Econsultancy and Adobe recently conducted a study that included more than 300 financial services executives around the world. The study found that “growth” was the organizational priority for the financial services business and provides that the objectives of digital sales will increase 33 percent over the next three years. This expectation is not only in terms of volume account, but also a better quality of account.
Can your digital marketing strategy and marketing acquisition capabilities today meet increased targets of tomorrow?
break down barriers to success
successful acquisition begins DATA. The good news is – as with most financial institutions -. You more than likely the data you need to create more personalized experiences and, ultimately, increase conversions
However, some common challenges, well documented can prevent it becoming a reality. First, channels constituting a connected customer experience are managed separately, by separate teams, and using separate tools. The display is usually managed by an agency, the research could be handled internally, and the website of a company may be managed by an internal team completely different. In addition, customer-relationship management (CRM) data is used for direct mail and email marketing, digital marketing operates the digital behavior -. And all these must converge to be more effective in all channels
In another recent survey, 61 percent of respondents indicated that improving the integration of the tool would enable them to better use of data to support their marketing and advertising. Only 12 percent of companies surveyed said they had a single customer view -. Without which, the results include the relevance of the message of reduce, response, conversion and marketing effectiveness and increased difficulty with attribution
Start your engines!
Here are three ways you can restart the process of acceleration of your acquisition efforts.
1. Embrace a culture based on the data.
Creating a culture of data is essential to the survival of organizations in the future. Without a solid database marketing decisions based on trial and error – and today’s customers will not stay with brands that miss the mark. Your organization must be ready to quickly deliver experiences most relevant brands at any touchpoint -. And the carefully executed data-driven marketing is the answer
2. Take Hold Part data.
Although the use of third party data is financial services companies are profuse deepest knowledge about their customers from their own data first part. By activating and operationalize your first piece of data, you can provide content and offers more consistently more relevant.
3. Welcome Integration With Arms Wide Open.
Our attitudes must change as regards not only the way we define the success of our marketing channels, but also how our organizations consider integration. With clients to jump in and out of touchpoints, we need a unified and integrated approach to ensure they have a solid experience in the land. While the world of acquisition evolves, so must your digital marketing strategy -. Including the integration of marketing and advertising technologies
Expectations have increased exponentially in this new world of the acquisition. Customers want that you know them, and leaders demand results from your marketing efforts. Learn more about how Adobe Marketing Cloud – uniting the marketing and advertising technologies -. Can accelerate your acquisition marketing
With the described tools and strategies, you can unlock the full potential of your data to better identify potential customers right and understand how all channels are really performing. You can acquire more, the better accounts – and using all media dollars less. It is not only theoretical -. This is the new reality
For more information on data-driven marketing used to attract high-value customers in financial services, read the full report here.