Mobile marketing trends 2015 summer,program powerpoint viewer 2007 download,video editing for mac free - .

Content Marketing would also make a great impact in 2015 and we can expect to see more budget allocated to the preparation and distribution of quality content.
We also see that Social Media Marketing will be recognized as one of the pillars of marketing. Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than first thought due to unforeseen market forces, technology constraints or poor user adoption. Predictions on how we will interact with our mobile devices and how they will interact with us, are often overplayed or take many more years to come to fruition than at first thought due to unforeseen market forces, technology constraints or poor user adoption. Let’s look forward to the year ahead in mobile and explore the new opportunities and challenges that are opening up for consumers, developers and marketers. With some very high profile hacks this year (Sony’s email leak and the Snapchat hack spring instantly to mind) security is going to be at the forefront in the minds of consumers and developers alike. We’ve long been promised a world of wearable tech but as of yet it’s failed to materialise. Driven in large part by millennials who are spending more than any other demographic using their smartphones, expect to see a sharp boost in mobile payment from digital wallet services. The use of proximity technologies, like beacons and near field technologies, could see mobile marketing campaigns become more intimate and personalised than ever before. In 2014 mobile e-commerce overtook traditional desktop e-commerce, accounting for 22% of online sales. Many businesses slow to adapt to mobile will feel more pressure to adapt in 2015, as Google announces a new mobile friendly label in its search results pages on mobile devices.  Perhaps more tellingly, it also announced that this would soon become a ranking factor.
About the Author: Jon Mowat is a former BBC documentary filmmaker and now runs British based video production and marketing company, Hurricane Media. Over the past couple of months I’ve received a ton of emails from readers asking me to share more insight in and around LinkedIn so I’ve decided to hold another webinar with Alex Pirouz, founder of Linkfluencer. The first one I held a few months back was well received with over 3000 people registering for the session.
With the world having more than two billion smartphone subscribers, it is no wonder that mobile video ads are also rapidly growing. OK but on #3 why the link to Google Glass getting a second look by bizs from last August when Google shuttered GG?
Your right, Google Glass in its first iteration has been shelved even after a good take off.
The second iteration of glass with Nest inventor Tony Fadell at the helm, is expected to get some serious uptake in the B2B sphere (which the original Glass was already seeing) so wearable tech is definitely not dead for Google. Das Verstandnis uber Mobile Advertising Trends ist wichtig fur jedes Unternehmen und fur jeden, der in das Mobile Marketing einsteigen mochte. In diesem Artikel haben wir die besten Mobile Advertising Trends aufgelistet, bei denen wir erwarten, dass diese im Jahr 2015 eintreten werden.
Obwohl die Smartphone-Penetration einen wesentlichen Teil zum Mobilewachstum beitragt, dreht sich nicht alles darum. Im Jahr 2014 ist der Erfolg fur natives Advertising radikal auf vielen verschiedenen Online-Plattformen uberall auf der Welt angestiegen.
Zum Beispiel hat Twitter kurzlich mehr Aufwand betrieben um ein Natives Advertising System zu kreieren, dass es Mobile Marketers ermoglicht, mit ihrem Budget einige bemerkenswerte Sachen zu machen. Wie praktisch gesehen jedes Jahr zuvor auch, werden in der Zeit nach Weihnachten die geringsten Ausgaben auf Mobile Ad Spend verzeichnet und viele Marketers werden mit den Ausgaben bis zu einem spateren Zeitpunkt im Jahr warten.
Entsprechend des oben genannten Trends, wird die Preissetzung fur verschiedene Anzeigenformate uber das Jahr hinweg schwanken und sich verandern.
Diese Veranderungen reflektieren allerdings lediglich das Onlinemarketing, was wir jahrlich zu der Weihnachtszeit und direkt im Anschluss wahrnehmen.
All diese Mobile Advertising Trends fur das Jahr 2015 mussen verstanden werden, bevor mit den Investitionen in Mobile Marketing Kampagnen begonnen wird. 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. In toenemende mate zien we dat technologie het vakgebied marketing, en het gedrag van consumenten, veranderd. Wanneer het op technologie aankomt is het niet langer de vraag of we het kunnen maken maar hoe we nieuwe innovaties effectief in kunnen zetten. Het Internet of Things (internet der dingen) staat voor het verschijnsel dat steeds meer voorwerpen verbonden worden aan het internet, en dus aan elkaar. Het IoT is een begrip dat de laatste jaren steeds vaker opduikt maar inmiddels is de definitie realiteit geworden en een belangrijke technologie voor marketeers. Het aantal zoekopdrachten met de term “internet of things” groeide met een factor 1.5 in het afgelopen jaar. Het aantal zoekopdrachten met de term “wearable tech” groeide met een factor 3 in het afgelopen jaar. Het aantal zoekopdrachten met de term “smart tv” groeide met 28% en was de meest gebruikte zoekterm in vergelijking tot andere tv specificaties.
