Summary
In this conversation, Lincoln Parks, a digital marketing expert and banking thought leader, discusses the importance of having a documented customer journey in order to achieve predictable growth for financial institutions. He emphasizes the need for clarity and a strategic plan in marketing and digital marketing efforts. Parks shares strategies such as leveraging brand and programmatic advertising, using geofencing and connected TV/OTT advertising, and preparing for a cookie-less targeting strategy. He also highlights the significance of optimizing for voice search and organizing data effectively. Parks encourages financial institutions to focus on executing one channel effectively before adopting an omnichannel approach.
Takeaways
Having a documented customer journey is crucial for achieving predictable growth in financial institutions.
Clarity and a strategic plan are essential in marketing and digital marketing efforts.
Strategies such as leveraging brand and programmatic advertising, using geofencing and connected TV/OTT advertising, and preparing for a cookie-less targeting strategy can be effective.
Optimizing for voice search and organizing data effectively are important considerations.
Executing one channel effectively before adopting an omnichannel approach is recommended.
Chapters
00:00 Introduction and Audience Engagement
01:23 The Importance of a Documented Customer Journey
06:34 Moving Customers Along the Journey
09:23 The Growth Triad: Documented Journey, Actionable Metrics, and Tools/Tactics
10:20 The Customer Journey and Attracting Customers
11:49 Engaging and Converting Prospects
13:05 Creating Excitement and Ascending Customers
15:46 Marketing Tactics: Geofencing and Connected TV/OTT Advertising
19:19 Geofencing Strategies and Targeting Competitors
20:46 Launching Actionable Ads and Considering Geofence Size
23:54 Connected TV and OTT Advertising Strategies
26:49 Preparing for a Cookie-less Targeting Strategy
34:43 Increasing and Retaining Customers with a Cookie-less Targeting Strategy
41:05 Optimizing for Voice Search and Organizing Data
45:03 Executing Effectively in One Channel before an Omnichannel Approach
46:38 Q&A and Conclusion
