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Financial Marketers Agree “Back to Basics” Is Key to Future Success
07/15/2010
By John Hart
The Journal of Financial Advertising & Marketing
Financial Marketers Agree “Back to Basics” Is Key to Future Success
Back to basics and building on sound fundamentals represents the key to the future of financial marketing in 2010.
JFAM:Live! Financial Marketers’ Conference took place in New York City in March of 2010 at the Wharton Auditorium of TIAA-CREF. The conference was attended by over 125 senior financial marketing professionals and was sponsored by the Financial Times, TIAA-CREF and The Wall Street Journal (Platinum), Digo, Gardner Nelson & Partners, Media Contacts, Compete, Inc., PARTNERS + simons, PricewaterhouseCoopers and Vibrant Media (Gold) and InvestingChannel (Silver). The conference takes place every six months and is designed for senior marketers from major financial institutions. This was the 11th JFAM:Live! Financial Marketers’ Conference.
Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing, opened the conference by explaining that “this conference is focused on what’s next in financial services marketing. There’s no sense in us rehashing how to market financial firms in a down economy. We’re moving out of this great recession. The ice is melting and I am asking us all to examine ‘what it is that do we all do next?’”
By the close of the conference, Wreaks commented that “it seemed like panelists felt that answer to my ‘what’s next?’ question can be found in applying newer strategies to the more traditional fundamentals of financial marketing. Threads such as:
· The value of the customer
· The power of trust
· The making of a reputation and
· Real accountability for results
These threads were all underscored time and time again in this day-long series of discussions among leading financial marketing executives.
Clearly articulating objectives and methodically analyzing (and optimizing) results were themes that were also woven throughout the day’s agenda. This was not a “convention of catch phrases and buzz words,” says Wreaks. "This conference was about building upon well established marketing fundamentals."
Is the ice really melting? Interestingly, financial marketing hiring expert, Tom Jago of The Ward Group pointed out that “interest in hiring smart people is—suddenly--happening in the financial marketing sector,” and while those firms hiring have some pretty specific requirements, “being nice is a major attribute that many firms look for today in their marketers.” Again, Jago’s opinion serves as further evidence of an industry moving back to basics, as it moves forward.
At JFAM:Live! Financial Marketers’ Conference, leading financial marketers and agency leaders met to discuss media, creative, content, measurement, digital marketing and other drivers of financial marketing industry. The all-day conference included nine panel discussions and one presentation all revolving around financial marketing topics seeking to answer this “what’s next” question.
The agenda included the following highlights:
Today’s Standard: Excellence in Financial Media Strategy. This panel featured the media team (marketer and agency) that won “Best of Show” at The 2010 JFAM Media Strategy Awards earlier this year. The panel spoke at lengnth about the power of analytics in the media planning process and pointed out that , “while numbers and analytics are critical to success in financial media today, there is still a place for gut instinct and leadership in forging a compelling media strategy.” Panelists included Jason Madrak, Head of Marketing, Consumer Markets, Aetna and from G2 Direct & Digital Laurie Larson, VP, Associate Media Director, Kelley Train, Associate Media Director, Interactive, Taylor Nicholls, VP, Account Director, and Ken Beatty, Chief Analytics Officer.
Reputation in Financial: Now More Than Ever. This panel peeled back the layers of reputation in financial services marketing and discussed its relative importance in financial marketing and how financial marketers today can (and cannot) guide a financial firms reputation for success. Panelists included Laura Kane, VP, External Relations, AFLAC Marty Dauer, CMO, Duff & Phelps, Jennifer O’Connell, PARTNERS + simons, Richard Aneser, Financial Advisory Consultant. One key take-away from the conversation is that a financial brand is not necesarily the same thing as a financial firm’s reputation. Financial marketers must come back to basics to rebuild reputations—and brands. A focus on the customer and her needs is essential in today’s environment.