In totaal is voor 1,6 miljoen uur aan video bekijken op Youtube met als onderwerp “connected car”. In 2015 zal het merendeel van de apparaten die consumenten gebruiken verbonden zijn met het internet. Het vertalen van data naar inzichten en acties is echter een proces dat de nodige aandacht behoeft. Mobiele apparaten zoals smartphones en tablets zorgen ervoor dat mensen, producten, diensten en ervaringen constant met elkaar verbonden zijn.
Naast deze bekende apparaten spelen “wearables” een steeds belangrijkere rol in dit proces, denk bijvoorbeeld aan de Google Glass of zogenaamde slimme horloges zoals de Apple Watch. Consumenten besteden meer dan 151 minuten per dag op hun smartphone. Dat is meer dan ze besteden op tv of de computer. Het aantal zoekopdrachten dat de woorden “in de buurt van” of “in [locatie]” bevat is gegroeid met een factor 5 sinds 2011.


Het aantal zoekopdrachten met de term “gezondheids app” is gegroeid met een factor 12 in het afgelopen jaar.
Het aantal zoekopdrachten voor NFC (een techniek die smartphones laat “praten” met andere apparaten) is gegroeid met een factor 1.5 sinds vier jaar tijd. Marketeers doen er slim aan de ervaringen rond hun merk en bedrijf te optimaliseren voor mobiel gebruik. Doordat consumenten altijd en overal toegang hebben tot internet verwachten ze dat ze op ieder gewenst moment die informatie kunnen vinden die ze nodig hebben en snel worden geholpen. Voor marketeers betekent dit dat het verkrijgen van inzichten in het gedrag en de voorkeuren van hun doelgroep cruciaal is, evenals toegang tot de verschillende touch points gedurende de customer journey. Alleen door de juiste informatie op het juiste moment te bieden, en snel te anticiperen op vragen voegen zij echte waarde toe en creeren zij onderscheid ten opzichten van de concurrentie. Het internet wordt steeds meer gezien als virtuele (winkel) assistent. Het geeft consumenten antwoord op al hun vragen wanneer we maar willen en door slimme algoritmen komt het zelfs met suggesties voor we zelf weten dat we het willen! Snelheid is cruciaal, het aantal gesproken opdrachten op de Google app is gestegen met een factor 30 ten opzichten van getypte commando’s. Dit artikel is gebaseerd op het zoekgedrag en marktonderzoek van Google in de afgelopen maanden en in die hoedanigheid een reflectie van de meest actuele trends. Wilt u meer weten over de inzet van mobiele technologieen voor uw marketing afdeling? That is, responsive websites will become even more critical and potentially take a huge leap with multiple websites switching to responsive design.
In 2014, we already saw that 93% of B2B marketers engage in some sort of content marketing. Apps such as Twitter allow businesses to sell their products instantly and directly on the user’s news-feed without leaving the app.
It is expected that content from emails will be re-purposed and will now be featured as friendly downloadable PDFs, eBooks and Whitepapers. In 2015, Native advertising will shift from being solely about promotional content to being more about relevant content and will become an important part of online advertising. Looking forward, OVUM predicts that another 1 billion people will connect to the web by mobile devices by the end of 2015. Expect passwords to continue to be replaced – or at least used in conjunction with – other forms of security like biometric identification and a push towards tightening up security around cloud based services.
This is a world that goes far beyond thermostats that turn themselves on before you get home. From the faltering Google Glass to devices like the Apple watch, it’s become easy to write wearable tech off as a fad. Apple Play may well succeed where Google Wallet failed, due in part to the fact that so many of its customers already have their credit card details stored on their iTunes accounts and the consensus it has gained from the big three payment companies (Visa, American Express and Mastercard). As marketers become able to “follow” consumers around the world and understand more about their purchasing habits, so they can target advertising at them in more effective ways.
This trend will continue unabated in 2015 and as a result you can expect to see increased investment in mobile web spend in 2015. Unresponsive or mobile unfriendly websites could therefore start to lose out to their mobile friendly rivals in the near future, forcing more and more companies to invest in mobile website optimisation. He has written extensively on video marketing and social media marketing and has given talks on these subjects both in the UK and abroad.
Im Jahr 2014 hat das Mobile Marketing einige interessante Veranderungen erfahren, die neuen Schwung in die Mobile Marketing Industrie brachten. Entgegen einiger Erwartungen der Analysten halt das Wachstum auch heute noch, 5 Jahre spater, an, ohne eine Wachstumsruckgang wahrend dieser Zeit wahrzunehmen. Das erfolgreichste Netzwerk war Facebook mit der Moglichkeit des sehr genauen personalisierten Targeting.
Wir konnen davon ausgehen, dass natives Advertising auf Plattformen wie Facebook und Twitter, besonders letzteres, ohne jeden Zweifel in die Hohe schie?en wird. Wir konnen ein drastisches Sinken der Mobile Ad Ausgaben zu Beginn des Jahres 2015 erwarten, allerdings wird dies wieder exponentiell uber das Jahr hinweg ansteigen.
