Digital marketing strategies for 2013,business growth video,guerilla marketing youtube tecnicas - Plans On 2016

We decide digital marketing strategy as marketers follow that strategy to achieve the business goals while following the online procedure. Strategy is used to achieve many goals related to the business .1st of all business have to make the clear digital strategy and have to follow that strategy. Facebook advertising is also very important for the business , most of the people daily login their Facebook account in that respective they also visit their product .Facebook advertising will help you to target the audience for the sales purpose. As a new business person you have to follow the see tool .You will see the dramatic result after following the SEO tool. The major digital themes dominating the banking industry include integrated marketing, quality content and multichannel distribution. The new year means new opportunities for financial marketers to help bring in more business for banks and credit unions.
With more and more consumers doing their banking online instead of at the branch, the year 2015 will see financial institutions differentiating themselves more digitally though effective branding. Typical branding efforts include logo design, corporate identification and style guide development that will extend across all marketing channels for increased visibility. Key Takeaway: Today, differentiating your brand is mission-critical to distinguish your institution in a highly competitive industry with more distribution channels and less consumer loyalty. This year, financial institutions will seek to redesign their corporate sites using the technique of responsive design. Financial institutions will realize overall savings in time, budget and management by delivering a single site optimized for mobile using responsive solutions. Key Takeaway: Responsively designed sites will be the default choice for financial institution site redesigns, with seamless third-party integrations following suit. In response to increased consumer usage, financial institutions will keep rolling out additional mobile banking options this year. Innovations in mobile banking will be focused primarily on making transactions through the smartphone or tablet.
Key Takeaway: Financial institutions will need to evolve their mobile banking offerings, as the adoption and functionality of smartphones and tablets increase in 2015. With users spending the majority of their time consuming digital media on their smartphones and tablets rather than desktop computers these days, financial institutions must invest heavily in mobile marketing in 2015. Banks and credit unions will look to take advantage of the native functionality of phones and tablets to deliver more actionable information to consumers. Financial marketers must be mindful for how content is consumed on mobile, tailoring the format and functionality for different devices.
Considering an interconnected promotional plan, mobile marketing efforts must plug in seamlessly with traditional, social media and content marketing strategies.
Key Takeaway: Mobile marketing is crucial for connecting with consumers on the go, engaging them from offline to online touchpoints as part of an integrated marketing strategy. Content marketing will continue to flourish this year, as financial institutions seek to make their content stand out across multiple channels to attract and convert new consumers. With so many banks and credit unions churning out similar content, financial marketers will be faced with figuring out new ways to reach consumers through different, distinct messaging. In 2015, financial institutions must also effectively staff and support their content marketing strategy. In order to resource content marketing initiatives, financial institutions will rely on internal marketing teams, as well as digital agencies to plan, curate, create, post, monitor and adjust content, while exploring new channels and tools for distribution.
Key Takeaway: This year, financial institutions will focus on not only creating compelling content, but also how to cost effectively shape and disseminate it, while measuring its impact on business goals.
While historically late in embracing social media, financial institutions will catch up to other major industries in 2015, focusing on social media marketing, service, and advertising. Creating a vibrant online community via social media serves to increase brand loyalty and adoption of services for banks and credit unions. 2015 will be the year of paid amplification for financial institutions to assure online visibility with consumers. Content marketing will not only require financial marketers to create compelling content, but also to effectively distribute content. Paid amplification touches search engine marketing (SEM) too, as pay-per-click (PPC) is another form of online advertising. Financial institutions will need to appropriately budget to advertise content across channels. A tried and true marketing tactic, financial institutions will reinvest in email marketing this year. Financial marketers will build their email lists with consumers opting in from multiple online sources. Email marketing will continue to serve as a critical component of institutions’ content marketing strategy, allowing financial marketers to routinely target specific audiences, driving consumers to click through for more information or to apply for a product offering. Key Takeaway: Financial institutions will realize a resurgence in email marketing as a controllable, linkable and measurable method of communication. Video marketing will stay hot in 2015, with financial institutions focusing on producing and posting engaging videos for public consumption. Financial institutions will create branded video content, such as how-to tutorials for online and mobile banking, thought leadership videos from C-level employees, promotional commercials, as well videos showing community involvement.
Additionally, video will fuel social media marketing initiatives for banks and credit unions, as they will be featured and shared on community-based networks. As the click-through rate of display advertising continues to dwindle, financial marketers will rely on modern online advertising to reach consumers in 2015, namely — native advertising. Publisher-produced and sponsored by the financial institution, native advertising is found both on corporate and third-party sites.
