Agenda
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7:30 AMRegistration and Breakfast
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8:20 AMOpening Comments from the Chair
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8:30 AMKEYNOTE: 24/7 Personalized Financial Services:What Do Consumers Want in The New Era of Digital Engagement?
What new services do consumers now demand on the always-on environment: seamless authentication, social connectivity and the personalization of everything? Mobile payments, social, and big data are shaping the way people think about money and everyday banking. Morph your organization to iron out peaks and troughs:
- Disruptive threats and emerging trends
- New distribution models and crowd-sourced business
- Digital marketing that inspires, engages and captivates
Reinvent your organization to keep pace with the next generation of customers
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9:00 AMPOWER PANEL: Omnichannel Gamechangers Across All Channels:Breaking Down Silos to Improve Marketing Impact Across ChannelsCarl LoofCorporate Vice President, Customer Experience (CX), New York Life Insurance CompanyMarianne HalvorsenSenior Vice President, Aon
Break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:
- Engage customers with value-added digital content tailored for each medium
- Connect online and offline marketing data
- Track the customer journey across all channels and B2B plus B2C sectors
Create a consistent experience at each touchpoint to drive your conversions.
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9:45 AMINDUSTRY EXPERT:Employ Content Marketing to Improve Efficiency, Reduce Costs and Increase Returns
Embrace content to achieve more while spending less on your marketing efforts. Source practical tips to:
- Perform personalised content on a massive scale
- Engage customers with chatbots
- Use customer data to provide a customised experience
Get greater value from your marketing efforts with the power of content.
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10:15 AMMorning Break
- Track A: Digital Transformation
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10:45 AMINDUSTRY EXPERT :Bridging the Generational Gap Between Online and Offline Customer Needs and Experiences
There has been growing interest in the ability of traditional businesses to adapt their services to the expectations of customers born after 1980. Can the banks stay in their domain in the future, or will they be replaced?
- What should traditional businesses consider in order to offer a service that will meet younger generation requirements?
- How does digital consumption polarize generational needs
- How should you balance digital with face-to-face marketing initiatives?
Building digital services around a younger consumer
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11:15 AMCASE STUDY: OrganigamiThe Art of Organizational Agility: Following the Right Path to Digital TransformationMenekse GencerSenior Vice President, Digital Transformation for Commercial Banking Group, Wells Fargo
Various forces are driving FS and banks to transform: Customer expectations, proliferation of competitors (digital disrupters), regulatory demands, and compression of margins. This session will explore:
- Aspects of organizational - a natural evolution of organizational set up
- Small x-functional startups
- Federated P&Ls with cross-functions
- Centralization for scale and efficiency
- Preventing large banks from losing end to end CX
- Finding a new way to leverage scale into agility
Apply successful digital marketing to organisational efficiency become a digital leader.
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11:45 AMINDUSTRY EXPERT:Re-examining the ‘Click’ Mentality to Re-frame Digital Success
A click is not the same thing as a conversion, so why do we use clicks to measure the performance of our campaigns? Change your thinking to:
- Target consumers who actually have the disposable income required to buy your product
- Use VR, AR, AI chatbots, interactive video and 360 to get better information
- See how customers are interacting with financial brands and services
Apply lessons of high-level, measurements in a financial services setting
Track B: Content Marketing-
10:45 AMINDUSTRY EXPERT :Scaling Brand Content in Financial Services: Packing a Punch
Consumers spend over three hours every day looking at digital media on mobile devices, driving an increasing demand for engaging content with shorter time frames.
Deliver content with impact to:
- Scale content across multiple channels
- Learn which channels to prioritise for maximum engagement
- Measure engagement across platforms
Enhancing your brand with better content engagement
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11:15 AMCASE STUDY: The Dream-Team Content Power HouseFighting Against Disposable Content!
When was the last time you read, heard or saw something that stayed with you long afterwards? Gaining lasting value from content is increasingly rare. How to you prevent ‘disposable, weak’ content especially in financial services – find out more:
- Explore content types; video, news, blogs and innovative ways of interaction
- Adopting a mobile-first approach
- How to Millennials and Gen Z’s respond to content?
Build content strategies to engage with niche communities
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11:45 AMINDUSTRY EXPERT: Podcasts & Video Content MarketingLong-Term Engagement and Drive Growth through Podcasts and Videos
Any rich format content medium can stick with the audience and drive results. Content marketing strategies that use engaging audio content can reach users on their commute, in the gym, and many other places video isn’t suited. Source practical tips to:
- Determine KPIs for integrated campaigns including audio content
- Making the most of highly-engaged subscribers
- Optimize your audio content for top- and mid-funnel results
Reach your customers with video storytelling to attract new business
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12:15 PMNetworking Lunch
- Track A: Digital Data Analytics
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1:30 PMINDUSTRY EXPERT: Humanizing Segmentation for Genuine ResultsGoing Beyond Data for Increased Profitability
As financial marketers, we have access to an almost endless supply of data. We’re being constantly bombarded with new ways to use data, the best way to make decisions with data, that continue to add more resources to make data better (and more confusing). So, what you are missing?!