Das Inventar ist schon zu Beginn des Jahres hoch, allerdings steigt die Nachfrage erst so richtig in den Quartalen 2 & 3 an, was ebenso den durchschnittlichen CPM fur die meisten Anzeigenformate ansteigen lasst. Obwohl ein gro?es Potential fur Mobile Advertising vorhanden ist, ist das Wissen uber den idealen Zeitpunkt fur den Start einer Kampagne erfolgsentscheidend und kann signifikante Veranderungen in den Ergebnissen widerspiegeln.
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. In dit artikel gaan we kort in op drie trends die ons werk en dagelijks leven beinvloeden en ook komend jaar van groot belang zullen zijn. Hierin spelen de samenstelling van de marketing afdeling en haar competenties een belangrijke rol. Dit omdat de hoeveelheid data (en de hieraan te ontlenen inzichten) die het genereert ons in staat stelt effectiever te communiceren met consumenten, conversies te meten en verhogen en de klantervaring te verbeteren.
Wereldwijd groeit het aantal verbonden apparaten naar 5,9 miljard en jaarlijks zal dit toenemen met 30%. Marketing afdelingen zullen zich dat moeten realiseren en hierin moeten investeren om het maximale uit dit geweldige potentieel te halen.
Door het interpreteren van allerlei data zijn ze in staat het internet en de wereld om ons heen te personaliseren en vorm te geven, en dienen ze steeds meer als persoonlijk platform. Zij stellen marketeers meer en meer in staat in contact te treden met hun doelgroep op ieder gewenst moment met hen te communiceren. Naast investeringen op het gebied van websites en mobiele applicaties kunnen Location Based Services (LBS) helpen om dit te bereiken.
Om dit te bereiken is een 360 graden kijk op de klant en de customer journey absoluut noodzakelijk.
Een van de meest gebruikte commando’s is nu bijvoorbeeld de opdracht “breng mij naar huis” bij Google Maps. Nieuwe technologieen zijn geen overbodige luxe om de hedendaagse consument te kunnen blijven volgen en passend van dienst te kunnen zijn. Whatever landmarks are reached and bridges crossed in the intervening period, you can make no mistake that progress on several fronts is speeding up.
With the growth of Internet of Things connected devices set to rocket as well, 2015 could be the most critical year yet for addressing the issue of mobile security. Expect cars, white goods, a whole host of new wearables and even children’s toys, to start changing the way we live and connect, as well as opening up huge new opportunities for ever more targeted marketing as third parties begin to collect more and more data about our daily habits.
But as mobile technology and infrastructure improves, so to do the opportunities these devices present begin to diversify.
Through the combination of sophisticated joined-up datasets and imaginative non-linear content marketing campaigns across multiple devices, marketers can understand and interact with their key audiences in real time and in a way never seen before.
The UK is expected to be the first country in the world where advertising spend on digital tops 50% and 29% of this will be on mobile.
He has worked with companies of all sizes, including well known brands like Canon, Sony, BMW and Peugeot. Fur das Jahr 2015 nehmen wir ganz stark an, dass auch das nachste Jahr mit weiteren positiven Trends begleitet wird und zunehmend wachsen wird. Quartal 2014 sind die Mobile Ad Ausgaben um 87% gegenuber dem vorherigen Quartal gestiegen und um 233% gegenuber des Vorjahres. Allerdings gibt es noch andere Netzwerke, die sich nicht wesentlich weiter hinten befinden. 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. Ook zijn ze in staat informatie te verzamelen en versturen die gebruikt kan worden door derden. Deze momenten en de manier waarop interactie toegepast kan worden noemen we ook wel “mobile engagement” of terwijl mobiele interactie. Hiermee kan men nog beter inspelen op de context rond de gebruiker en stijgt de relevantie van de boodschap. Het aantal zoekopdrachten met de term “zelfde dag leverbaar” steeg met een factor 2 in de afgelopen 4 jaar.
On the heels of these new devices you can expect the debate around security to start hotting up as well.
Ever more detailed health and fitness stats will help us to constantly monitor our own heart rates, blood pressure, skin temperature and breathing rate, or perhaps more importantly those of elderly or infirm loved ones who are living on their own.
Display advertising is set to take up 20% of this budget, with 37% of that being on mobile.
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. There are also numerous of B2B applications here with Google Glass potentially seeing a renaissance in business applications. Finally, on the subject of advertising, expect to see a continuing rise in programmatic ad buying on mobile.
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. See the full 2015 Digital Marketing Trends infographic by Syndacast here to see how Mobile Marketing will play out, as well as other notable trends. In a study conducted by IAB with MTM, 37% of mobile digital display spend was spent programmatically in 2013, with forecasts of a rise to 60% in 2014. 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.
The IAB predicts that programmatic ad buying could rise to between 60 and 75% by 2017, so expect to see a continued surge in 2015, as more and more advertising is purchased using ever more sophisticated software instead of humans. 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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