a positive difference to their customers’ lives at the same time.
Because social media is already outing brands employing marketing nudges that trick customers into actions not in their best interests, #sludge, - does it mean that 2019 calls for more coherent corporate ‘nudge’ policies?
We present ideas on using ‘nudging’ tactically and strategically to positively engage people with financial services products and brands.
The Pension industry and Government need to build on the early success of Auto Enrolment. How can engagement levels be reached that ensure low dropout rates and greater contribution levels. It’s a fair challenge for the marketing and communications professionals to take on.
The success of auto enrolment has largely been driven by employee inertia. But how do we ensure savers remain on board as contributions increase?
With many employees seeing little increase in their salaries, rising pension contributions are hitting take-home pay. How do we dissuade employees - especially the young - from opting out? What are the best communication strategies, and how can these help boost engagement? Are there lessons to take from behavioural finance?
We debate how to maintain the momentum of auto enrolment - what employers, providers, advisers and others can do to help.
John Greenwood, Editor, Corporate Adviser, Director, Definite Article Media
Sir Steve Webb, Director of Policy, Royal London
Matt Ward, Communications Director, AKG Financial Analytics (Chair)
The Forum is a community of marketing leaders from across all sectors of the financial services industry. The Forum’ help its Members improve their marketing effectiveness through a calendar of 50+ seminars and conferences per annum, access to a web-based Knowledge Centre archive of marketing intelligence, and via a journal, Argent.