2019 Rising Stars in Financial Marketing, London
Author: Janet Du Chenne, Editorial Marketing Director, Deutsche Bank
I was very proud to be named as one of the Rising Stars of Financial Marketing in the recent Gramercy Institute event on Monday 10 December 2018 at Thomson Reuters’ offices in London.
It was a fascinating event, and here's a few tips I picked up from the presentations and discussions on the night:
1. Tortoise and hare
With so much content out there and all readily and speedily available, we all need to recognise that it’s about using different channels to give people the news they want. For example, the Telegraph uses a group on WhatsApp to give its readers news. This means it’s not just about fast news, but also slow news that brings the brand, customers and media channels together.
2. Thumb-stopping content
With engaging videos now directly accessible on everyone’s mobiles, it’s amazing how much you can convey. You need to be better than the other options so that people pause and click on your story. This emphasises the need for something visually enticing that makes the thumb stop.
3. Measuring what matters
Content marketing is often described as being about what we want the data to achieve. But how are marketers using that data? Obviously measure what you can, but recognise that sometimes it’s about recognising or messaging feelings and intentions, so the board room are not always about ‘showing me the numbers’.
4. Audience algebra
Fundamental to marketing is calculating exactly what message you are trying to impart, and to whom. For example, are you targeting consumers who have better or more complicated financial lives than others? Yet rather than working in broad brush strokes and categories, it should be about identifying individuals and how they work, and allowing them to personalise their journey. There is always someone who wants to swim against the tide, so let your customers choose how they want to connect.
5. Tell your customer’s story
Many people use fitbit to track and improve their health, and in the same way new services will integrate with people’s daily lives to seamlessly help them manage their wealth as well as their health. Technology done right can re-invigorate and empower you to achieve your personal or business goals. How are you telling a cohesive and powerful story that can really add value to your audience?
Here’s the full list of winners from the night:
• Jamie Bisley, Sr Associate, Marketing (EMEA), BMO Global Asset Management
• Sebastian Black, Account Manager, Ptarmigan Media
• Ruben Donath, Head of Media Strategy & Execution, Digital Media, UBS Asset Management
• Janet Du Chenne, Editorial Marketing Director, Deutsche Bank
• Meredith Foster, Senior Vice President, Marketing, Duff & Phelps
• Ash Grant, Display Lead, HSBC
• Mark Greenaway, Head of Marketing, TransUnion
• Courtney Harmstone, Associate Producer, Director, Alpha Grid
• Lawrence Jones, Head of Display & Marketing Partnerships, IG
• Adam Laird, Head of ETF Strategy, Lyxor ETF
• Victor Loyau, Global Mktg Executive, AXA Investment Managers
• Rob Mather, VP, Digital Mktg Manager, Barclays Investment Bank
• Alex Ourris, VP, Product Marketing Manager (EMEA), PineBridge Investments
• Mollie Pearse, Head of Mktg, Financial Services EMEA, Facebook
• Katerina Rabava, Principal, Senior Marketing Manager, BNY Mellon
• Emily Sanders, Global Mktg Manager, AXA Investment Managers
• Katie Spreadbury, Director, EMEA, Vested
• Nicola West, Global Head of Events, Partnerships and Sponsorships, Deutsche Bank Wealth Management
Many congratulations to all involved!