Key Takeaway: Financial marketers will invest more in native advertising, working with publishers to serve up content alongside site editorial in the most natural and non-promotional ways possible.
In 2015, financial marketers will need to evolve their search engine optimization (SEO) and search engine marketing (SEM) strategies to keep up with the how consumers search for information. Keyword research will be heavily influenced by newer technologies, such as Apple’s Siri and Google Voice Search, which offer semantic search based on natural language, rather than traditional keyword strings. Because search engines surface the highest quality, most relevant and freshest content, SEO is heavily influenced by content marketing.
Financial marketers will continue to utilize SEM, especially as changes to pay-per-click (PPC) make sponsored results seem less like ads. In 2015, the sweet spot for search engine success for financial institutions will be the combination of organic SEO best practices and paid SEM tactics.
Key Takeaway: If banks and credit unions expect to be ranked highly on Google, Bing and other search engines, it will take optimizing their sites for search, as well as an investment in PPC advertising.
In the coming months, financial marketing will shift further from homogenization to personalization, providing more individualized, contextual experiences to consumers.
Demanding the same level of service on the web that they’ve become accustomed to at the branch, consumers will clamor for a more customized experience online. Key Takeaway: In 2015, banks and credit unions will implement website personalization to offer advice, announce openings, promote products, suggest services and serve up more custom content to consumers online. Due to its effectiveness in cross-selling products and lead nurturing, retargeting (also known as remarketing) will rise in popularity with financial marketers over the course of the coming year. Financial marketers can get really strategic when adding online ad retargeting to their institution’s online marketing plan. While retargeting can be very successful, financial marketers must be wary of adhering to compliance regulations, reflected in the corporate site’s privacy policy. Key Takeaway: Retargeting continually reminds the consumer about the bank or credit union, increasing brand awareness with an increased chance of conversion. In the months to follow, more financial institutions will adopt marketing automation to market more efficiently on multiple channels, automatically carrying out repetitive tasks through sophisticated software programs. Many financial marketers are utilizing marketing automation platforms, such as HubSpot, Marketo, Pardot, Eloqua, Kurtosys, and others that integrate with popular content management systems (CMS) to make lead generation tasks easier to perform. Key Takeaway: Leveraging one platform for omnichannel marketing, financial institutions are incorporating marketing automation to assist with brand standards, compliance mandates and resourcing issues. With an emphasis on digital measurement and metric-based decisions, financial marketers will dive deeper into big data analysis this year.
The challenge in 2015 will be figuring out how to leverage all of the collected data into actionable intelligence for financial marketers to better connect with customers and members. Key Takeaway: Big data will help financial marketers turn analytics into profit, minimizing costs, mitigating risks, and recognizing opportunities for the financial institution. While this year will offer plenty of online marketing tactics for financial institutions to implement, the consumer must remain the focal point of every digital strategy. Chris Rinaldi is a Digital Strategist at ZAG Interactive, a full-service digital agency in Glastonbury CT that has built hundreds of bank and credit union websites. Marketing automation holds a special place in my heart, so I was happy to see they made the cut. I’d recommend looking at analytics first, to see which search engine is driving the most traffic to the site already.
Financial Institutions Are Struggling to Fulfill Personalization Promises Only 22% of financial marketers report having advanced personalization capabilities. Digital Marketing is basically promotion of brands using all forms of digital advertising mediums to reach the target segment. While the talk of the day is internet marketing, the latter is only a subset of digital marketing. Previously seen as a stand-alone marketing strategy because of its extension on mediums which it covers, it is currently visualized more as a marketing effort that covers most, if not all, of the more traditional marketing areas such as direct marketing by providing the same method of communicating with an audience but in a manner using the development of science and technology and thus optimizing resources. So how should firms go about planning their marketing strategies for a successful digital marketing program? As in the second half of the architecture, the business model dimensions need to be evaluated based on the digital marketing capabilities.
Also did you read our article on the The 4 P’s of Marketing – The Marketing Mix strategies?
Believe it or not, digital marketing success today is nowhere near as challenging as most said it out to be.
In fact, when you know exactly what you’re doing (like so many web design companies in Singapore do), digital marketing success can almost be put on autopilot.
Of course, you’re going to make sure that you are putting the digital marketing strategies into action that the most successful businessmen and web designers know and have been using for years. One of the most effective ways to dramatically overhaul the success of your online marketing efforts is to forget about everything “brand-new” and instead dig up the buried secrets of advertising geniuses from the past century.