Professional Investor Perceptions of Asset Management Firms. Unlike other formats at this JFAM:Live! Financial Marketers’ Conference, this was a presentation—not a conversation. Here, Daniel Rothman, Director of Research from the Financial Times unveiled preliminary results of a survey among US professional (not consumer) investors. The study revealed their perceptions of Asset Management Firms. Rothman predicated his presentation by noting that these results were preliminary and final results may vary. One key point that Rothman noted in the study was reflected by a question he asked of professional investors to “Rate the importance of the following when considering an Asset Management firm to place your assets with?” At the top of the list, 92% of respondents cited that “Trustworthy” was a trait of “high importance” to professional investors. Interestingly “Brand Reputation” was only cited to be of “high importance” by 22% of respondents. This disparity could suggest that professional investors are looking beyond marketing to the integral fiber of a firm to the most fundamental of all financial traits, trustworthiness. For more information on this FT study, contact JFAM.
Digital Trends in Financial: New Rules of Engagement. This panel investigated new trends in digital marketing in financial services. Panelists included Bob Verrico, co-Founder, Investing Channel, Wendy Helfgott, Director of Marketing, FXCM and Andrew Wagner, CEO, TrafficBuyer. The first question asked of the panel received unanimous agreement. Has digital marketing in financial had its big growth spurt? Or is the best yet to come? The panel reacted in harmony that financial marketers “ain’t seen nothin’ yet” when it comes to digital marketing. The power of the relationship echoed thoughout this discussion which, again, reflects a "back to basics" approach to forward movement in financial services marketing.
Moving Target: Reaching The New Financial Customer. This panel examined the changing nature of the financial consumer—particularly in recent times. Is our new “educated financial consumer” easier for financial marketers to market to—or more complex? Panelist opinions were mixed on this opening question, revealing that financial marketers can go directly to the consumer with offerings and opportunities. At the same time, it was voiced that some financial consumers “know enough to be dangerous” and this fact opens new obstacles to financial marketers. Panelists included Ken Murray, CMO, JG Wentworth, Frank Dudley, CEO, Brand New Idea and Michael Perlman, Managing Director, Compete, Inc (division of TNS). One question from the audience provoked a conversation regarding “marketer empathy” for the consumer and how this should or should not shine through in marketing.
Current Economic Indicators & Why They Matter to Financial Marketers. David Resler, Chief Economist, Nomura Holding and frequent TV commentator offered his take on what economic indicators today suggest to the US economy, US consumers and, by extension, financial services marketers. His outlook suggested that the worst of the great recession has passed, yet at the same time it is not yet time to pop-open the champagne. The economy we knew in the mid-2000’s was not “normal” so when we think of a return to normal in our economy and in our back pockets, we should be mindful to temper our expectations. “Housing starts, explained Resler, are going to increase from here on in--and this is going to be our source of growth. The economy is going to grow 2 ½ percent over the rest of the year, but no one is going to feel like they won the lottery.” The reason, explained Resler is that the “level we went to is so low and was nowhere near normal. The best we are going to see in the next 2 years will be what would have been the worst we ever saw before the last 2 years. Resler also predicts that we are "not going to see rapid growth and employment because of the housing sector.”
Creative: Why It (Really) Matters Today. This panel included John Derbick, AVP, Global Brand & Marketing,MetLife, Mark DiMassimo, CEO & Creative Director, DiMassimo Goldstein (DIGO), Delia Delisser, SVP, Advertising, TIAA-CREF and Sharon Solomon, Managing Director, RBC Capital Markets. The group conceded on the importance of creative to connect—especially in today’s environment of distrust in financial firms. One panelist pointed out that “the problem with financial institutions is that they are run by people who run financial institutions.” In other words, financial firms lack the creative luxury of following gut instinct because of the conservative nature of most institutions and the layers of management that must approve marketing initiatives. The result is a “sea of sameness” in financial marketing messaging. The group conceded that there is, indeed, opportunity to be bold today in financial marketing. Will marketers answer the call? Time will tell.
Right Team: Hiring & Retention in Financial Marketing. This session was two-pronged in format. It was a brief presentation followed by question and answer. The presenter was Tom Jago, Managing Director, The Ward Group and he offered advice both to those seeking to build out their own teams in financial marketing as well as to “all us who should be always mindful of actively managing their careers.” The good news: something has changed in the last six weeks. Hiring demand in financial marketing has skyrocketed. However, his optimistic observation was tempered by the fact that financial marketers have very narrow and specific demands in terms of who they are looking for. The challenge is meeting the list of “must haves” that a marketer demands in his candidate, explained Jago.
