Support your broadcast campaigns with hyper-personal, on-demand communications.
Working in a disruptive industry? This blog post series can help you thrive in a time of change.
Good news! Theresa, a 31-year-old physical therapist in Ohio, just heard your radio ad during her favorite weekly podcast. Smart phone in hand, she’s ready to take your five-question online quiz and see how her retirement savings stack up.
David, a recently divorced father of two who works in IT, was equally engaged by your television spot. He’s already texted his contact information to book the free introductory conversation with a local financial advisor.
Things are looking great for your campaign: You’ve tailored the right media buy and produced creative that hits the mark. You have quantifiable responses to show for your efforts.
But, don’t break out the champagne just yet. After all, for Theresa and David, the experience with your brand has just begun. How you tailor their buying journey—beyond your broadcast ads—will have a profound impact on the likelihood of a sale and their overall satisfaction.
New competitors, new consumer expectations
Financial planning and brokerage firms no longer compete just with similar institutions. Today, nearly 40 percent of consumers would accept financial guidance from Apple, Amazon or Google, automated platforms or nimble fintech startups.1 It means your marketing and sales activities must engage consumers with the same level of immediacy and sophistication that these tech leaders can deliver.
To convert Theresa and David from promising leads to committed buyers, make sure your follow-up interactions meet these three requirements:
1. Hyper-personalization. Gone are the days of one-size-fits-all communications. From their very first inquiry, consumers expect a highly customized experience with your brand. It’s more than simply inserting their name and life stage into generic follow-up emails; the more data consumers share, the greater their expectation for tailored communications, products and service. Seven in 10 believe providing personal information should result in personalized investment advice.1
For marketers, that means employing a robust platform that can track and analyze each consumer’s data and preferences, then leveraging those insights to produce relevant communications. In particular, platforms that utilize artificial intelligence (AI) can customize nearly every aspect of a consumer’s journey: book appointments for your sales team, send warm leads to your call center, deliver prospects to a customized website or direct consumers to the nearest advisory office.
2. “Now” is the new normal. When Theresa and David are educating themselves about retirement planning and shopping for financial advisors, your brand needs to be front and center. If there’s a hiccup in the information stream, it takes just a click to move to a competitor.
Technology like the friendly autonomous buying bot, can support this need for speed and scale. Half of all consumers now interact with service providers through live chats or mobile messaging apps, and a whopping 85 percent of these consumers say it’s easier than other channels.2 More than 60 percent are comfortable with AI-powered apps responding to their inquiries.2
3. Fluidity across channels. While Theresa and David may begin their interactions on their smart phones (since more than 90 percent of consumers respond to broadcast ads that way), odds are they’ll also interact with your brand on your website, via email and through your call center. When they do, you’ll need an omnichannel approach to ensure the quality of service remains flawless.
Providing fluidity across channels is increasingly important to financial consumers—yet most brands have a long way to go. More than half of consumers want an omnichannel experience, but only 20 percent believe current providers can deliver.3
If a separate provider and system handle each channel, it’s inevitable that critical campaign data will get delayed or displaced. Look for a partner that understands broadcast advertising and maintains the responsive infrastructure you need to support interactions at all stages of your sales process.
The financial services marketplace is undergoing rapid change. Theresa and David want guidance they can trust—and simplicity in their interactions. Taking the time upfront to consider how your broadcast advertising will translate beyond the initial response will maximize your campaign’s performance and deliver the best possible brand experience.
1 Accenture, “Investment Advice: Maintaining Trust Amid Shifting Consumer Demands,” 2017
2 Accenture, “Dynamic, Digital Consumers,” 2017
3 Accenture, “Financial Providers: Transforming Distribution Models for the Evolving Consumer,” 2017
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