Programme

September 21, 2017
  • 7:45 AM
    Registration & Breakfast
  • 8:45 AM
    Opening Comments from the Chairperson
    Stephen Ingledew
    Former Managing Director, Marketing, Standard Life
  • 9:00 AM
    Keynote: Digital Leader
    Making Digital Marketing Actually Happen in Financial Services
    Thomas Barta
    Co-Author, The 12 Powers of a Marketing Leader

    Everyone knows: digital is crucial for long-term success – but knowing isn’t the same thing as acting. Too many executives struggle with getting their companies to adopt digital as a way of working. Gain actionable insights to:

    • Inspire with stories, and mobilise the change they want to see
    • Overcome the biggest internal barriers: silos, distrust, fear, lack of positional authority
    • Beat internal barriers to change

    Develop an action plan to transform your organisation with digital marketing.

  • 9:45 AM
    Exclusive CMO Panel
    Explore Opportunities and Solutions to Win Customers in the Digital Era
    John Lloyd
    Chief Marketing Officer, ClearlySo
    Joachim Brockmann
    CMO, AirPlus International
    Martijn de Wever
    CEO, Force Over Mass Capital
    Roel Wolfert
    COO/CMO, Qoin
    Scott Abrahams
    Group Head, Acceptance and Emerging Payments, MasterCard

    Emerging payment technologies and digital channels offer new ways to reach financial consumers. Hear how you can best reach, engage and convert your customers. Through this gathering of digital leaders, source insights on:

    • New and emerging paymment technologies
    • Merits and performance of digital channels
    • Strategic integration across touchpoints

    Source best practices from Chief Marketing Officers and other leaders to build your marketing strategy.

  • 10:30 AM
    Case Study:
    How to Boost Personal Protection Sales in a Bank While Being Customer Oriented
    Emmanuelle Fenard
    Head of Marketing, BNP Paribas Cardif

    Banks have so many offerings to sell. Gain insights on how a market leader, along with advisors and customers, co-created a new digital approach to showcase benefits in two minutes. Create a plan to:

    • Adopt a new way of working for your teams
    • Increase sales and lifetime value for your retailers
    • Reduce complaints in claims from your customers thanks to better  awareness

    Create a new way of selling for the benefit of your customers and ROI.

     

  • 11:00 AM
    Morning Break
  • Data and Analytics
    • 11:30 AM
      Spotlight
      Advanced Segmentation and Clustering Techniques for FIs to Identify and Convert

      Big data and analytics now allow marketers to use algorithms to define customer segments. Identify new and valuable sub-segments to predict user behaviour and make insights actionable. Take back to your office strategies to:

      • Define attributes of high-value visitor groups
      • Consider multiple and complex variables
      • Prioritise targeting activities based on insights

      Target new market segments to increase your profitability.

    • 11:45 AM
      Case Study: Aberdeen Asset Management
      Determining Your Approach, Framework and Strategy to Make Sense of Your Data
      Mathew Greenlay
      Head of Digital Delivery, Aberdeen Investment Management

      Marketers have a wealth of data to deal with. From your CRM to social media to specific campaigns, explore how you can best extract value from data. Get a plan to:

      • Determine what data you have and what you need for your objectives
      • Make sense of the data while avoiding paralysis by analysis
      • Continuously improve your marketing effectiveness

      Align your strategy and resources to extract the most value from your data to grow your bottom line.

    • 12:15 PM
      Industry Expert
      Winning the Loyalty War in the Age of Big Data

      Loyalty matters more than ever today. Quantify loyalty and leverage the deluge of data available in the Big Data age. Take back to your office strategies to:

      • Enable fast analytics using big data
      • Monetise loyalty using analytics
      • Utilise data to increase loyalty

      Heighten your influence over client sentiment through the strategic use of data.

    Customer Experience
    • 11:30 AM
      Spotlight
      Using Customer Journey Maps to Make the Right Digital Investments for Financial Institutions

      The customer’s path to purchase is far from linear in today’s digital world. Understand your customers’ journey to know how and when to market to them. Master the success factors to:

      • Identify the interactions that have the most impact on loyalty
      • Better understand your customers’ paths to purchase
      • Investigate key areas for CX improvements

      Strengthen your strategy and achieve better ROI through customer journey mapping.