- Big data and analytics: Identify new and valuable sub-segments to predict user behaviour and make insights human
- Know how data-driven marketing works better: marrying segmentation data with humans to create a personalized message
- Leading to increased engagement, loyalty, and brand advocacy which translates to a successful bottom line
A brace new world of humans and data to increase your profitability.
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2:00 PMPANEL: Turning Data Analytics into ROIHow to Monetize Customer Data and Enable Better Digital MarketingKate MagaramVice President, Digital Investment Product Manager, Citizens Bank Wealth ManagementDaniel HarariManaging Director, M&A and Corporate Advisory, Three Keys Capital Advisors
Walk through the process to bridge the gap between data and actionable insights. Implement predictive analytics to improve optimization, targeting, and your customer experience across channels. Take away specific solutions to:
- Refine customer segments using 1st and 3rd party data
- Construct a next-action analytics engine
- Reconcile data and competency gaps
Deploy analytics to deliver profits and client value for your business
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2:45 PMINDUSTRY EXPERT:Using Big Data to Drive to Unlock Lucrative Patterns and Loyalty Opportunities
Big data has been big news with companies busy using data technologies to solve business problems to gain a 360-degree view of the customer. This session turns a swell of data into precise insights to drive engagement, revenue and loyalty. Create a roadmap to:
- Craft actionable insights from your sea of data
- Increase your adaptability and responsiveness towards a 360 view
- Open up to new insights to drive retention and loyalty
Create synergy between your firm’s data intelligence and CX efficiency.
Track B: Innovative Digital Marketing-
1:30 PMINDUSTRY EXPERT:How to Build Customer Communities for Increased Engagement
Customer expectations have transformed how brands engage with their customers, ensure you are prepared to fully engage customers with your marketing. Building your own online community can help deliver a true sounding post: Grasp insights to:
- Set up a community for new and exclusive customers
- Build Customer Communities around your brand
- Prospect digitally with personalized text/email campaigns
Allow your customers to interact with each other to keep them engaged with the community
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2:00 PMPANEL:Using Social Media to Build Brand Recognition in a Cost-effective Way
In some markets you can’t have a branch on every corner. Build brand recognition with social media. Explore how your institution can leverage social to build your brand without major investments. Sources insights on:
- Selecting social channels
- Engaging customers in conversation
- Building a brand in the digital space
Build your brand via social media without a big budget
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2:45 PMINDUSTRY EXPERT:Leveraging Voice Search to Improve Marketing Campaigns
As smart phones and smart speakers change the way consumers search, marketers need to adapt. Build a marketing strategy that takes advantage of voice. Source insights to:
- Create content that's optimized for voice search
- Build content designed to optimize natural language queries
- Localize content to take advantage of location-based voice searches
Take advantage of voice search to drive consumers to your brand.
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3:15 PMAfternoon Networking Break
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3:45 PMSPOTLIGHT:SPOTLIGHT:
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4:00 PMPANEL: Keeping Pace with ChallengersCreating a Mobile Experiences to Improve Digital ExperienceMatthew BeckmanDigital Marketing, Director of Marketing, U.S. BankJyoti MenonHead of Digital Wallets and eCommerce,Digital Client Experience, CitiDaniel HarariManaging Director, M&A and Corporate Advisory, Three Keys Capital Advisors
Extending opportunities in the mobile value chain: partnerships between banks, PSPs and retailers. A mobile-first design with a focus on customer journeys has the potential to improve customers’ digital experience. Source insights to:
- Eliminate customer pain points
- Allow customers to self-serve through digital
- Create a personalised journey-based approach
Create your truly optimised customer journey through customer co-creation and digital analytics.
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4:45 PMConference Adjourns to Day 2
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4:50 PMEvening Reception
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7:30 AMRegistration and Breakfast
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8:15 AMOpening Comments from the Chair
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8:30 AMKEYNOTE:Centralizing A Personalized Relationship with Your Financial Customers
Financial Services customers are demanding more support and expect you to know them better. Find out how to interact on their level, refine your personalization strategy and improve profit. Source practical tips to:
- Inform your customers by understanding their needs
- Translate customer requirements into meaningful engagement
- Adapt your marketing strategy for greater personalization
Deliver business growth with a personal touch with customers.
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9:00 AMINDUSTRY EXPERT:Take Advantage AI: Aligning to Agile Marketing and Design Thinking
AI, Chatbots, automation, big data, and other technological innovations offer opportunities, but only for institutions that are on top of new trends. Source new innovations to gain your competitive advantage. Gather insights on:
- Knowing when to be an early adopter of technology
- Gaining internal support: Agile and DT and the wide-ranging internal behavior changes
- Emerging technologies in marketing: CMS, marketing platforms, chat and pilots using Voice data.
