for investment professional use only. not for public...

For investment professional use only. Not for public distribution.

298245 11/15

For investment professional use only. Not for public distribution.

298245 11/15

How a Global Asset Manager is Adapting to Create a World-Class Client Experience

Mark J. McKenna Head of Global Marketing

3 For investment professional use only. Not for public distribution.

298245 11/15

INSIGHTS

& ANALYSIS

BRAND

ENGAGEMENT

& EVANGELISM

CUSTOMER

EXPERIENCE

CONTENT

CREATION MARKETING

OPERATIONS

REAL-TIME

MARKETING

STRATEGY

Marketing 20/20: Financial marketing in transition

Source: Forbes, “Marketing 20/20 Research,” 2014.

Over 10,000 respondents from senior global marketing executives

“The client is in the driver’s seat. They are

perpetually connected to information.”

“Technology is the driving force behind

change, and we must evolve to harness

the ever quickening cycles with digital

innovation.”

“Marketing organizations must transform

and keep pace to connect with clients

through content, insights, and advice.”

Bruce H. Rogers, Chief Insights Officer

Forbes Media


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Three strategies to build brand awareness and engagement

Brands are increasingly measured by their digital presence

INFLUENCE

Drive new business Reinforce the firm’s brand

ENABLE INTERACT

Highlight Putnam’s solutions

and talent to our clients

@


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Support content distribution

through social media

Robert L. Reynolds

as LinkedIn Influencer

Thought leadership

INFLUENCE

Drive new business


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Reinforce the firm’s brand

ENABLE

Content sharing

Dalbar ranked Putnam’s

financial professional

website #1 among mutual

fund companies for six

consecutive quarters

Enhanced product info screens


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INTERACT

Highlight Putnam’s products and

talent to our clients

@

Salesforce enhancements for personalized contact using

predictive modeling, better campaign context, and improved

data capture.

Factors for Mobile

• “Phablets” continue explosive

growth with expected shipments

to increase 84%

• IDC predicts phablets will make

up over 71% of smartphone

shipments by 2019


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PERSONALIZATION

56%

Digital marketing trends 2016

CONTENT MARKETING

67% Of companies running

an active blog generate

67% more leads

VIDEO MARKETING

74% Of all internet traffic

in 2017 will be video

MICRO-TARGETING

Less is more. Niche targeting

works even on Facebook.

STORYTELLING

145% Storytelling has

seen a 145% rise

with over 142K

mentions in 2014

Of Consumers are more

likely to shop with a good

personalized experience

69%

67%

55%

50%

45%

15%

Investments used

Topic of interest

Recommended content

PM followed

Frequency

Weekday/time

Email customization options advisors want

Source: kasina


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YouTube mobile app highlights explosion in mobile video

Source: comScore, September, 2015.


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Mobile web audience is actually outgrowing mobile app audience

While mobile apps account for more time spent, mobile properties

have greater number of unique visitors



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Mobile ads work better than desktop

Percentage point lift in brand metrics for desktop and mobile ads



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Responsive design: Mobile offering matters for search

Mobilegeddon — Google’s algorithm change to recognize mobile offerings

as a positive or negative if you lacked that capability


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Search via mobile: The changing landscape

• This will drive the podium positions up

• Anticipate spending more for ad words

• Top position is even more critical

in paid and organic search


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Mobile experience for documents: The new whitepaper is a link

EMAIL DATA HEAVY DOWNLOAD RESPONSIVE HTML

THE STORE-IT

EXPERIENCE


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Solving for a data intensive delivery for clients

Digital measurement has

a number of challenges

• Will your document pass through

a firewall?

• Is your message blocked to the

intended desktop and you don’t

know it?

• Have they opened your email?

• Did they click on the content?

• Did they interact with it?


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Marketing database

Third-party data

• Assets

• Sales

• Demographics Data

Warehouse

MARKETING DATABASE

• Phone touches

• In-person touches

• Events/meetings

• Social media interactions

• Web visits

• Products viewed

• Social media interactions

• Email creative

• Email delivery

• Subscription/Opt-out

Google Analytics

EMAIL

INTELLIGENT

INTERACTION


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Executive summary

• Brands are increasingly measured by their digital presence

• The role of marketer is moving to role of marketing technologist

INFLUENCE

Ability to create content is a

competitive advantage

Execution across multiple

platforms to extend reach

Enhancements drive deeper

digital engagement

Richer interaction captures

data

ENABLE INTERACT

Leverage data to identify

next best opportunity

Clients expect an increasingly

individualized experience

@

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