       

    • 11:45 AM
      Case Study: My Policy Limited
      How to Develop a Digital Customer Experience Strategy to Balance Customer Needs with Business Goals
      Peter Fisher
      Marketing, My Policy Limited

      Plan a digital strategy to ensure you create the right experiences to match your customers’ needs and expectations. Tap into your group’s collective knowledge to identify how to:

      • Source effective strategies to finding what the customer wants
      • Integrate your customers’ needs and company goals
      • Identifyand overcome your challenges and obstacles

      Take back to the office strategies to move your CX forward.

    • 12:15 PM
      Industry Expert
      Creating a Mobile-first Design to Improve Digital Experience

      A mobile-first design with a focus on customer journeys has the potential to improve customers’ digital experiences. Apply key pillars to improve your customer satisfaction. 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.

  • 12:45 PM
    Networking Lunch
  • Omni-channel Strategy
    • 1:45 PM
      Panel: Omni-channel
      Breaking Down Silos to Improve Marketing Across Channels
      Cheryle Dobbs
      Senior Vice President, Head Marketing & Communications - EMEA,, PineBridge Investments
      Laurel Wolfe
      Marketing Director, Klarna

      Clients don’t view their interactions with you as taking place within defined channels, and neither should you. Break down barriers between your channels to develop a true omni-channel experience for customers. Create a blueprint to:

      • Manage customer touch-points across channels
      • Connect online and offline marketing data
      • Track the customer journey across all channels

      Create an omni-channel experience to drive your conversions.

    • 2:30 PM
      Industry Expert
      Develop an Omni-channel Relationship Strategy to Better Serve Financial and Advisory Services

      B2B relationships in the digital era are still based on relationships. Learn how your institution can build an omni-channel marketing and relationship model anchored on client segments. Develop a plan to:

      • Start the omni-channel conversation by understanding customer segments and their journeys
      • Determine touch-points/micro-moments key to client experience and the service delivery model and channel
      • Enable key digital capabilities, including: personalised emails, content marketing, lead generation, direct online loan recognition and end-to-end analytics

      Strengthen your B2B relationships with digital technologies

    • 3:00 PM
      Case Study: Atom Bank
      Sending a Consistent Message Across Touch-points to Solidify Your Brand
      Neil Costello
      Head of Marketing, Atom Bank

      Achieving cross-channel parity is one of the most important factors in creating a customer-centric experience. Maintain a uniform presence across your platforms to make every interaction excellent. Overcome challenges around:

      • Keeping up with the speed of digital
      • Engaging customers of all generations
      • Anticipating customers’ changing needs

      Deliver a truly client-centric experience to attract consumers to your financial brand

  • 3:30 PM
    Afternoon Break
  • 4:00 PM
    Industry Expert
    Employ Artificial Intelligence to Improve Financial Marketing Efficiency, Reduce Costs and Increase Returns

    AI has the ability to perform tasks that once required menial labour, faster, cheaper and on a greater scale. Embrace AI to achieve more while spending less on your marketing efforts Source practical tips to:

    • Perform automated A/B testing 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 artificial intelligence.

  • 4:30 PM
    Case Study: AXA Business Insurance
    Look Beyond the Transaction to Develop Meaningful Digital Relationships with Customers
    Gordon Rutherford
    Head of Marketing & e-Commerce, AXA Business Insurance

    Even in the digital world, your financial services rely on strong relationships with your clients. Develop your relationships using the most recent tools available to you. Create a plan to:

    • Engage customers with value-adding digital content
    • Meet customer needs via apps
    • Build relationships in micro-moments

    Improve your customer relationships in a digital world.

  • 5:00 PM
    Case Study: JLT
    Digital Personalisation vs Digital Stalking – Where do the Boundaries Lie?
    Ellie Mickleburgh
    Director of Marketing, Design JLT Group

    Many times consumer digital activities fall short in the business context. People expect a different transactional experience when dealing with companies and some of the learning from the social world is hard to translate into the business context. Source insights on how to:

    • Explore how personalised you can get with clients and customers in financial services marketing
    • Use digital marketing effectively in B2B
    • Assess the similarities and differences between financial services marketing to businesses and to individuals

    Develop a personalized digital experience to meet client needs.

