The data you need is already there

Posted by Felipe Gil on Nov 22, 2019 9:28:00 AM

There are a few things that I fear more than being out of touch. These days, being outdated might leave you out of the conversation. Recently, I experienced being on the receiving end of that "out of touch-ness": as I logged into my online banking, a gleaming ad for a cool gadget popped up.

Don't they know me? Can't they see that not only I don't have money in my account for impulse purchases, but that I never buy that kind of stuff?

Doesn't it feel ironic that the company that knows everything I earn and spend can't tell what type of offer would be more relevant to me?

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Topics: financial institutions, Digital Banking, Personalization in FIs marketing

It is time to recover your brand trust. Keep your word

Posted by Felipe Gil on Nov 7, 2019 7:57:12 AM

When we adopt new technologies in our daily lives, they present us with changes to our behavior that slowly but steadily become almost irreversible. We now "live connected" and think of cellphones as a part of our bodies, but technology also changes us in subtle ways. 

I'm old enough to remember when making an appointment with a friend was a real commitment. We used to organize our day to be there on time, and our word used to have value, and keeping promises was a sign of good manners.

If someone didn't show up, it was because something extraordinary happened. Today when we arrange to meet someone, there is always the implicit chance that it might not happen, just a message away.

Did our word lose value?

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Topics: financial institutions, digital marketing in FIs, Digital Banking

The power of surprise: making your clients find you when they least expect it

Posted by Felipe Gil on Oct 3, 2019 9:00:00 AM

Positioning in search engines is important. Search Engine Optimization often relies on keywords, and other proven methods that make your bank come out on search results every time someone looks for “retail bank”. But this often overlooks what people are really looking for on the internet.

Is the young person who is becoming financially independent really looking for the words “retail bank”? Or is their query instead something along the lines of “how do I open a bank account”?

If a potential customer is looking for a friendly bank, with an easy-to-use app, is yours there to be found? Or is mobile banking hoarding the best positions in SEO?

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Topics: Prisma Campaigns, financial institutions, Digital Banking

Who will run the AI in banking?

Posted by Ianai Urwicz on Jul 2, 2019 11:02:00 AM

Since the dawn of human civilization we've been developing technologies to improve or ease our productivity. If we take a quick look at history we can see that from time to time there have been crucial moments during which the appearance of a new technology had such a profound impact that it brought huge expectations, and a bit of chaos.

In times like those old methodologies can suddenly be perceived obsolete and everything has to be learned again.

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Topics: IA, financial institutions, Digital Banking

Marketing in retail banks: all generations, a single campaign

Posted by Ianai Urwicz on Jun 6, 2019 10:45:00 AM

Not long ago I was having a conversation with a friend who is 63 years old and a retired teacher. She was telling me that the night before, having dinner with her husband and two more couples was taken aback when she realized that she was the only one at the table who used homebanking. I was surprised too.

These are all college educated people, 60 to 70 years old, professionals, university teachers, creatives, cultured people, some with managerial positions. They constitute the perfect example for discussing Age Agnosticism: they remain active in their professions, they want to contribute to society, take care of their health, travel as much as they can.

The new kind of mature consumers that no longer have a passive attitude towards aging.

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Topics: Banking, Marketing Automation, financial institutions, Digital Banking

The B2B Buyer Journey in Corporations and Financial Institutions (part 2)

Posted by Felipe Gil on May 28, 2019 9:27:00 AM

Most corporations and FIs are, at one and the same time, both suppliers and purchasers. As the supplier of goods or services, the corporation or FI  marketing team has to understand and anticipate the information sought by its clients´ procurement departments during the stages of problem identification, solution exploration, and requirements building.

As buyers, they expect the sellers to facilitate their investigations at every turn, to pre-empt their needs and to provide ideas, solutions and information in real time.

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Topics: Prisma Campaigns, financial institutions, Digital Banking

The B2B Buyer Journey in Corporations and Financial Institutions (part 1)

Posted by Felipe Gil on May 22, 2019 9:08:00 AM

B2B buyers research mostly online nowadays.  A recent Forrester study found that more than half B2B buyers research the supplying companies themselves as their major source of information. 

Buyers, inevitably, consult with colleagues, even competitors, refer back to previous investigations and experience. But these merely echo chambers to the plethora of information found online.

Therefore whatever information is online about a product or service has to be complete, accurate and positive.

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Topics: Prisma Campaigns, financial institutions, Digital Banking

Why AI is the best way to market your FI

Posted by Felipe Gil on Mar 20, 2019 9:05:00 AM

Artificial Intelligence is transforming data management and marketing is no stranger to this trend. It is a great option to achieve the degree of personalization that financial institution clients demand. 

The concept of Artificial intelligence dates back to the mid-1950s and it was not until 2006 and 2010 that it reached the level of development necessary to begin making a reality what until then was only theory. How is it being applied in marketing?

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Topics: Prisma Campaigns, IA, financial institutions

How to increase your ROI with digital marketing

Posted by Ianai Urwicz on Feb 27, 2019 9:02:00 AM

The measurement of ROI: how much it can be improved.

The results of HubSpot's research study on the State of Inbound,  indicate that the majority of marketing professionals worldwide are mainly focused on...

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Topics: Marketing Automation, Prisma Campaigns, Digital marketing Campaign, financial institutions, Digital Banking

Why your bank's marketing plan needs innnovation

Posted by Ianai Urwicz on Jan 22, 2019 8:58:00 AM

Have a look at the marketing emails that come in from your bank or FI.  Are they on your wave-length?

If they are, you no doubt read them enthusiastically. Most banks and FIs have spent a great deal of money and effort setting up their automation processes, including digital marketing.  But, if they leave it at that, as if digital marketing is set like a jelly, then, in very short order, they are out of date compared with what their competitors are doing.

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Topics: Marketing Automation, Digital marketing Campaign, financial institutions

 

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