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Since the beginning of the digital age, the financial industry has gone through a shake-up, and it is now estimated financial services make up 14% of spend is invested in online marketing channels. However, attributing the success of these channels throughout the customer journey, whether online or offline, is proving to be a common challenge within this sector.

According a study by Experian, 51% of financial businesses are relying on simplistic, inaccurate forms of marketing attribution, while some are using none at all, meaning they have no clear, data-driven insights into which channels are driving the most conversions and ultimately the highest return on investment (ROI). Furthermore, considering it takes six to eight touchpoints before a sale, determining the success of each channel should form the foundation for allocating marketing budget to avoid wastage.

To achieve this level of understanding, the financial sector needs to start introducing multi-touch attribution (allocating credit to every conversion (a completed call-to action such as filling a contact form, accessing a live chat or picking up the phone within the customer journey) to evaluate their marketing success. However, getting to grips with this can be tricky.

Here’s exactly why multi-touch attribution is key to shaping the future of marketing for the finance sector.

Paid Search

Out of all the marketing platforms available, paid search is appearing as one of the most successful within the financial sector. According to research by Growthpoint, the finance industry has one of the highest paid search conversion rates at 7.19%; indicating that many consumers are using paid search throughout their journey. However, they also have the third most expensive average cost-per-click (CPC) at $3.72.

When looking into the most popular keywords for financial advisers in Google Keyword Planner (see above), it’s clear the average CPC increases substantially, with ’independent financial adviser’, ’financial adviser near me’ and ’financial advice’ appearing as the top three most expensive keywords. Considering that high cost paid search expense seems inevitable for those in this sector, staying ahead of the game and determining how much ROI paid search is driving for your business is crucial.

Instead of blindly throwing money at the most obvious keywords, the smart financial marketer needs to be thinking of how they can optimise their other keywords to reduce the cost of customer acquisition, whilst maintaining click and conversion rates. To do this they need to attribute how effective particular keywords are throughout the customer journey.

For example, although the digital presence of the finance industry has grown rapidly in recent years, it doesn’t mean that consumers are no longer converting offline, for example by picking up the phone. In fact, a recent survey found that consumers are 2.8 times likelier to call from a paid search ad for financial services than other industries when researching their options.

Let’s say you’re a mortgage adviser who is bidding on the term ’best fixed rate mortgage rate’. How exactly can you attribute the number of phone calls this keyword has driven throughout a customer’s journey?

Call tracking attribution software from Mediahawk, allows you to connect them all, and the activity that generated the call, together, enabling you to analyse the impact phone calls have during the customer journey to determine campaign success. It can also show the full value of the mortgages generated from this specific keyword enabling you to attribute your full ROI from paid search.

Price Comparison Sites

As we’ve already stated, digital marketing is proving to be a popular, yet expensive choice for the finance sector. However, the prospect of high-value conversions means being competitive in this market doesn’t come cheap and these channels include price comparison sites.

When it comes to finance, no consumer wants to feel like they’ve overpaid for a policy for instance, or a mortgage or loan; which is why 60% of consumers are ’very likely’ to use a price comparison site when researching or buying a financial product.

Considering that they’re playing such a crucial role in the customer journey, financial services should certainly advertise on price comparison sites to drive desired results and profits. But this is a rather saturated market and future growth can depend on any changes that might occur to the comparison sites themselves. Therefore, the most successful financial marketers will be those who can hold their position on price comparison sites whilst optimising other channels to achieve growth.

By optimising other channels, such as social media, remarketing and PPC (pay-per-click) whilst maintaining efficient price comparison site coverage, financial businesses can prevent themselves from becoming too reliant on a singular advertising outlet, compensate the costs created from the comparison sites and continue to drive traffic through less costly methods. Determining the success of these campaigns can be a difficult task when financial businesses are using their current marketing tools. With the extensive digital competition that financial marketers are facing, an effective marketing measurement solution is essential for staying ahead, which is where multi-touch attribution comes in.

By making a correlation between actions and revenue, multi-touch attribution can paint the full picture of marketing effectiveness and highlight opportunities to optimise campaigns further. This is essential for finding an even balance between advertising on price comparison sites and external marketing activities.

Paid Social Media

Although it might not appear as an obvious choice, social media is becoming a popular marketing platform for the financial services industry with more and more companies using various platforms for consumer retention. According to research conducted by Community Rising on social media within the financial sector, 87% of respondents said their business uses Facebook, while 52% are using Twitter and 47% are using LinkedIn. The advantages of paid social media are clear and, although it won’t drive as many last-click conversions, it plays a crucial role in portraying a positive image of your company and building brand identity.

In a world where competition is significantly fiercer for financial services, and where it is considerably more expensive to obtain new customers than keep existing ones on board, paid social media is providing a clever, new way for financial businesses to market themselves. However, it isn’t without its issues. Typically, social media platforms play a more nurturing role within the customer journey and lack any real influence at the beginning or end of path to purchases. This means that when it comes to measuring effectiveness, both first and last-click attribution models have become obsolete.

