Agenda

Customer expectations are changing how marketing delivers value in the future Consumers look at leading digital/experience companies and expect the same from us. In this changing environment, it is important that marketing adapts without losing its meaning. Source insight to:

• Leverage analytics to understand your customers
• Build value propositions that are relevant to customers by partnering with industry leading digital organizations
• Incorporate artificial intelligence to improve the customer experience

As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Mindy Loverin, Shutterstock Custom - VP of Strategic Partnerships, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include:

• How to scale content across multiple channels
• Learning which channels to prioritize for maximum engagement
• The types of content that resonate with customers

Content marketing is a big concept today in financial. Technology has advanced in recent years such that certain content can be matched to certain customers/potential customers—and served up digitally to them. Source insights on:

• Why content-as-marketing works well in financial today and how truly understanding the characteristics, the wants and the needs of your target audience can be leveraged to craft your message and your offering
• The need in financial marketing for the creative to not only express the virtues of the financial product or service, but it also to resonate, deep down, with the recipient of the message
• Ways in which financial marketers can determine if content is resonating with their audience

Create a content plan that will engage your audience and drive conversions.

Seminars can be a potent marketing tool. And for service-based companies, educational workshops might just be the best lead generation source you'll ever find. Services often require a longer, more complex sales cycle, during which a prospect needs to have the chance to understand the solutions available to them and how they work.

Why host seminars?

• Educate and inform
• Build relationships with your target audience
• How seminars fit into your existing sales cycle
• Understand what you’re selling
• To charge or not to charge
• Having a powerful call to action
• Building your brand in the community

As organic reach on social media drops, digital advertising is blocked and tuned out, and customer expectations around data privacy enters a defining era, email is poised to continue to drive the best engagement and ROI. Learn how financial service brands can optimize their email strategy with a focus on anticipated, relevant, and personal content. Unlock more engagement in your email strategy by focusing on:

• Using data to send more personalized and relevant emails
• Leveraging transactional and triggered emails to promote your brand and convert customers
• Encouraging deeper (and more efficient) collaboration between your marketing and developer teams
• Lessons from financial services brands from across North America

What works for retail financial services won’t necessarily work for B2B institutions. Develop a digital marketing strategy that works for your audience. Develop a plan to:

• Develop branding for a B2B market
• Support relationship development with clients
• Develop a digital marketing strategy specific to B2B needs

Win over B2B customers with relevant digital marketing.

Content marketing is a powerful tool, but it can be hampered by the lack of coherence with the overall marketing strategy. Align your content marketing with your overall strategy to bolster your branding. Gain insights to:

• Leverage your market research and your metrics
• Connect with both your current and prospective clients
• Ensure coherence between your content, your product themes and your branding

Take away practical tips from real life experience to bolster your content marketing strategy.

Marketing, in traditional accounting terms, is viewed as a cost centre. But your marketing department really should be a revenue driver. Source insights on:

• Driving profits via marketing
• Showing the revenues marketing brings in
• Positioning marketing as a profit centre

Create a profit centre out of marketing to increase revenues.