In the next 3-5 years, we’ll see a radical integration of the banking and financial experience across physical and virtual environments. Customers will soon be able to search for financial products by image, voice, and gesture. See how you engage customers in these digital channels matters greatly.

1. Utilizing Digital Performance to Overcome
Industry Challenges
Presented By:
Guillaume Bouchard, CEO, iProspect Canada
EVP Corporate Development, Dentsu Aegis Network
June 09, 2015

2. Game Plan
About iProspect
Overview of the Financial Industry
Digital Marketing Tactics
1
2
3
4
Conclusion
2

3. About
iProspect
3

4. Paid
Search
Content
Generation
Paid Social
Natural
Search
Data &
Insights
Performance
Display
Web
Development
Conversion
Optimization
Creative
Experience
Structured
Data & Feeds
4
A Suite
Of Services
That
span
across
all
digital
marketing
channels,
a
truly
holistic
digital
performance
marketing
offering.

5. Guillaume Bouchard
CEO, Canada
TORONTO
MONTREAL
2
OFFICES
2
LANGUAGES
70+
CLIENTS
85+
EMPLOYEES
CANADA
5

6. EIGHT GLOBAL NETWORK BRANDS
SIX SPECIALIST BRANDS
PLUS 55 LOCAL BRANDS
6

7. Over 15 years of Experience in Finance
7

8. Overview of the
Financial Industry
8

9. Ergonomics
Finances are Very Personal
9
Finances are often discussed quietly and
confidentially with trusted financial advisers.
That's why many of the challenges that
financial services providers face don't have to
do with dollars and cents. Emotional issues are
involved with finances.
Source:
h*ps://www.americanexpress.com/us/small-­‐business/openforum/ar9cles/5-­‐ways-­‐to-­‐overcome-­‐todays-­‐challenges-­‐in-­‐the-­‐financial-­‐industry/

10. Ergonomics
Rapid Technology Cycles
10
In the next 3-5 years, we’ll see a radical integration of
the banking and financial experience across physical
and virtual environments.
Customers will soon be able to search for financial
products by image, voice, and gesture. How you
engage customers in these digital channels matters
greatly.
Source:
h*p://www.mckinsey.com/insights/marke9ng_sales/digi9zing_the_consumer_decision_journey

11. Ergonomics
Modern Regulations - Worldwide
11
Source:
h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/

12. Digital Marketing
Tactics
12

13. 13
Digital Marketing Tactics
Having a secure infrastructure
Natural Search (SEO)
Dynamic content in a highly regulated environment
Content
Enhancing the multi-platform experience
Paid Search (PPC)
The IT, legal and marketing challenge
Analytics

14. 1. Natural Search (SEO)
Having a Secure
Infrastructure
14

15. 15
In August 2014, Google came
with a clear statement about
HTTPS: they would reward sites
using a secure HTTPS encryption
with a boost in search results.
Secure HTTPS Connection

16. 16
The switch towards HTTPS is more relevant
for companies in the Finance/Banking/
Insurance industry, whom are dealing with
what Google calls “life content”.
Google gives higher privileges to those
who implement HTTPS for security matters,
over regular “commercial” content.
Life Content

17. Have You Switched?
17
40% of you have switched to HTTPS

18. SEO Benefits
Possible boost
in search
rankings
2
18
More referral
data
1
Increased
security and
privacy
3

19. Things to Watch Out For
Speed issues
2
19
1
Possible
website
duplication
3
Prevent loss in
rankings when
changing
domains

20. Use 301
redirects
Tips on How to Avoid It
2
Use the ‘Fetch
and Render’
function in
GWT
3
Update
sitemaps to
reflect new
URLs
4
Make sure
every
element on
the website
uses HTTPS
1
20

21. 2. Content
Dynamic Content
in a highly regulated
environment
21

22. 22
How does one create dynamic
content on a regular basis when in a
heavy legal or regulated
environment?
“
”

23. Content Challenges in the Finance Industry
Organizations
are very siloed
2
23
1
Losing the
“human voice”
as it goes
through multiple
checks
3
The industry is
highly regulated

24. Leverage Your Data into Content Marketing
24
Transform the data you have into various content
formats like infographics, case studies, and
whitepapers.
Marketing automation will help comply with strict
regulations and the need for approved content.
Create a dedicated “committee” that will be in
charge of handling and simplifying the “approval”
process.
1
2
3

25. Leverage Your Data into Content Marketing
25
Use a management tool to create and assign
tasks related to content.
Team-up with great storytellers to differentiate
your content.
Do not fixate on what you cannot say based on
regulations, but rather get creative with what you
can say.
4
5
6

26. 3. Paid Search (PPC)
Enhancing the
Multi-Platform
Experience
26

27. Platform Experience
27
In a world where you can search on
your desktop, mobile, tablet and even
TV how can you be sure that the
experience people have on your
website is the best is can be?

28. Due to the heavy
structure and privacy
regulations of Financial
institutions, it is difficult
to be on top of the latest
technology and
platforms.
28

29. How to Adapt
Determine what are the most
interesting product for you and build
custom mobile landing pages so you
can offer a good experience to the
mobile customers.
29

30. Custom Mobile Landing Page
30
• On the landing page, we recommend using
a phone number if you don’t want people to
navigate to the non-mobile parts of your
website.
• With custom mobile landing pages you:
• Have happy customers
• Get good performance on your paid media efforts
• Stay within regulations
• Get time to adapt the rest of your website
Ex.
Of
a
finance
mobile
landing
page

31. 4. Analytics
The IT, Legal and
Agile Marketing
Challenge
31

32. 32
“
”
How do I remain an agile marketer
deploying innovative solutions while
still complying with Legal and stop
battling IT for every small change that
I want to make?

33. How to Adapt
33
Imagine one of your tags is no longer compliant with your privacy policy.
VS.
X
Take a significant
amount of time
to go through IT
and get the tag
removed.
Rapidly make
changes to your
existing tags and
pixels while
complying with your
privacy policies.

34. Tag Management Solution
34
• A TMS allows you to operate
outside of the IT’s strict
deployment schedule.
• It places a single piece of code on
your website that lets you manage
all your tags inside. You can rapidly
deploy and test new solutions
while being able to quickly adapt
to legal compliance.

35. Do you Have a TMS?
35
45% of you have a TMS

36. 36
36

37. Conclusion
37

38. Leverage the
data you have to
produce unique
content.
In a Nutshell…
2
Enhance the multi-
platform experience
with products that
are capable to be
sold digitally.
3
Use a tag
management
system to
operate outside
of the IT’s strict
deployment
schedule.
4
Get a secure
infrastructure
with HTTPS.
1
38

39. Conclusion
39
Work around the challenges with security and legal/IT regulations,
and make the most out of the data you have to bring in more
traffic, increase brand awareness and increase conversion.

40. Look into Microsoft OneDrive to share files
in one central location and remain secure.
Try the qualitative analysis tool ‘Lucky
Orange’ to hide sensitive information.
Consider ‘Test & Target’ if you use Adobe
Analytics and are looking into CRO.
Do you have a global presence? Study the
implication of privacy and data legislation.
(check our site for useful links)
Beware of the legality of using certain
images without having the rights!
Before going through the supplier selection
process, speak with someone in your legal
department for tips.
38
Tips & Tricks
Here are 6 key points to consider
when looking into improving
your digital efforts while keeping
with security & legal restrictions.
For links and more info on the 6 key points go to
www.iprospect.com/DMFSToronto
1
2
3
4
5
6

41. Pour télécharger la recherche complète
(en anglais):
www.iprospect.com/AMR
Thank You
www.iprospect.com/DMFSToronto