  • 5:05 PM
    Evening Networking Reception
September 21, 2017
September 22, 2017
  • 7:45 AM
    Registration & Breakfast
  • 8:45 AM
    Opening Comments from the Chairperson
    Stephen Ingledew
    Former Managing Director, Marketing, Standard Life
  • 9:00 AM
    Keynote: U.S. Bank
    Leverage Online Reviews to Monitor and Benchmark Your Brand
    Troy Janisch
    Vice President/Director, Social Intelligence, U.S. Bank

    Online review sites offer a wealth of information about how customers interact with financial institutions. Use this information to better meet your customers’ needs. Gain insights on how to:

    • Leverage online reviews for SEO
    • Monitor your brand
    • Benchmark yourself against other financial institutions

    Take advantage of online reviews of your brand for SEO, brand monitoring and benchmarking.

  • 9:45 AM
    Case Study: Triton
    Drive Financial Digitalisation to Increase your Marketing Returns
    Marcus Brans
    Head of Communication & Marketing, Triton

    Digitalisation opens a new toolbox of value creation and protection. Explore how you can influence the digitalisation of your financial institution to drive value. Take away practical insights to:

    • Create a culture of aiming for digitalisation
    • Leverage the existing digital efforts
    • Invest in people and time (and money)

    Enrich your value chain through digitalisation.

  • 10:15 AM
    Industry Expert
    Using Automation to Gain a Competitive Advantage in a Digital 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

  • 10:45 AM
    Morning Break
  • Content Marketing
    • 11:15 AM
      Industry Expert
      Use Content to Attract, Retain, and Grow Your Share of Financial Consumers

      78% of marketers in the financial industry report using content marketing, but only 25% of those consider themselves to be effective. Keep your audience engaged with a content strategy that is uniquely differentiated from the rest. Get practical tips to:

      • Build long-term relationships with your consumers by providing value
      • Recognise where and when to engage customers along your brand journey
      • Deliver content in a timely fashion while staying compliant

      Implement winning strategies used by best-in-class financial partners to elevate your content.

    • 11:45 AM
      Case Study: UBS Wealth Management
      Developing a Content Marketing Plan to Build Brand Recognition
      Kirsten Burt
      Head of Marketing, UK & Jersey, UBS Wealth Management

      Every financial brand needs a content plan. Develop a content marketing strategy that takes advantage of your existing content and develops value for customers. Develop a plan to:

      • Harness the content that your company already creates
      • Create content that offers value to your customers
      • Become a subject matter authority to your client base

      Enhance your brand recognition with a content marketing strategy.

    Programmatic Marketing
    • 11:15 AM
      Industry Expert
      Solutions to Improve Targeting and Customer Relevance

      Demand side platforms (DSP) allow marketers an unprecedented ability to optimise display performance with real-time bidding. Stretch your advertising budget and enable precision inventory buys. Examine strategies for:

      • Better access to inventory with header bidding
      • Implications on viewability and fraud
      • Applications in mobile and video

      Increase your advertising effectiveness and save costs using programmatic tools.

    • 11:45 AM
      Case Study: BMO Bank of Montreal
      Harnessing Programmatic Media and Cross-device Technologies to Scale Up Acquisition
      Andras Lazar
      Managing Director & Head - Cards & Payments Marketing, BMO Bank of Montreal

      Intelligent targeting and the right bidding strategy remain key to taking display media programs to the next level. Adopt intelligent targeting technologies to market to prospects effectively in a “multi-device” environment. Discover an approach to:

      • Transforming the card acquisition engine entering the “digital-first age”
      • Enabling predictive models by leveraging 1st and 3rd party data
      • Enhancing efficiency of programmatic media campaigns for acquisition

      Capitalise on mobile and cross-device technologies to drive acquisition in a real-time bidding environment.

  • 12:15 PM
    Networking Lunch
  • Hot Topics
    • 1:15 PM
      Spotlight
      Use the Internet of Things to Unlock Key Financial Consumer Insights

      Gartner estimates that endpoints of the Internet of Things will grow at a 32.5% CAGR worldwide from 2013 to 2020. Create an ongoing connection with your customers and gather new data. Discover the opportunities for:

      • Smart reminders to spend
      • Collecting data to offer better premiums
      • Connected bank branches

      Monetise IoT to create value for your financial institution.