Changing Face: Content in Financial Marketing. “There’s a lot that has changed over the past years, explained one panelist. “ You see a lot of changes in the way people consume content.” This panel peeled back the layers and discussed what changes are now taking place in financial content and what these changes may suggest for the future of financial marketing. The panel included Christina Bourke, Director & Head of Marketing, Americas at Credit Suisse, John von Brachel, Director Content and Publications, Merrill Lynch, Philip Parrotta, Head of Marketing, Americas, DWS Investments and Erin Hunt, Director at Vibrant Media. JFAM has noted that relevant content has always provided a necessary “wedge” into the mindsets of target audiences. In financial, accurate intelligence can make or break personal fortunes or the shape the future of an institution—and for this reason financial marketers have relied on content to tow the line. In part due to technological advances, financial content is changing. “We understand that people want information, they want to be more informed so we want to be able to give that content to the in a profound.” This all harkens back to one of the key underlying themes at this JFAM:Live! It’s back to fundamentals in financial marketing today: keeping customers first in effective financial marketing today.
Measurement and Optimization in Financial Marketing. “It’s very difficult,” explained one panelist, “to associate (marketing) value with your final decision.” The experts that JFAM tapped for this panel were Craig Shiffrin, Sr. Marketing Manager, E*TRADE, Julia Lennox, VP, Retirement Products at Metlife and Lea Synefakis-Pica, Manager, Digital Marketing Analytics for Prudential. Much conversation in this panel revolved around accountability for results and, more specifically, how actions can be associated with consequences. Marketers are more risk averse in difficult times and in terms of measurement and optimization, the focus on the fundamental of accountability for success has never been more pronounced. As one panelist explained, (in advertising),” where we view our biggest challenge is not (figuring out how)we can optimize online within itself but how does TV and print play a role and how all the mediums fit together and are influencing each other.”
Old Axioms, New Strategies: Business Marketing in Financial. “There’s complete change in your competitive set. At the same time, there’s a lot of the same, your still solving problems for clients,” explained one panelist. This panel, JFAM Chief Analyst, Bill Wreaks pointed out in his introduction begins with a prejudicial statement in its title—that business marketers in financial services have based its strategies on old axioms. The panel, conceptually conceded this point that today business-to-business financial marketing is reliant upon proven fundamentals of customer services and client responsiveness. “We’re going to be living in a new world for quite some time in the future,” explained one panelist. “ Hopefully people have learned from what has happened to us all to really gain economic literacy.” Panelists included, Bruce D.Goldberg, CMO, International Securities Exchange, Jeffrey Wilson, SVP, Marketing, GE Capital, Kevin Windorf, SVP, Marketing, BMO Capital Markets and industry consultant, Ralph Piscitelli. What it comes down to in b-to-b financial marketing is that trust remains the bedrock of financial marketing. A key take-away: “If you don’t have trust in a financial institution, you’re in trouble.”
JFAM:Live! Financial Marketers’ Conference is, by design, dominated by conversation and dialog in a (primarily) panel discussion format. Still, there were non-panel discussion portions of the program, as well. David Resler, Chief Economist at Nomura Holding, Japan’s largest financial institution, shared his research-driven opinions on “Leading Economic Indicators and What They Suggest to Financial Marketers. In addition, one in-depth study was presented by Daniel Rothman, Director of Research, The Financial Times on “Professional Investor Impressions of Top Asset Managers.” Rothman’s presentation echoed many of the “back to fundamentals” themes that resonated throughout the moderated panel conversations on stage. And, importantly, backed up these themes with empirical substance. In short, trust, relationships, reputation and accountability matter more than ever to the professional investor community.
JFAM:Live! Financial Marketers’ Conference was organized by The Gramercy Institute, publishers of The Journal of Financial Advertising & Marketing (JFAM). The next JFAM:Live! Financial Marketers' Conference is scheduled for September 15, 2010 in New York City.
The event was sponsored by Financial Times, TIAA-CREF and The Wall Street Journal (Platinum), Digo, Gardner Nelson & Partners, Media Contacts, Compete, Inc., PARTNERS + simons, PricewaterhouseCoopers and Vibrant Media (Gold) and InvestingChannel (Silver).