Even better than that though is that instead of chasing the latest and greatest online marketing fad, you’re going to be able to take advantage of proven methods that have continued to stand the test of time and deploy them against competitors that are chasing their tail in the latest fad. Every single visitor that you get to your webpage should have multiple opportunities to provide you with their contact information – in the more information you can get out of them, the better off you’re going to be. A lot of websites today offer some kind of bait or bribe to visitors in exchange for their contact information (usually in the form of a premium report, download, or something else of value), as those business owners understand that the real money in any business is in the list! You see, if you aren’t collecting contact information, you’re only going to be able to advertise and market to your visitors when they are actually on your site.
Once you have their contact information (at bare minimum their name and email address) you’ll be able to market to them as often as you’d like an almost no extra expense to you whatsoever (note: you will need the PDPA clause if you are in Singapore). There something to be said about business owners and understand the value of multi-step marketing campaigns as opposed to “one touch” promotions.
According to sales research, the overwhelming majority of people aren’t going to be able to make a purchasing decision until they have had at least seven different contacts with a particular company.
Systems like this are easy to roll out when you’re working with someone that understand the online marketing side of things. It’s absolutely impossible to improve results unless you’re testing and tracking your effort, which is why you’re going to want to fall in love with analytics. Web developers are able to help you install tracking codes on pretty much everything that you do online and show you how your promotions and activities are doing by using analytics tools to find out information like bounce rates.
This is the best way to know whether or not you’re doing things that are having a positive impact on your business, a neutral impact, or a negative one – inside information that allows you to adjust on the fly so that your business always comes out on top!
Our bees consist of strategists, designers, and developers who are always constantly excited by new digital technologies. Digital Marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert leads into customers and retain them. With a greater majority of your prospects and customers coming from mobile devices, you will hurt your brand if you are not delivering a mobile-friendly experience. Mobile devices have increased to such an extent that Google released its new search algorithm 2015, which ranks mobile-friendly websites higher in searches. Successful networking is about developing strong interpersonal skills, increasing your brand awareness and discovering hidden possibilities others have to offer. Button shape can also play a big role when attempting to craft the perfect Call to Action Button. A Mobile App or a Responsive Website will optimize your site to be more appropriate for smaller screens. Responsive web design allows you to have a single website that automatically fits the screen size of the device on which it is being viewed. 1.A Single WebsiteHaving just one website for all devices may be easy for you, but not always for your users. Digital marketing differs from traditional marketing in that it involves the use of channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t.
He initially stresses however how important strategy development and implementation are and poses questions that you need to answer to build a successful emarketing approach or an entire ebusiness. Quite rightly Godfrey flags that there are myriad online sources of information on website optimisation all the way through to technical hints and tips.
Digital Marketing: Strategies for Online Success is being published on 25 July 2009 in the UK and the 1 September 2009 in the US and is available from Amazon amongst others.
My iPad two months on – what conclusions can I draw for financial services marketers? I originally was tweaked to this idea by Doug Smith, Author, Writer, Speaker and technology guru who reminded me that everyone is a knowledge worker.   In one of our discussions while working for our client the Center for Business Transformation, we discussed the power of the consumer based on the amount of knowledge they had in palm of their hand.

For example with a cell phone you can purchase anything anywhere, deposit a cheque, do market research, answer a question, or find a “how to video” on YouTube on installing anything or communicate world-wide using skype or Google hang out. A knowledge worker can get also get recommendations from friends, review a restaurant on Yelp, book travel on Travelocity or order a cab through Uber.   The key to this is that knowledge workers, even though consumers don’t think they are knowledge workers now control the buying agenda. I say that because a consumer has more knowledge on any product or service is easily accessible based on the access point and through anyone of the 6 billion online devices now on the planet.So what does that mean to anyone anywhere? Today however after I started my quest of knowledge based on a sound bar purchase, I have reviewed the brands, read the reviews, informed and armed myself with information so that the questions I will be asking when and if (and that’s a big if, since I may just purchase it online site unseen now that I know what I want) will be as an informed knowledge worker – consumer.
If your company has not recognized that yet then you need to consider how to sell to a knowledge worker. Even though it’s important to invest plenty of elbow grease into your real estate business, a well-planned digital marketing strategy is one way to put technology to work for you.