    • 1:30 PM
      Case Study: HSBC
      Adopt Agile Approaches to Transform your Marketing Programme
      Gez Smith
      Global Head of Agile, HSBC

      The rise of digital has made marketing much more complex, fast-paced and uncertain. Explore how agile principles can help your organisation adapt to and keep pace with this new world. Source insights on:

      • Why agile marketing is so much more than tweeting content in real time
      • How to identify when agile would be the right approach to delivering your campaigns
      • Whether the rise of digital will force marketers to adopt agile approaches

      Assess some of the challenges agile changes will present to current marketing practices, and vice-versa

    • 2:00 PM
      Case Study: UniCredit
      How SMEs can Leverage Digital Financial Platforms to Enlarge Their Access to Financial Resources
      Carlo Marini
      Executive Vice President - Head of Corporate Transformation, UniCredit

      Smaller firms and start-ups may face limitations in accessing debt or equity. Fintech firms are able to bridge the gap between SMEs and Financial Investors. Reduce your financial limitations to be more competitive. Source a plan to:

      • Explore changes in digital financial services
      • Embrace digital transformation
      • Use your smaller size to be more agile

      Use digital marketing tools to reach your customers better and compete with larger institutions

    mobile
    • 1:15 PM
      Spotlight
      The Local Connection – How to Expand Search Visibility Through Local & Mobile

      Google reported the number of searches that include “near me” has steadily increased. Strengthen your digital brand through search and hyper-targeting. Source solutions to:

      • Align products with the right point in a customer’s journey
      • Use geography to understand the value of new business
      • Improve audience and demographic targeting

      Refine your search strategy to acquire new customers -– on mobile, tablet or desktop.

    • 1:30 PM
      Case Study: mBank
      Deliver an Engaging End-to-end Mobile Customer Experience and Create a Real mCommerce Environment
      Robert Piotr Hibner
      Director, Digital Channels Department, mBank

      More than a third of consumers exclusively use mobile in their purchase decision-making. mCommerce is already about one third of eCommerce business. Centre your strategy on the channel your clients really use to provide a superior user experience. Take away a roadmap to:

      • Concentrate your omni-channel strategy around mobile banking
      • Design products to deliver a smooth end-to-end mobile customer experience
      • Grow your business and customer satisfaction thanks to mobile apps

      Embrace mCommerce and improve customer experience.

    • 2:00 PM
      Case Study: Mobile-first
      Making the Transition to Mobile-first
      Tania Seif
      Former Head of Social Marketing, Ladbrokes Coral

      Mobile is the new standard. Explore optimal ways to build awareness, engagement and retention for your smartphone-connected target audience.

      • Source practical tips from best practice brand examples in financial services, retail and mcommerce
      • Adopt best practices in syncing mobile advertising with other elements of the marketing mix
      • Achieve an action plan to improve your current smartphone strategy and make the transition to mobile first

      Adopt a mobile-first approach to give your customers the experience they want.

  • 2:30 PM
    Afternoon Break
  • 3:00 PM
    Case Study: Seedrs
    Enabling Compliant Marketing and Sales Pieces to Speed up Success
    Alysia Wanczyk
    Marketing Director, Seedrs

    Regulatory guidelines in the financial industry are constantly evolving, and can slow down marketing efforts. Allow your team customisation within defined parameters to deliver personalised, local content in real-time. Assess the benefits to:

    • Streamlining the process for all users to maximise efficiency
    • Reducing the redundancy of the creative approval process
    • Providing measurable ROI of branded content

    Better integrate your sales and marketing assets to maintain brand integrity

  • 3:30 PM
    Case Study: Marginalen Bank
    Personalise Your Visitors’ and Customers’ Website Experiences to Increase Sales
    Peter Leijonspjuth
    Digital Manager and Acting Head of Marketing & Communication, Marginalen Bank

    Customers and visitors have different needs from your website. Personalize your site to give users the experience they need. Source insights on how to:

    • Connect your CMS with your internet bank
    • Customise your sales area
    • Make changes without releases from IT

    Enhance the experience of all your web users to drive returns.

  • 4:00 PM
    Case Study: MyJar
    Building a Digital Marketing Strategy from the Ground up to Compete in Today’s Marketplace
    Tom Newbould
    Chief Marketing Officer, MYJAR

    It’s clear that digital is the way forward for financial services marketers, but making that transition is no easy feat. Jump-start your transformation with tips for the planning, design, and execution of a comprehensive digital marketing strategy. Develop a blueprint to:

    • Evaluate priorities and strategic objectives
    • Overcome common hurdles and barriers
    • Facilitate the change within your organisation

    Source your plan of action from site development to social media with insights from a transformation expert.

  • 4:30 PM
    Conference Adjourns
September 22, 2017

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