For more information on JFAM:Live! Financial Marketers’ Conference and other JFAM events for senior financial marketers, contact: 212)752-0151, swreaks@financialadvertising.com or www.financialmarketer.com.
Back to List
Back to basics and building on sound fundamentals represents the key to the future of financial marketing in 2010.
JFAM:Live! Financial Marketers’ Conference took place in New York City in March of 2010 at the Wharton Auditorium of TIAA-CREF. The conference was attended by over 125 senior financial marketing professionals and was sponsored by the Financial Times, TIAA-CREF and The Wall Street Journal (Platinum), Digo, Gardner Nelson & Partners, Media Contacts, Compete, Inc., PARTNERS + simons, PricewaterhouseCoopers and Vibrant Media (Gold) and InvestingChannel (Silver). The conference takes place every six months and is designed for senior marketers from major financial institutions. This was the 11th JFAM:Live! Financial Marketers’ Conference.
Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing, opened the conference by explaining that “this conference is focused on what’s next in financial services marketing. There’s no sense in us rehashing how to market financial firms in a down economy. We’re moving out of this great recession. The ice is melting and I am asking us all to examine ‘what it is that do we all do next?’”
By the close of the conference, Wreaks commented that “it seemed like panelists felt that answer to my ‘what’s next?’ question can be found in applying newer strategies to the more traditional fundamentals of financial marketing. Threads such as:
· The value of the customer
· The power of trust
· The making of a reputation and
· Real accountability for results
These threads were all underscored time and time again in this day-long series of discussions among leading financial marketing executives.
Clearly articulating objectives and methodically analyzing (and optimizing) results were themes that were also woven throughout the day’s agenda. This was not a “convention of catch phrases and buzz words,” says Wreaks. "This conference was about building upon well established marketing fundamentals."
Is the ice really melting? Interestingly, financial marketing hiring expert, Tom Jago of The Ward Group pointed out that “interest in hiring smart people is—suddenly--happening in the financial marketing sector,” and while those firms hiring have some pretty specific requirements, “being nice is a major attribute that many firms look for today in their marketers.” Again, Jago’s opinion serves as further evidence of an industry moving back to basics, as it moves forward.
At JFAM:Live! Financial Marketers’ Conference, leading financial marketers and agency leaders met to discuss media, creative, content, measurement, digital marketing and other drivers of financial marketing industry. The all-day conference included nine panel discussions and one presentation all revolving around financial marketing topics seeking to answer this “what’s next” question.
The agenda included the following highlights:
Today’s Standard: Excellence in Financial Media Strategy. This panel featured the media team (marketer and agency) that won “Best of Show” at The 2010 JFAM Media Strategy Awards earlier this year. The panel spoke at lengnth about the power of analytics in the media planning process and pointed out that , “while numbers and analytics are critical to success in financial media today, there is still a place for gut instinct and leadership in forging a compelling media strategy.” Panelists included Jason Madrak, Head of Marketing, Consumer Markets, Aetna and from G2 Direct & Digital Laurie Larson, VP, Associate Media Director, Kelley Train, Associate Media Director, Interactive, Taylor Nicholls, VP, Account Director, and Ken Beatty, Chief Analytics Officer.
Reputation in Financial: Now More Than Ever. This panel peeled back the layers of reputation in financial services marketing and discussed its relative importance in financial marketing and how financial marketers today can (and cannot) guide a financial firms reputation for success. Panelists included Laura Kane, VP, External Relations, AFLAC Marty Dauer, CMO, Duff & Phelps, Jennifer O’Connell, PARTNERS + simons, Richard Aneser, Financial Advisory Consultant. One key take-away from the conversation is that a financial brand is not necesarily the same thing as a financial firm’s reputation. Financial marketers must come back to basics to rebuild reputations—and brands. A focus on the customer and her needs is essential in today’s environment.
Professional Investor Perceptions of Asset Management Firms. Unlike other formats at this JFAM:Live! Financial Marketers’ Conference, this was a presentation—not a conversation. Here, Daniel Rothman, Director of Research from the Financial Times unveiled preliminary results of a survey among US professional (not consumer) investors. The study revealed their perceptions of Asset Management Firms. Rothman predicated his presentation by noting that these results were preliminary and final results may vary. One key point that Rothman noted in the study was reflected by a question he asked of professional investors to “Rate the importance of the following when considering an Asset Management firm to place your assets with?” At the top of the list, 92% of respondents cited that “Trustworthy” was a trait of “high importance” to professional investors. Interestingly “Brand Reputation” was only cited to be of “high importance” by 22% of respondents. This disparity could suggest that professional investors are looking beyond marketing to the integral fiber of a firm to the most fundamental of all financial traits, trustworthiness. For more information on this FT study, contact JFAM.