About UsMaximum Real Estate Websites offers turnkey, powerful websites and services for real estate professionals. We assume the example of digital marketing strategy as when you transfer the sales procedure from offline to online. After making the strategy the procedure of marketing will be easy and fast because you have the road map which you have to follow.
This process will need your 1 hour to upload all the new promotions related to your business. It will leave a good impact when your audience sees your email regarding the product in the mail box. As a new entrance in the world of business you have to make the list where you have to display your company product. Consumers will be thrust to the forefront, as financial marketers focus on making meaningful connections with customers and members.
CEB found that 58% of consumers have tried a new brand in the last three months that they didn’t even know about one year ago, so the importance of brand awareness and engagement is paramount.
As the online hub for financial institutions, the corporate website will seek to deliver on the brand promise with customized images, consumer-centric messaging, and personalized user experiences (UX). Catching up to the mobile-friendly, marketing-focused frontend, the third-party, Internet banking sections of the institution site will also utilize responsive design in the near future.
Financial institutions will need to listen to their audiences to deliver banking how they want it. Virtual deposits, direct transfers, and electronic payments will be made more available to consumers via mobile banking.
Mobile marketing is a cost-effective, easy-to-implement way to reach lots of younger consumers in an immediate, interactive way that builds brand loyalty and leads to higher conversion rates. Text messages (SMS), multimedia messages (MMS), push notifications, geolocation marketing and more mobile-centric tactics will be used by financial institutions to reach consumers on their handheld devices.
This means optimizing images for mobile, designing responsive sites, making sure video can be viewed on iOS, and more. Financial marketers will need to be more mindful of the mobile experience when plotting omnichannel strategies, ensuring that content is customized for all devices in the coming year.
A key insight from the a survey on digital marketing trends found that most marketers felt that content marketing is this year’s most important digital trend. By further humanizing their brand voice, financial institutions will strive to connect in a real and meaningful way with consumers. Plotting content to perform natively on each platform, financial marketers will need to figure out how to efficiently customize content for the channel in which it will be published.
Budget previously allocated for more standalone strategies will shift towards content marketing, as many of these traditional and online marketing activities will be incorporated seamlessly into an overall content strategy. In fact, Marketo found that financial service firms saw a 31% year-over-year growth in social media marketing, which is significantly above average. Staffing for social media will be a major challenge for financial institutions, identifying the appropriate internal employees and external resources necessary to plan, create, execute, promote and measure these activities. As noted by Shoutlet, digital ad spend is poised to surpass TV advertising spend by 2016, with social ad spend increasing by 40% last year.
As banks and credit unions compete to cut through the clutter of content, paid and sponsored placements will be a necessity to be seen by consumers. Promoting paid search results, Google AdWords is the most popular platform for PPC, where financial marketers invest in paid amplification of keywords and phrases. Often times relying on digital agencies to buy media and optimize campaigns, financial marketers will experiment with ad spends and placements to discover the right paid media mix. According to eMarketer, 56% of digital marketers cited email marketing as the most effective program for retaining customers. These e-lists will be segmented, targeting audiences based on income, location, life stage and demographics, with promotions, product offerings and other useful information. As consumers become less likely to buy a product or service directly from an email, financial marketers will be tasked to create more valuable, two-way engagements with audiences via email marketing, building trust and authority.
Financial marketers will focus on visual storytelling to educate and entertain consumers with video content that remains true to the brand of the bank or credit union. With over 1 billion unique users per month, YouTube represents a tremendous opportunity for financial institutions to reach Millennials, with 70% of this coveted demographic visiting the video-sharing network at least once a month, according to Forbes Online. Types of native advertising include promoted posts, images, videos, articles, comments, rich media, and more.
Optimizing the financial institution’s website with SEO in mind will be vital, from both a technical and content perspective. Planning for SEO, financial marketers will need to keep up with the constant shifting of search algorithms.
The savvy financial marketer will boost organic search rankings by including branded, business-related terms in public relations, social media marketing, traditional marketing, and other integrated marketing tactics.
Paying for prime placement on Google AdWords and Bing Ads will be more worthwhile to financial institutions, as they will be more difficult to distinguish from organic listings. To meet this demand, financial marketers will need to perform advanced market segmentation, utilizing consumer data and market research to create buyer personas — representative customer profiles comprised of lifestyle, motivations, needs, and more.
68% of agencies and 49% of brands are moving dollars from traditional display advertising into retargeting, as noted by Wishpond.
