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Innovation Communications in the Bank Industry
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The YOUniverseof Consumer 3.0
5 hand-to-hand fighting guidesfor financial institutions
successful communication
2014
Alexander Dourchev, All Channels Communication Group
BG realityWorld trends
а. Utopia
b. Feasibility
People are most sensitive to their money.
A. Hassiotis„„
How many pieces for you?
to keep current clients,
to attract new clients and
to create stable loyalty to our brands...
on every PRICE
(with floating rate for 35 years)
Congrats on your new profitable home
Call me anytime!
If you couldsomehow securethe credit line
Easy moneyunder the best
conditions...
... During the promo period
Great deal!
plus 3 kinds of taxes
Can we fix the bill?
Still cautious
Even more(over)informed
Consumer 3.0 82%
think, that the companies collect too much info
about them
86%
Are trying to hidetheir online
activities
Adobe, June 2013Pew Research Center, Sep 2013
47%
Will sharetheir location to get an offer
49%
Are willing to make biometric
payments
Somewhere in … … the YOUniverse
But ...
5 suggestions of … what the YOUniverseanians want
№1: Be honest and ... fun
90%
Expect brand honesty about their products characteristics
49%
It is important for the brands to listen and answerhonestly and timely
10%
This is happening
According to
Nobody expects you to be a saint …... but to
be mature
№2: Be involved (reasonably&daring)
71%
Expect the companiesto solve social issues
39%
Of them do
Only Но...
37%
The business exploits profitable issues
№3: Share personal concern
67%
It is important for the bank officeto be nearby
19%
use it often
Only 58%
Prefer the bank officeto close in order to
to reduce their taxes
Но ...
Despite all that...
54%
The live contact matters the most
Mitel, October 2013
№4: Be in the center of the experience
50%
want references forspecific products
But ...
34%
want personalized Internet pages
70%
personalized lettersneglect
Activity-based marketing
№5: Get to know what your clients want ... tomorrow
THE PERSONAL OFFER IN THE RIGHT TIME
Predictive banking Big data
Social media
Online activity
Physical purchases
CRMMarket analysis
90%
Of the data arelost profits
Thank you