To really understand the vital role paid social media platforms play in financial marketing, a data-driven multi-touch attribution model is essential. By incorporating, into your reporting, exactly how often social media is used during the customer journey you can obtain real insights to aid decision-making over strategy and spend. Furthermore, you can home in on specific channels to maximise your optimisation efforts.

 

 

 

 

 

Financial organisations are expanding their online presence across web, mobile, and social channels at a pace that is unprecedented. Overall this is great, as it provides increased access for customers and levels the playing field by allowing organisations of all sizes to broaden their reach and cut costs. However, this expanding digital presence also comes with increased risks, as it enlarges the attack surface that can be exploited by cybercriminals and increases the number of legitimate digital channels they can impersonate to dupe customers. To this last point we are seeing increasingly creative ways of leveraging digital brands to target organisations and their customers.

 

The threat of brand impersonation

Organisations can no longer afford to ignore any of their digital channels as an opportunity for brand impersonation; domain infringement, phishing, rogue mobile apps and fake social media accounts all form part of the adversary’s arsenal. As it goes, financial organisations are especially vulnerable – our recent report**, which details trends in phishing activity, revealed that financial institutions are almost always the target of the highest volume of attacks - capturing 40% of all phished brands.

Cybercriminals continually adapt their tactics in an effort to stay ahead of recent developments in the cybersecurity industry.  Many are currently exploiting the interconnectivity of today’s digital world to maximise their reach through multiple channels to conduct fraud, distribute malware and carry out other abusive activities. That finance organisations get targeted so often is no surprise. Not only does the sensitive and valuable nature of the data that they are entrusted with naturally attract malicious actors, but since many companies operate in multiple countries they also tend to lack visibility across all their digital assets and find it difficult to react quickly to potential brand impersonation threats. More often than not, significant numbers of customers end up getting scammed before social threats are identified and properly remediated.

A recent example of this is the phishing campaign observed during TSB’s recent IT meltdown – during which the bank itself warned customers about fraudsters posing as TSB and attempting to trick people into handing over sensitive information in order to steal their money. Mitigating against these types of threats should be a top priority for organisations across the finance sector.

 

Security and fraud prevention strategies

The nature of targeted attacks has changed. Not only are we seeing a multi-channel approach from malicious actors, the short duration of many of these campaigns makes them difficult to detect and respond to. For example, it’s not uncommon to see phishing campaigns that last less than a day. Identifying potentially infringing digital assets across the vastness of the Internet in a timely manner requires internet scale automation and sophisticated machine learning to be effective.

Maintaining up-to-date asset inventories across web, mobile and social platforms enables security teams to quickly distinguish fake domains, web pages, mobile apps and social accounts from legitimate ones that may belong to different parts of the organisation. Today it is quite common for corporate IT and security teams to lack visibility into as much as 30 % of their organisation’s publicly exposed digital assets.

Once an infringing asset has been identified, organisations need to ability to quickly respond, no small challenge given the number of domain registrars, hosting providers, mobile app stores and social media platforms there are to deal with. Automation can play a key role here in sending out legal notices, monitoring responses and escalating when necessary. Once taken down, automation can continue to monitor for the reappearance of offending assets.

To benefit from these advances, financial organisations will need to adopt new technologies and modify working practices. Many have already established dedicated external threat management teams that work alongside other security teams to ensure that the organisation has a holistic view of threats, both within their corporate networks and out on the open Internet.

When it comes down to it, customers entrust financial organisations with highly valuable and personally identifiable data and ensuring that they continue to do so requires there to be a high level of trust in the organisation’s brand. Counteracting brand-related threats is therefore key to any organisation that wishes grow its customer base going forward.

 

Website: https://www.riskiq.com/

Determined CFOs need to stay ahead of the game if they are to make an impact in an ever-changing market landscape, says Philippe Henriette, SVP of Finance, Processes and IT for Volvo Construction Equipment. Below Phillippe discusses the drive that’s needed to push finance into the digital age.

The finance function has expanded from a laser beam focus on reporting, budgeting and control to include a more overarching strategic role. At Volvo CE we are no different to any other organization in our ambitions to allocate more funds to IT development and innovation. The market is changing and finance should have a clear view on how the digital spend turns into value for our customers. And to operate at its high-performing best, finance needs to have an overview of the 'big picture' and be prepared to invest in new technologies even without the promise of an immediate payback. The use of big data and predictive analytics to identify these new trends is a vital tool in this future focused approach.

We live in a fast-moving environment where digitalization is disrupting industries the world over, yet construction is a relatively conservative sector. At Volvo CE we have to think about how our industry might look further down the line and how we can adopt new technologies and new ways of working to shake up our traditional business model. After all, the demands of a customer today might be radically different tomorrow. And finance has a vital role to play.

Interpreting changing customer needs

We looked to the wider economy for inspiration to see how companies like Uber redefined

the way people buy and access services – a way of spending that is beginning to filter through into other industries. Owning an asset is becoming less important to customers who are shifting to a value-buying spending model. So if our business is to sell a construction machine, and its relevant parts and services, how can we adapt for the future? With the emergence of electrification and other technologies, shouldn’t rental services be generalized? Should we be selling our services by the hour? And it is already happening. This was the impetus behind us introducing a ‘power by the hour’ scheme for one of our key accounts. Our customer demanded to get the construction job done, but instead of purchasing our machines, they only pay the hours and value machines create. If this is the future construction business model, then finance cannot stand still. We need to be ready to support the business transformation from generating revenue on machine and parts to selling services.