The ad creative should tie into the site visit, so if the user was browsing credit card pages, then the subsequent online ad should be for a balance transfer or low introductory rate offer. In addition, retargeting should not be abused, as consumers can tune out a brand if they feel like they are being bombarded by creepy messaging.
Salesforce recently stated that the adoption of marketing automation is expected to increase a whopping 50% by 2015. Marketing automation brings content management, data analytics, email marketing, SEO and other common tactics together with one holistic tool. As noted by CMO Survey, spending on marketing analytics is expected to increase by 73% in three years. Analysts will be relied on to sift through disparate, raw data to make logical connections for banks and credit unions. That means making meaningful connections at every touchpoint of the customer journey from offline activities to web-based interactions between consumer and brand.
The financial comfort and security has certainly boomed a major number of people seeking many brands on web. That being said, I think that marketing for search engines should be a lot higher up on this list.
Plus it also forces the marketer to think holistically and yet succinctly when it comes to individual promotions. This now includes Radio, mobile, Internet, Television, social media marketing and other less popular forms of digital media.
While digital marketing does involve many of the strategies involved in Internet Marketing, it extends beyond this by including other channels with which to reach people that do not require the use of the Internet. While there is no such common strategy which fits the requirement of all firms like a glove, there are few generic strategic and economic issues that firms need to keep in mind while designing their marketing program.
Most important dimension for serious consideration is whether your organization structure is geared to handle the marketing methodologies you are planning to implement.  The dynamics of knowledge distribution also needs to be looked into based on this framework. Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. While we aren’t going to be able to share all of them with you below (we just don’t have the time), we are going to clue you into for the most valuable ones. Kennedy (as well as more modern advertising gurus like Eugene Schwartz and David Ogilvy) knew how to really sell using multiplied media and many of their advertising secrets that they helped pioneer are applicable to today’s businesses looking for success on the Internet.
And when they leave you run the risk of losing them forever as you’ll have no way to contact them directly. On top of that, you were even able to put your marketing on autopilot through the use of the email autoresponders, something that a web designer will be to help you out with! Very few people ever purchase something the very first time that it crosses their path, which is why you’re going to want to have multi-step marketing campaigns in place so that you can drum up interest over time.
To make this easy for you, you may want to consider looking for digital marketing professionals who know what they’re doing and will give you every edge and advantage in making your online business a real success! When building your marketing campaigns and designs, try to deliver products and services that will at least last for the next 2 to 3 years if possible.
This is achieved by adapting the content, design, navigation and method of interaction to deliver the same comfort and usability to the mobile user as to the desktop user. One URLThis makes sure your users will find you on mobile devices without having to wait for redirects, especially helpful on slower connections. Easy SEOThere is no need to create specific content for mobile devices, while you still enjoy the benefits of your desktop website SEO on mobile devices.
Easy MarketingNo extra work for the marketing department is required to promote your website on mobile. You will often need to put different emphasis on the same page in order to maximize conversions using the advantages of the platform. TechnicalAs responsive web design is a relatively new technology, there are still some outdated devices with old browsers that will load the website too slowly or even not aat all.
User ExperienceMobile is a completely different experience than desktop, so having a single, even responsive website, may harm your overall UX on both platforms. If you find this article useful, please consider subscribing to the RSS feed for updates on this topic.First of all complete disclosure. Given that it is extremely easy in today’s digital environment to simply put a series of sites live with little planning or preparation I find this approach refreshing. What he focuses on instead is equipping you with knowledge to articulate and plan a competitive digital strategy to capture the loyalty of your online consumers.
What really made me enjoy it however was the end section which spells out a practical methodology for creating and implementing an ebusiness strategy and its associated emarketing strategy. Having particular insight or knowledge of the vertical in which you are going to operate can mean the difference between success and failure. By that I mean that you don’t have to be working in high technology or understand technology to participate.
First of all I was not sure what they were like and was concerned because I had never heard one other than a few in the audio section of a store. We are able to dig deeper, get more information, request advice and sell in an open and online environment. They are armed and dangerous and are probably buying from a competitor and helping to put you out of business in the process. Anyone who assumes that a snazzy business card and a real estate license are all it takes to generate consistent leads, convince prospects to sign, and close regular deals is in for a rude awakening. Here are 8 effective digital marketing strategies that can help you meet and exceed your 2015 sales and marketing objectives.. And the design, colors will leave an important impact on the audience’s mind and it will also affect your sales. If you are following the social media marketing for your business you will easily beat your competitor. Trust me after following that step you will be comfortable while working on the social media. At the same time, financial institutions will begin to differentiate from their competition by humanizing their brand, and delivering interesting, valuable information to consumers with a consistent voice that they can relate to. Whether rebranding entirely or refreshing the current brand, financial marketers will be tasked with making their institution stand out in an industry that promotes many of the same products and services. Financial marketers will emphasize unique brands, and position brands by extending the bank or credit union’s mission and values throughout web content in a manner that is truly felt by the consumer.
