Utilizing Digital Performance to Overcome Industry Challenges Presented By: Guillaume Bouchard, CEO, iProspect Canada

EVP Corporate Development, Dentsu Aegis Network June 09, 2015

Game Plan About iProspect

Overview of the Financial Industry

Digital Marketing Tactics

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4 Conclusion

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About iProspect

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Paid Search  

Content Generation  

Paid Social

Natural Search  

Data & Insights

Performance Display

Web Development  

Conversion Optimization  

Creative Experience  

Structured Data & Feeds  

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A Suite Of Services  

That  span  across  all  digital  marketing  channels,  a  truly  holistic  digital  performance  

marketing  offering.  

Guillaume Bouchard CEO, Canada

TORONTO

MONTREAL

2 OFFICES  

2 LANGUAGES  

70+ CLIENTS  

85+ EMPLOYEES  

CANADA

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EIGHT GLOBAL NETWORK BRANDS

SIX SPECIALIST BRANDS

PLUS 55 LOCAL BRANDS

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Over 15 years of Experience in Finance  

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Overview of the Financial Industry

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Ergonomics

Finances are Very Personal  

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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/  

Ergonomics

Rapid Technology Cycles  

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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  

Ergonomics

Modern Regulations - Worldwide  

11 Source:  h*p://blog.thomsonreuters.com/index.php/category/finance/davidcraig/  

Digital Marketing Tactics

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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

1.  Natural Search (SEO)

Having a Secure Infrastructure

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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  

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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  

Have You Switched?  

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40% of you have switched to HTTPS

SEO Benefits  

Possible boost in search rankings

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More referral data

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Increased security and

privacy

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Things to Watch Out For  

Speed issues

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Possible website

duplication

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Prevent loss in rankings when

changing domains

Use 301 redirects

Tips on How to Avoid It  

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Use the ‘Fetch and Render’ function in

GWT

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Update sitemaps to reflect new

URLs

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Make sure every

element on the website uses HTTPS

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2. Content

Dynamic Content in a highly regulated

environment

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How does one create dynamic content on a regular basis when in a

heavy legal or regulated environment?

“ ”

Content Challenges in the Finance Industry  

Organizations are very siloed

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Losing the “human voice”

as it goes through multiple

checks

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The industry is highly regulated

Leverage Your Data into Content Marketing  

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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.

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Leverage Your Data into Content Marketing  

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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.

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3. Paid Search (PPC)

Enhancing the Multi-Platform

Experience

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Platform Experience

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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?

Due to the heavy structure and privacy

regulations of Financial institutions, it is difficult

to be on top of the latest technology and

platforms.

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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.

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Custom Mobile Landing Page  

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•  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  

4. Analytics

The IT, Legal and Agile Marketing

Challenge

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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?

How to Adapt  

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Imagine one of your tags is no longer compliant with your privacy policy.

VS.

XTake 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.

Tag Management Solution  

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•  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.

Do you Have a TMS?  

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45% of you have a TMS

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Conclusion

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Leverage the data you have to produce unique

content.

In a Nutshell…  

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Enhance the multi-platform experience with products that are capable to be

sold digitally.

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Use a tag management

system to operate outside of the IT’s strict

deployment schedule.

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Get a secure infrastructure with HTTPS.

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Conclusion  

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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.

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.

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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

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Pour télécharger la recherche complète (en anglais):

www.iprospect.com/AMR

Thank You www.iprospect.com/DMFSToronto