Data-driven culture shift

Our aim is always to simplify things for our customers, and to do this we have to have a deep understanding of their needs and stay steps ahead of those demands. Shifting from a product centric to a data driven culture plays a key role. By putting data analytics at the heart of our research and development and turning customer and product information into insight we can be confident we are staying ahead of the game.

Equally, if we are going to provide the flexibility our customers require, we need to be brave when it comes to fixing a price point for our new services. I have learnt that we cannot test the waters by bringing new services to market without understanding how much it is worth. By doing this we would make it impossible to set a price when it proves a success. Instead we do our due diligence through data analytics so that we can be confident we are setting the right price from the very start. With this data-driven culture comes a huge responsibility on the part of the CFO to handle this information appropriately. We do this by ensuring we have proper systems in place to protect the data we use – an issue that is becoming increasingly important as digital technology leaps into the future.

ROI for a new digital era

Having an eye for future trends – and the risks and rewards that go with them – is one thing, but how can CFOs be assured of a profitable return on investment on these new innovations in the years to come? Developing the right set of measurements to monitor the progress of new digital offerings may not lend themselves to standard ROI calculations. It is essential therefore to adopt non-financial metrics alongside the usual measurements of cash generation and profit so that we have the big picture we need to drive the company through this new digital era.

We are working in a vastly different corporate landscape today than we were 20, 10, even 5 years ago. The finance function has navigated choppy waters during the economic downturn and is now learning to adapt to customer demand and increased innovation. This puts us in a unique position to act as a driving force for the digital revolution. The world is changing and it’s up to every CFO in every industry to stay ahead of the curve.

Farida Gibbs, CEO of Gibbs Hybrid, discusses the pressures on banks to update their processes with new technology.

Following the first increase in interest rates in ten years, banks have been under extreme pressure to pass on profits to customers. This pressure comes from a growingly savvy customer base educated in its financial rights by easier access to online news and financial advice.

Technology is changing the nature of banking much more directly. Customers now interact with their banks far beyond the branch, through online banking on computers and mobile devices, communicating with chat bots as well as real personnel, and using a variety of apps to do this. They expect their financial services providers to keep up with the pace of this change.

In January 2018 the Second Payment Services Directive will come into play, meaning banks will have to share their data with other rival financial providers and aggregator sites, and allow third-party developers into the back-end of their processes, taking payments directly without the intercession of the bank – all with the consent of the customer, of course.

In other words, aggregators and financial services providers will have access to customer’s data and be able to show them how best to spend their money, and which providers to entrust it with. Tech giants like Facebook and Amazon will be able to make payments directly, without the bank’s help. 

With competition more clear and fluid, and money much easier to move around between providers, established banks will be greatly exposed to competition from FinTechs and new rival financial services companies.

A large number of new, agile FinTech challengers have emerged to challenge more established banks in recent years. Competing on grounds of personalised service, low rates, and the speed and convenience provided by taking the upmost advantage of new technology, these new providers threaten to take away the established customer bases of larger banks.

The key advantage banks have over these new challengers is their large, established customer bases. At the moment, these are relatively immobile, with customer account switching reaching a new low in September this year.[1]

But as regulations like PSD2 begin to take effect, banks will face mounting competition from FinTech challengers, as switching becomes easier and the reasons to change providers for a better deal will become clearer. Many banks currently rely on outdated legacy systems that cannot support the pace of change required by this.

To deal with this, an increasing number of banks are turning to cloud-migration programmes, shifting their existing processes from these legacy systems to the cloud. This gives them the agility and efficiency to stay up to speed with the constantly changing innovations in technology.

But to do this they need digital expertise, in order to ease this kind of transition in an informed way. This means that more banks are turning to partnerships with outside experts, to help them modernise in the most efficient way possible.

However, although one in three people in the UK use a mobile banking app, banks should not respond to this drive for modernisation by compromising on in-person service.[2] Many banks have seen the increased use of app-based banking as a sign to cut back on branches, with a record number of 762 closures this year in the UK.[3]

In fact, moving processes to the cloud offers the chance to free up staff to focus on more in-person services; the other key advantage established banks hold over their FinTech competitors. This presence of real staff lends credibility that FinTechs still lack. Forty-three per cent of customers who have used a FinTech service are worried about being defrauded, according to a study by Blumberg Capital.[4] 

To future-proof their businesses, banks need to juggle the best of both worlds, making the most of their inherent advantages, whilst catching up with the speed and efficiency of tech-enabled FinTechs. A variety of established banks are now turning to outside consultants to help them do this, uploading their outdated processes to the cloud to provide a more streamlined, agile service that responds to customer’s changing demands. But in using this external expertise, they must not lose sight of what their own staff can offer. Cloud programmes allow traditional providers to get the best of both worlds: not only improving the agility and convenience of their offering, but allowing them to make the most of their personal staff.

 


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