Digital Trends in Financial: New Rules of Engagement. This panel investigated new trends in digital marketing in financial services. Panelists included Bob Verrico, co-Founder, Investing Channel, Wendy Helfgott, Director of Marketing, FXCM and Andrew Wagner, CEO, TrafficBuyer. The first question asked of the panel received unanimous agreement. Has digital marketing in financial had its big growth spurt? Or is the best yet to come? The panel reacted in harmony that financial marketers “ain’t seen nothin’ yet” when it comes to digital marketing. The power of the relationship echoed thoughout this discussion which, again, reflects a "back to basics" approach to forward movement in financial services marketing.
Moving Target: Reaching The New Financial Customer. This panel examined the changing nature of the financial consumer—particularly in recent times. Is our new “educated financial consumer” easier for financial marketers to market to—or more complex? Panelist opinions were mixed on this opening question, revealing that financial marketers can go directly to the consumer with offerings and opportunities. At the same time, it was voiced that some financial consumers “know enough to be dangerous” and this fact opens new obstacles to financial marketers. Panelists included Ken Murray, CMO, JG Wentworth, Frank Dudley, CEO, Brand New Idea and Michael Perlman, Managing Director, Compete, Inc (division of TNS). One question from the audience provoked a conversation regarding “marketer empathy” for the consumer and how this should or should not shine through in marketing.
Current Economic Indicators & Why They Matter to Financial Marketers. David Resler, Chief Economist, Nomura Holding and frequent TV commentator offered his take on what economic indicators today suggest to the US economy, US consumers and, by extension, financial services marketers. His outlook suggested that the worst of the great recession has passed, yet at the same time it is not yet time to pop-open the champagne. The economy we knew in the mid-2000’s was not “normal” so when we think of a return to normal in our economy and in our back pockets, we should be mindful to temper our expectations. “Housing starts, explained Resler, are going to increase from here on in--and this is going to be our source of growth. The economy is going to grow 2 ½ percent over the rest of the year, but no one is going to feel like they won the lottery.” The reason, explained Resler is that the “level we went to is so low and was nowhere near normal. The best we are going to see in the next 2 years will be what would have been the worst we ever saw before the last 2 years. Resler also predicts that we are "not going to see rapid growth and employment because of the housing sector.”
Creative: Why It (Really) Matters Today. This panel included John Derbick, AVP, Global Brand & Marketing,MetLife, Mark DiMassimo, CEO & Creative Director, DiMassimo Goldstein (DIGO), Delia Delisser, SVP, Advertising, TIAA-CREF and Sharon Solomon, Managing Director, RBC Capital Markets. The group conceded on the importance of creative to connect—especially in today’s environment of distrust in financial firms. One panelist pointed out that “the problem with financial institutions is that they are run by people who run financial institutions.” In other words, financial firms lack the creative luxury of following gut instinct because of the conservative nature of most institutions and the layers of management that must approve marketing initiatives. The result is a “sea of sameness” in financial marketing messaging. The group conceded that there is, indeed, opportunity to be bold today in financial marketing. Will marketers answer the call? Time will tell.
Right Team: Hiring & Retention in Financial Marketing. This session was two-pronged in format. It was a brief presentation followed by question and answer. The presenter was Tom Jago, Managing Director, The Ward Group and he offered advice both to those seeking to build out their own teams in financial marketing as well as to “all us who should be always mindful of actively managing their careers.” The good news: something has changed in the last six weeks. Hiring demand in financial marketing has skyrocketed. However, his optimistic observation was tempered by the fact that financial marketers have very narrow and specific demands in terms of who they are looking for. The challenge is meeting the list of “must haves” that a marketer demands in his candidate, explained Jago.
