AdobeHow digital tools put top
financial brands in the lead.
Today’s leaders in financial services are digital disruptors intent on offering experiences that drive customer loyalty and love. Let’s look at tools and tactics that differentiate leaders from fast (and not-so-fast) followers.
Tools: More than the mainstream.
In the coming year, both leaders and mainstream plan similar technology investments. But it’s what they’re doing now that has accelerated leaders’ digital transformation.
Today, leaders are using digital marketing technologies considerably more.
Over the next 12 months, their priorities are more aligned:
More Cloud.
Leaders outpace the mainstream in cloud adoption, particularly for marketing. Secure, low-cost, multi-device support powers the integrated experiences they offer.
More AI.
Their edge in artificial intelligence lets leaders sift through data of all sizes and shapes, and develop insights for personalized marketing.
Tactics: Dependent on digital.
It’s unanimous: Leaders agree digital is essential to support brokers, advisors, and agents.
And to support brokers, advisors, and agents, leaders will use the following in 2017.
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Mobile and tablet-based apps with interactive client-facing content and pitch presentations
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Digital forms to expedite client on-boarding
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Portals containing content, product information, and sales materials customized for brokers/advisors/agents
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Leads sourced from digital channels focused on quality, not quantity
Mobile: Making a fast move.
With fewer people stopping by banks and agencies, mobile is the way leaders will acquire customers and deepen relationships.
Prepare for the win.
Transform into an experience business.
To learn more about using digital to maximize customer experiences in financial services, read our article Experiences keep the top finance brands in the lead.
Read the articleData from "State of Digital Transformation in Financial Services," Econsultancy and Adobe, April 2017.
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