Agenda

• While this sort of internal reporting should be part of the content work we do, the best measure of success for content is and should be Google results.
• Google's algorithm goes beyond just keywords and meta description.
• It's already taking into account all the factors that make a good user experience -- load times, UX, mobile responsive -- so if you can rank well in organic search then you know you're creating good content.

• Research and insights surrounding how consumers’ mindsets change at each stage of their lives.
• Financial institutions can learn how to be a part of important decisions surrounding some of life’s biggest moments.

Performance marketing in the financial services space is often a misunderstood and underutilized channel. In the session, discover the strengths, weaknesses and opportunities of affiliate marketing and the role that this channel plays in supporting your overall digital strategy.

Learn from industry experts how to:

• Maximize the value of your affiliate partnerships
• Avoid common pitfalls of performance marketing
• Prepare a scalable, results-driven marketing plan to drive new customer acquisitions

Takeaway: Have an informed approach to performance marketing that allows you to achieve scalable results

Transformation Initiatives

Most organizations fall victim to some common pitfalls as they pursue the digital transformation of customer communications.  Join us for a discussion of best practices for communication strategies, content management, and change management that are critical to successful transformation and delivery of omnichannel communications programs. Learn how to:

• Eliminate operational silos and disjointed communications to ensure cohesive, consistent customer experiences across teams and communications channels
• Effectively manage change both throughout the transformation and on an ongoing basis to enable agility and responsiveness
• Put content at the center of the communication to maximize the impact of your communications and enhance the customer experience

Improve your transformation of customer communications while avoiding common pitfalls.

As smartphones and smart speakers change the way consumers search, marketers need to adapt. Build a marketing strategy that takes advantage of voice.

Source insights to:

• Create content that's optimized for voice search
• Build content designed to optimize natural language queries
• Localize content to take advantage of location-based voice searches

Take advantage of voice search to drive consumers to your brand.

In some markets you can’t have a branch on every corner. Build brand recognition with social media. Explore how your institution can leverage social to build your brand without major investments.

Sources insights on:

• Selecting social channels
• Engaging customers in conversation
• Building a brand in the digital space

Build your brand via social media without a big budget

Overview: Simplii Financial opened its virtual doors late 2017 with a straightforward value proposition featuring no fee daily banking and great rates.  It’s distinct positioning as a brand championing simplicity sets it apart from other Canadian FIs.

• Building a new FI brand
• Standing  out in competitive market
• Bringing the brand to life with limited resources

Maria Gregory, Senior Director, Marketing and Communications, for Simplii Financial (CIBC)

The rise of digital has made marketing much more complex, fast-paced and uncertain, and reduced the effectiveness of the old ways of delivering campaigns. Explore how agile principles can help your organization adapt to and keep pace with this new world. Source insights on:

• Why agile marketing is so much more than tweeting content in real time
• How to identify when agile would be the right approach to delivering your campaigns
• Whether the rise of digital will force marketers to adopt agile approaches

Assess some of the challenges agile changes will present to current marketing practices, and vice-versa.

Often in marketing we are given products, told the key features and asked to go find more customers. At Capital One we flipped the script and built a digital product that solves both a huge customer need and a marketing problem unique to financial services. How do you show someone only financial products they will be approved for? As a technology lead company we created a digital solution to this problem, improved the application experience, making our marketing more efficient and effective. A true win, win win.