Changing Face: Content in Financial Marketing. “There’s a lot that has changed over the past years, explained one panelist. “ You see a lot of changes in the way people consume content.” This panel peeled back the layers and discussed what changes are now taking place in financial content and what these changes may suggest for the future of financial marketing. The panel included Christina Bourke, Director & Head of Marketing, Americas at Credit Suisse, John von Brachel, Director Content and Publications, Merrill Lynch, Philip Parrotta, Head of Marketing, Americas, DWS Investments and Erin Hunt, Director at Vibrant Media. JFAM has noted that relevant content has always provided a necessary “wedge” into the mindsets of target audiences. In financial, accurate intelligence can make or break personal fortunes or the shape the future of an institution—and for this reason financial marketers have relied on content to tow the line. In part due to technological advances, financial content is changing. “We understand that people want information, they want to be more informed so we want to be able to give that content to the in a profound.” This all harkens back to one of the key underlying themes at this JFAM:Live! It’s back to fundamentals in financial marketing today: keeping customers first in effective financial marketing today.
Measurement and Optimization in Financial Marketing. “It’s very difficult,” explained one panelist, “to associate (marketing) value with your final decision.” The experts that JFAM tapped for this panel were Craig Shiffrin, Sr. Marketing Manager, E*TRADE, Julia Lennox, VP, Retirement Products at Metlife and Lea Synefakis-Pica, Manager, Digital Marketing Analytics for Prudential. Much conversation in this panel revolved around accountability for results and, more specifically, how actions can be associated with consequences. Marketers are more risk averse in difficult times and in terms of measurement and optimization, the focus on the fundamental of accountability for success has never been more pronounced. As one panelist explained, (in advertising),” where we view our biggest challenge is not (figuring out how)we can optimize online within itself but how does TV and print play a role and how all the mediums fit together and are influencing each other.”
Old Axioms, New Strategies: Business Marketing in Financial. “There’s complete change in your competitive set. At the same time, there’s a lot of the same, your still solving problems for clients,” explained one panelist. This panel, JFAM Chief Analyst, Bill Wreaks pointed out in his introduction begins with a prejudicial statement in its title—that business marketers in financial services have based its strategies on old axioms. The panel, conceptually conceded this point that today business-to-business financial marketing is reliant upon proven fundamentals of customer services and client responsiveness. “We’re going to be living in a new world for quite some time in the future,” explained one panelist. “ Hopefully people have learned from what has happened to us all to really gain economic literacy.” Panelists included, Bruce D.Goldberg, CMO, International Securities Exchange, Jeffrey Wilson, SVP, Marketing, GE Capital, Kevin Windorf, SVP, Marketing, BMO Capital Markets and industry consultant, Ralph Piscitelli. What it comes down to in b-to-b financial marketing is that trust remains the bedrock of financial marketing. A key take-away: “If you don’t have trust in a financial institution, you’re in trouble.”
JFAM:Live! Financial Marketers’ Conference is, by design, dominated by conversation and dialog in a (primarily) panel discussion format. Still, there were non-panel discussion portions of the program, as well. David Resler, Chief Economist at Nomura Holding, Japan’s largest financial institution, shared his research-driven opinions on “Leading Economic Indicators and What They Suggest to Financial Marketers. In addition, one in-depth study was presented by Daniel Rothman, Director of Research, The Financial Times on “Professional Investor Impressions of Top Asset Managers.” Rothman’s presentation echoed many of the “back to fundamentals” themes that resonated throughout the moderated panel conversations on stage. And, importantly, backed up these themes with empirical substance. In short, trust, relationships, reputation and accountability matter more than ever to the professional investor community.
JFAM:Live! Financial Marketers’ Conference was organized by The Gramercy Institute, publishers of The Journal of Financial Advertising & Marketing (JFAM). The next JFAM:Live! Financial Marketers' Conference is scheduled for September 15, 2010 in New York City.
The event was sponsored by Financial Times, TIAA-CREF and The Wall Street Journal (Platinum), Digo, Gardner Nelson & Partners, Media Contacts, Compete, Inc., PARTNERS + simons, PricewaterhouseCoopers and Vibrant Media (Gold) and InvestingChannel (Silver).
For more information on JFAM:Live! Financial Marketers’ Conference and other JFAM events for senior financial marketers, contact: 212)752-0151, swreaks@financialadvertising.com or www.financialmarketer.com.