Because consumers expect the same type of experience on their handheld devices as they do on their desktop computers, financial institutions turn to responsive design as a mobile-friendly solution. The ultimate goal of financial marketers is to deliver a seamless experience to users, whether the consumers are logged in or out of the institution site. Additionally, mobile banking will permit access to eStatements and finance tools, helping consumers to manage their money on the go. 95% of marketers who did integrate mobile marketing into their overall program said it was at least somewhat effective, as reported in Exact Target’s 2014 State of Marketing report. Financial marketers will be able to target consumers on their smartphones and tablets with banking account updates, transaction alerts, exclusive offers, new products and more timely, personalized information. Because consumers are increasingly engaging with companies through their smartphones and tablets, financial institutions will need to make sure that promotions are appropriately sized for various screen resolutions. Writing, storytelling, editing and publishing valuable content across multiple channels, financial marketers will focus on content marketing as a prime initiative. Financial marketers will utilize branded content — such as case studies, testimonial videos, and whitepaper research — that feature thought leadership and success stories to position banks and credit unions singularly in a crowded marketplace.
This requires becoming more agile in rewriting, reformatting and disseminating the same source material for different audiences, platforms and devices. Content marketing will be the major driver of search engine optimization (SEO), while social media marketing will fuel content marketing efforts. Financial marketers will seek to build brand loyalty by engaging consumers on the most popular social media channels, leveraging each platform strategically to maximize effectiveness.

Combating the stigma that financial information is dry and boring, financial marketers must find creative ways to make the subject matter interesting and informative for consumers. Social media affords banks and credit unions a nimble communication vehicle for timely updates, crisis management and customer satisfaction that assists in maintaining a strong reputation in the financial marketplace.
Leading to this surge in paid amplification is the financial marketer’s ability to specifically target consumers based on granular attributes, such as interests, job titles, locations, and more. Financial institutions will be forced to spend on paid media to augment their owned content, particularly with native advertising. As financial marketers become frustrated with the lack of organic visibility on social media networks and the ever-changing complexity of search engine algorithms, they will turn back to the consistency, reliability and measurability of email.
As such, financial marketers will be wise to incorporate video marketing into their digital strategy.
Maximizing the SEO value with descriptive tags and meta data, videos will be hosted on the corporate site and uploaded to video-sharing platforms. Furthermore, Facebook Videos recently overtook YouTube for share of number of video posts, as brands posted 20,000 more videos on Facebook than they did on YouTube in December 2014, according to Socialbakers.
Whereas display ads consist of standard ad sizes and placements, native ads appear contextually to match the page content as digital advertorials.
A component of content marketing, native advertising appears as branded content within a site’s editorial, as well as recommended content that relates to the information on the webpage. With the help of SEO specialists, financial marketers will research and implement branded terms and strategic keywords into the site’s meta data and content, carefully constructing the page names, header titles and more to attract search engines. Contextual factors, such as authorship, location, social networks, browsing habits, and mobile usage will affect search results. More budgetary and targeting options will give financial marketers added flexibility in reaching consumers via paid search.
These personas identify specific audiences based on user activity, serving up appropriate content along the consumer journeys throughout the financial institution site.
Retargeting serves up online ads to consumers after visiting the financial institution site without converting.