Ensure your institution is leading in leveraging technology innovations for marketing
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9:30 AMCMO POWER PANEL: Mobile Moments:How Enhance Your Mobile Customer Experiences to Increase ConversionsCrystal EastmanManaging Director of Advertising, CRM & Digital Experience, BlackRock
Customers and visitors have different needs from your mobile proposition. Finding out what your customers want from your mobile site is usually learnt the hard way: Source insights on how to:
- The changing face of mobile and what next for marketers
- Building an integrated mobile, website and online seamless experience
- Customise your sales area with clever cross-selling
Building an integrated, robust mobile experience
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10:00 AMINDUSTRY EXPERT:Use Automation to Gain a Competitive Advantage in a Digital Financial Services World
Financial services marketers face a thousand new challenges in this increasingly digital world. Embrace automation to optimise your marketing efforts and increase revenue without adding to your headcount. Source practical tips to:
- Maintain brand consistency in all client communications
- Automate and personalise client touches with email nurtures
- Empower brokers/advisors with templated emails and campaigns
Leverage automation technology to increase your marketing effectiveness.
- Track A: Driving Digital Change
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11:00 AMPANEL: Setting up a Cross-Business Digital Marketing DepartmentLessons from Building a Team from Scratch
Organisational transformation around best practice digital marketing is the start of something new and exciting. Adopt robust and positive team approaches to ensure a more connected digital organization. Gain insights to:
- How do digital and social connect internally
- Improve internal alignment to compete better together
- Harness innovative team empowerment
Make your digital initiatives a reality by building a customer first organizational culture.
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11:45 AMINDUSTRY EXPERT:How to Innovate and Digitally Transform an Established Financial Brand
Digital transformation is firmly on marketers’ agendas. How does this affect traditional financial brands? Discover how innovating a brand is essential for market share: Get a blueprint for:
- How to overcome challenges from disruptive Fintech competitors
- Innovating your brand proposition
- Connecting with your financial consumer’s lifestyle for future development
Track B: Data Analytics-
11:00 AMPANEL: Big DataNavigate Your Data to Develop Impactful Insights
Data and its challenges are not new, yet there are more challenges due to increasing volume, velocity and range of activities. Ensure key insights at your company are heard clearly above the noise. Discover how to:
- Use data to prioritize customers and test new products
- Combine analytics with existing software
- Produce actionable results
Collect, share and act upon your customer’s preferences.
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11:45 AMINDUSTRY EXPERT:Using Big Data to Unlock Lucrative Patterns and Loyalty Opportunities
Big data has been big news with companies busy using data technologies to solve business problems to gain a 360-degree view of the customer. This session turns a swell of data into precise insights to drive engagement, revenue and loyalty. Create a roadmap to:
- Craft actionable insights from your sea of data
- Increase your adaptability and responsiveness towards a 360 view
- Open up to new insights to drive retention and loyalty
Create synergy between your firm’s data intelligence and CX efficiency.
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12:15 PMNetworking Lunch
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1:30 PMINDUSTRY EXPERT: Designing Digital Tools vs Privacy vs RegulationImplications for Digital Marketers
The financial landscape is shifting very fast. Digital innovation and good technology can be elusive, especially for traditional players. It requires a combination of partnerships, processes and putting it all into practice across different stakeholders and departments. Be at the forefront of compliance:
- Discover who will be the winners in implementation of regulation which supports marketing
- USA vs global regulations: Keeping pace with the breadth of regulations eg Consumer Protection Act and GDPR
- Where and how does RegTech and other compliance tools help? Does one size fit all?
Which digital marketing and business models are ‘best in class’ for complex compliance needs
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2:00 PMCASE STUDY:Optimizing the Digital Customer Journey: Storytelling in Financial Services
Digital is transforming financial services, and it has the potential to revolutionize marketing as well. Explore what this digital journey looks like from your customers perspective. Changing the way brands understand the customer journey by:
- Interpret your customers’ journey and directly influence financial spend, shopping and saving behaviour
- Optimise your brand’s financial experience with key digital marketing techniques
- Streamline your communication with customers through ratings and feedback
Build trust – connect with your financial customers and inspire them!
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2:30 PMAfternoon Break
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3:00 PMCASE STUDY:Overcoming the Biggest Barrier To Digital Transformation – the Legacy Mindset!
The challenge with digital transformation for any organisation is often the expectation management of what is possible and how quickly we are able to deliver against it! You need to have a good mix of people who understand the heartbeat of an organisation but you also need the best in the industry. Lead your own digital change:
- Assessing your digital skillset and those of your competitors
- Building your digital dexterity
- One-size doesn’t fit all: Flexing your digital policies and processes to meet emerging needs
Leading digital change: understanding the digital skills gap challenge
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3:30 PMCASE STUDY:Surveys: Leverage Online Reviews to Monitor and Benchmark Your Brand
Impactful digital experiences can result in online reviews of your firm which can be used to monitor your brand and benchmark yourself against competitors. You can use this information to better design your user experience to meet your customers’ needs. Gain insights on how to:
- Create a harmonious online presence based on your brand: making the UX seamless and non-intrusive
- Build the right mix of technological support providing opportunities for relationship-driven customer management: Digital tools ie chatting and direct video-to-video
- Leverage online reviews for SEO: Keywords focus, location, digital advertisement opportunities
- Monitor your brand and benchmark yourself against other financial institutions
How to take advantage of online reviews of your brand for SEO, brand monitoring and benchmarking.
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4:00 PMConference Adjourns
