Today marks the start of our 2014 Digital Financial Services Summit and as a content marketer it’s a personal favorite from our portfolio.
This morning kicked off with Google, LinkedIn and Facebook all talking about their latest developments and it was interesting stuff. It genuinely makes me excited to be working in this field.
There seemed to be some real change in the room from even just 12 months ago. People are really starting to ‘get it’ when it comes to smart, customer centric marketing models but a few key things really stood out.
The linear funnel is dead.
Ok, maybe that’s slightly dramatic but we can’t just move people down a linear path any more. Just like digital in its essence, we’re currently going through exponential growth in the way we service and market to customers. Connecting on a ‘flight path’ now seems more accurate than taking through a funnel.
For example, statistics demonstrate that people on average have taken themselves through 60 per cent of the overall buying cycle by the time they engage with a brand. Using a flight path approach will allow companies to connect across more or those touch points rather than assuming they can be pushed through a linear funnel. It also offers the best chance of being in mind before 60 per cent of the decision has been made.
It’s perhaps these sorts of statistics that drove Barclays Bank in the UK move 25 per cent of their service desks straight into one of the leading supermarkets, Asda.
Content is not.
Content marketing is the leading marketing tactic. It’s been around for years, probably around 150 but in 2014 the barrier is low and the ROI is high.
In Australia, Facebook users who log on everyday (85 per cent of overall users) log on 14 times. There’s a constant hunger for keeping updated and consuming knowledge.
Even on LinkedIn, well known as being a place of job opportunities – Content is currently viewed 7 times more than jobs posts on the platform.
So what’s going to make good content going forward? It’s still the same principle – helping someone and offering value. To tie in with the omni style flight path, and 50 per cent of traffic now through mobile, we’re going to see the rise of Big Rocks. In other words, those big pieces you can slice and dice 5-10 other ways. This generally starts with an eBook, but then splits into articles, videos, webinars, infographics, podcasts etc.
We’ve still got emotions
Many a marketing team is trying to get a grasp on data, targeting, segmenting and creating various different buyer personas. However, some of the most successful marketing campaigns of the year have played more on our emotive sides, a reminder to never forget the powerful impacts a heartfelt campaign can have.
The latest example is the #TDThanksyou from Canadian Bank TD. And yes, I challenge you to watch it without shedding a tear – I failed (6 times). The video with the tagline ‘Sometimes you just want to say thank you’ has had over 10 million views and doesn’t play on any of the features the bank can offer with smart analytics or intelligent services. Nope it focuses on positive awareness and brand reputation, but I tell you what – I’d bank with them!
Mobile mobile mobile
I wish I’d started a kitty for $1 every time the word mobile was mentioned. Mobile has very much become our primary screen and we need to make sure every single landing page is optimized for that.
In any customer centric model, to be with the customer from the start of the journey, there absolutely has to be a massive focus on mobile. It’s about ‘information that moves with you’ – get that wrong and you’ve lost that customer forever.
Drawing on finance as an example, search results show that ‘home loan’ as a term was very much a Monday-Friday search. It completely dropped off at the weekend. However, we’re now seeing a consistent level of search results 7 days a week – this is causing the home lending companies to move into real estate listings to be there on the day as the person is looking at a house – being a mobile tap away from seeing if the buyer will be accepted for funds as the notion pops into their head.
Google are working on a next generation mobile concept for our everyday lives with phones connecting into the internet of things. ‘Project Tango’ (and you can find more here https://www.google.com/atap/projecttango/#project) uses visual cues to map out interactions. The goal of Project Tango is’ to give mobile devices a human-scale understanding of space and motion.’
Only time will tell the next big trends to make an impact, but no matter what tech occurs, it’s never been more important to start planning for being agile as a business. There are things that aren’t in the market yet, but the only way you can take advantage is to set a flexible working model now.
Last note – Did you know that if you’d have bought 100 bit coins in 2010, they’d be worth 761,000 now!?
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