Segmenting audiences, financial institutions can target specific consumers based on product lifecyle, life stages, specific interests and detailed demographics. However, used judiciously, retargeting is a fantastic way for financial institutions to convert a lead or sell a consumer on a related product offering with follow-up online ads. Data integration will be at the forefront for evaluating traditional and digital marketing effectiveness, informing financial institutions on how to better reach consumers in the branch and online. Collected data will also be used as consumer-facing content in the form of familiar, static infographics, as well as dynamic, web-based data visualizations. Today, members and customers want to feel in control, whether in person or online, expecting the same personalized experience from the financial institution. And I totally agree with the key takeaway on the need to both optimize for search and invest in Pay Per Click (PPC) advertising together. Does the strategy assembling platform match with the knowledge that is within your marketing team? If you try to satisfy both mobile and desktop users with the same user interface, you may end up satisfying no one. I was kindly sent a pre publication copy of Digital Marketing: Strategies for Online Success by the books publishers New Holland Publishers (UK) Ltd and asked to review it on my blog. I know that from experience a little forethought can ensure the success of a great idea – not simply because it is a good idea, but because it has been executed well. Without understanding the online environment from the perspective of your business, your competitors and consumers you cannot begin to put together a digital strategy that has any hope of succeeding. Nonetheless, if you are considering developing an online proposition or are already fully immersed in the online world I would recommend taking a look at this book. We are all knowledge workers because we have more knowledge in the palm of our hand than at any other time in history. They get recommendations from friends, they search out reviews, and they interact with retailers by asking questions and negotiating deals through their cell phone. Like all the crap in the audio section of a store, none of it worked or was poorly displayed or inoperable. In a cluttered online space where financial institutions compete over consumer attention, banks and credit unions will seek to convey brand continuity with a distinct look and feel across all marketing channels. Assisting with version control, financial marketers will increasingly take advantage of responsive design as a smart technique to consistently reach consumers on their preferred device. An important decision for financial marketers is whether to offer a native app or mobile site — or both — for consumers to conduct their mobile banking. More leading-edge financial institutions will offer totally web-based eAccounts, accessible online and via mobile devices, that give consumers special perks and incentives over traditional banking accounts.
Consequently, financial marketers must plan for a mobile marketing strategy to reach consumers through popular native apps and enhanced mobile sites. In a practical sense, a bank or credit union can text a consumer to increase a credit line, transfer a balance, open an account or apply for overdraft protection based on time of year, currents funds or transaction patterns.
So, while a digital ad or infographic might read well on a desktop computer, dynamic display technology or customized formats will be needed for consumers to view on smaller screens without a lot of pinching and scrolling. Two key areas of focus for financial institutions conducting content marketing in 2015 will be creating sticky content that distinguishes from the competition and scaling content efficiently across multiple channels. Successful financial marketers will modify content to be more conducive to the nature of each channel, such as writing concisely for Twitter and optimizing images for mobile platforms. Facebook will be used primarily for community outreach, communicating the corporate culture of the financial institution, while conveying philanthropic efforts and offering special promotions. Financial institutions can be positioned on social media as helpful purveyors of finance tips, industry insights, and wealth opportunities that can align to savings and checking, loans, mortgages, guidance, and more. In addition, paid amplification will be necessary for financial marketers to reach consumers on social media through sponsored and promoted content. Promotional messaging will communicate new product offerings to consumers, such as mobile banking and person to person payments.
An attractive form of media for financial institutions to adopt, video marketing is an interactive content type that yields a high ROI, as borne out by sophisticated video analytics.
Other social sites, such as Vimeo, Instagram and SnapChat, will allow financial institutions to promote concise videos to consumers with short attention spans. Connecting to consumer interests, native advertising appears on social media platforms, seen as Promoted Tweets on Twitter and Sponsored Stories on Facebook.
For example, to avoid being penalized by search engines, financial institutions must offer a fully accessible, fast-loading and secure mobile site.
Because SEM is highly measurable, it will remain an attractive paid amplification tactic for financial institutions in a fiercely competitive marketplace.
Made possible by the built-in functionality of a sophisticated content management system (CMS), website personalization puts the consumer in greater control, programmatically displaying desirable content based on geographical location, form data, site usage, and other captured information. For example, the user ends a site session without actually applying for a loan or opening up an account.
Users with a home mortgage might be treated to a HELOC offer for home improvements in the spring or to pay for a vacation in the summer. Programmed to help nurture leads, marketing automation is the software that helps drive inbound marketing, bringing consumers to the financial institution’s site with engaging content.
Analytics will be used not only to measure success, but also to monitor, adjust and inform digital tactics. In 2015, financial marketers will be challenged to serve up pertinent content that engages the consumer in an authentic manner, leading to a timely conversion based on brand loyalty to the bank or credit union. Thus, respectful networking on the digital frontier is increasingly important, but achievable.
