The Global Retail Banking Digital Marketing Report 2013

The Global Retail Banking Digital Marketing Report 2013

Figure 2: Mix of marketing expenditure at banks

Digital marketing offers great opportunities to add context to your communication.
The Global Retail Banking Digital Marketing Report 2013

The Global Retail Banking Digital Marketing Report 2013

Figure 3: Digital marketing maturity level of bank

The Global Retail Banking Digital Marketing Report 2013

The Global Retail Banking Digital Marketing Report 2013

As customers increasingly shift their communication and (re)search onto digital channels, DBS is increasingly embracing digital channels to engage with its customers in rich dialogue. More than marketing, digital presents new opportunities to exchange value with customers and optimise services around their very specific needs.Steve Monaghan Managing Director - Group Chief Innovation Officer, DBS Bank

The Global Retail Banking Digital Marketing Report 2013

Figure 5: Single customer view capability

The Global Retail Banking Digital Marketing Report 2013

As the Internet becomes an inevitable part of life, and usage of mobile technology is booming, it is of vital importance for banks to embrace digital channels as both sales and service platforms. It is definitely not hype, nor a fashion. It is – only in moderate terms – the new way of doing business.Murat Atalay Head of Marketing, Isbank 

The Global Retail Banking Digital Marketing Report 2013

Figure 7: Segmented propositions offered

The Global Retail Banking Digital Marketing Report 2013

Figure 8: Parameters for defining customer segment

The Global Retail Banking Digital Marketing Report 2013

Figure 9: Business intelligence capabilities

The Global Retail Banking Digital Marketing Report 2013

Figure 10: Offer delivery capabilities

The Global Retail Banking Digital Marketing Report 2013

Figure 11: Use of test and learn

The Global Retail Banking Digital Marketing Report 2013

The blurring between the digital and the offline world will continue, so that marketing will be forced into a 360° approach towards customers and towards analytics. Inge Ampe General Manager Marketing, ING Belgium

Customers expect a seamless experience whether they are engaging through online or mobile devices, and expectations are being set by best practice competitors across industries. Banks need to invest in the digital experience and the knowledge of their front line staff so that they become advocates for the new capabilities. All customer touchpoints should reinforce that the Bank is helping customers make the right choice based on their needs. Jody Bhagat Senior Vice President: Head of online sales, marketing, and user experience at US Bank

The Global Retail Banking Digital Marketing Report 2013

The Global Retail Banking Digital Marketing Report 2013

Figure 14: Management of social media activities

The Global Retail Banking Digital Marketing Report 2013

Figure 15: Expenditure on social media

The Global Retail Banking Digital Marketing Report 2013

Figure 16: Social media services used

The Global Retail Banking Digital Marketing Report 2013

Figure 17: Service functionality on Facebook

Imagine being able to track your customer’s path in a branch from the entrance to the cash line. Now, give your customers a place to enjoy and learn how to best use your services at the branch. Now, bring it on to digital. Well, that’s BBVA’s game. And after that, people are willing to share their experience on social media. For me that’s a WOW banking experience. Bernardo Crespo Velasco Head of Digital Marketing. BBVA Spain and Portugal

The Global Retail Banking Digital Marketing Report 2013

Figure 18: Big data projects at banks

The Global Retail Banking Digital Marketing Report 2013

Figure 19: Effectiveness of big data projects

Banks will need to be present where their customers are...and customers are spending more time on Content, Community and Commerce that is being delivered through digital channels. The challenge for marketers is to engage them in ways that are relevant to the customer and to the medium. The underlying bytes of data that get generated in this process, will be structured as well as unstructured, and will form the next frontier for analytical marketing.Kartik Jain Executive Vice President and Head of Marketing, HDFC Bank

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