On Friday 23rd October, financial services digital agency Embrace hosted a marketing automation event in association with IBM Marketing Cloud and financial services market research company, Opinium.
Entitled Get Personal, it was a dedicated session to explore and evaluate personalized digital marketing, or marketing automation, for asset managers. At the heart of the session was the agenda that although the digital landscape is complicated and noisy, if you can understand the user journey from an IFA or investor perspective, it makes it easier to engage the audiences when communication is personalised.
Marketing Automation – Changing the Customer Journey
The event featured various keynote speakers, Laura Creamer and Sid Mankour from IBM Marketing Cloud set the scene, outlining how technology has changed the sales journey – across sectors, 50-80% of the customer journey now done online.
Marketing specialist Simon Ryan spoke of the importance of social media in the customer journey because the medium is now full ingrained in everyone’s day-to-day lives: 54% of adults check social media before they go to sleep and 38% as soon as the wake up.
Insights and approach
Alexa Nightingale from Opinium shared highlights from the market research conducted into IFAs and investors use of digital.
She revealed how 96% of investors that were polled are using at least one online source to influence their investment decisions and how earned media was certainly now the most important part of the marketing mix in driving investors’ research.
Embrace Digital Director Paul Wreford-Brown revealed how these insights could shape communications and how marketing automation could serve users a personalised experience with relevant and targeted content.
The final keynote speaker, Stuart Millson of Black Swan Partners outlined the golden rule for financial service marketers wishing to personalise their content without a personal recommendation: Do not mention a specific fund or other single investment product.
If adhering to that, personalised communication can be used on websites, in email, tweets or posts or adverts on LinkedIn or Facebook while firms integrating social functionality facilitate users’ recommendations which fall outside of FCA regulations.
The event was well attended by among others Arrow Group, Baillie Gifford, Berenberg Bank, BlueBay, Bond Asian Ventures Limited, Rathbones and T. Bailey Asset Management.
However, if you missed out, Embrace would be happy to meet and share our insights and approach with you.
For further information, please contact embrace Digital Director, Paul Wreford-Brown on +44 (0)20 7336 7633 or [email protected] to find out more.