I will be honest and say this made me a little nervous: What if I didn’t like the book? They have a better understanding about products, services and make decisions about a company based on user experience. I did not want to take a chance and the sales person on the floor was also ill informed and did not have enough information for me to make an informed decision. If you don’t have the tools or don’t know about your knowledge worker consumer, then it may be time for change in strategy and time for you to become a knowledge worker yourself. There are many other elements which we also consider as a part of the digital marketing strategy. With today’s advances in responsive design, banks and credit unions will be able to offer robust, app-like functionality to consumers on all devices through one browser-based mobile site. There are perceived security and capability advantages to the native app, but responsively designed, secure mobile sites can provide much of the same functionality with a reduced investment in budget and version control. On an ongoing basis, financial marketers will work with digital agencies and Internet banking partners to improve their mobile banking capabilities, allowing consumers access to pre-login account information, credit and debit card management, and card-less ATM withdrawals. Catching up to leading consumer brands, financial institutions will need to create immersive digital experiences on mobile devices.
Familiar marketing tactics such as promotional emails, social media posts and blog articles must scale down for mobile users, ensuring fast-loading times and an optimal experience. Because consumers engage more with visual content, financial institutions will need to source for custom photography, stock images, illustrative graphics, as well as various types of video marketing. Twitter will act as a social news feed for most financial institutions, used for posting blog articles, press releases and other timely information.
Facebook Advertising will be an absolute must in 2015, because Facebook restricts the type of content that users see organically in their feeds. More concise email alerts will be sent to communicate timely information, like branch closings. Moreover, the versatility of video allows it to be used for public relations, online marketing and consumer education, converting users from strategic placements in emails, social media networks and websites.
Increasing online engagement, brand retention and conversion rates, video marketing will give financial marketers an edge in connecting more with consumers in 2015.
Search engine marketing (SEM) is another form of native advertising, because the ads appear next to relative search results. For example, a user arrives at the site from a certain ZIP code and subsequent personalization shows promotions for a new branch opening in the visitor’s town.
Not limited to commercial websites, retargeting can be extended across multiple channels from email to social media platforms for maximum enticement. Using these automated programs, financial marketers are able to set up targeted marketing messages to specific audiences, engage and track consumers across multiple channels, as well as capture user data for subsequent marketing.
As financial institutions implement more multichannel touchpoints, the corresponding captured consumer information will grow exponentially.
Then comes the question of how you are delivering the value transfer from the production of value, to the assembly of value to the end value consumption in a value chain. In the past I would have accepted what was written on the box, taken the product home and bragged about how good it sounded since I did not know any better. Taking mobile banking to the next level, these complex functions include advanced animations, 3D-graphics and phone-enabled functionality.
StatisticBrain reports that 19% of people used mobile phone banking at least once in the past 12 months with 90% checking an account balance or recent transaction.
Some banks and credit unions will also employ Twitter as a social service channel, actively responding to customer issues with the assistance of social listening devices, such as Sprout. Sponsored Tweets on Twitter and Promoted Posts on LinkedIn will both allow financial marketers to boost content reach. Educational emails in the form of ongoing e-newsletters will inform consumers with interesting financial articles.
Hexagram Labs cites in its State of Native Advertising 2014 report that brands expect to be spending 24.3% of their budget on native ads. Upon leaving the site, online ads from the financial institution appear on other sites according to the media buy and placement. At the same time, digital channels are rolling out more robust reporting options, making it a little easier to collect and review metrics. Whether accessing via a native app or mobile site, consumers — particularly Generation Y — will count on mobile solutions to bank with their financial institution. LinkedIn will be leveraged to show thought leadership, attract new talent and promote business banking solutions.
Instagram, Pinterest and Whatsapp advertising will also be available to promote and sponsor content this year. In this scenario, the visitor’s next session will include targeted, useful content that links to a small business planning section of the site. Because most visitors do not convert on their first visit to a site, retargeting them in a subsequent ad increases the chances of getting a consumer to take action.
With the advent of Universal Analytics, Google Analytics offers insightful statistics that go well beyond website tracking. Acting as a hub for video marketing, YouTube will serve up videos, featuring how-to tutorials, leadership interviews, and promotional commercials for financial institutions. Financial institutions will need to earmark dollars for social media advertising, buying and placing content on the various networks. Consumers will be treated to real-time alerts, timely offers and important notifications as part of this type of activity-based marketing.
On the social media front, while Facebook Insights provides more useful numbers, Twitter, LinkedIn and Pinterest now display key performance indicators, as well.
Furthermore, banks and credit unions with the expertise and resources for more social media will integrate image-based networks, such as Pinterest and Instagram into their marketing plans to attract specific demographics with eye-catching visual content.

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Comments to «Digital marketing strategies for 2013»

  1. 22.04.2015 at 15:12:48

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  2. 22.04.2015 at 15:57:57

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  3. 22.04.2015 at 13:55:28

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