Digital is the New Traditional

(and the Trends That Make it So)

Welcome

Today’s presentation is brought to you by BlueSpire Strategic Marketing.

Featured Presenters, Speakers

Beth Miller, EVP/Client Services, Content, Design and Innovation

Christian Twiste, VP/Interactive

Kimberly Morgan, Sr. Marketing Strategist

Jen Joly, Sr. Director/Marketing, Communications and Brand Management

Agenda INSIGHTS

Insights on consumer preferences when it comes to digital engagement.

EXAMPLES Relevant digital engagement examples from a wide

range of industries, including financial services and healthcare.

RECOMMENDATIONS Specific recommendations that can be implemented at

nearly any organization in highly regulated industries.

INSIGHTS: What do consumers want when it

comes to digital engagement?

Proprietary BlueSpire Consumer Study

Conducted February 2014

The Opportunity

3 hours or more 2 hours to less than 3 hours

1 hour to less than 2 hours 30 minutes to less than an hour

30 minutes or less

65% of respondents spend 1 hour or more with a specific company’s app(s), social site(s) or website.

High Frequency Wealth & Health

0 10 20 30 40 50 60 70 80

Others

Health & Fitness

Clothing & Retail

Food & Drink

Financial

News

Entertainment

Games

What types of companies do you interact with at least once per week?

It’s About THEM.

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

What feature do you like least?

What features do you like most?

That Personal Touch

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00% Chose 'Makes recommendations for me based on my preferences and past behaviors' when asked "What feature do you like most about company apps or web sites?"

Chose 'Personalized content' as one of the top three things they "like most about e-mails [they] receive from a company"

Comparing Health and Wealth Engagement

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Everyday A few times a week

A few times a month

A few times a year

Health Wealth

Phone Convos are Not Dead

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Family Friends Healthcare Provider

Health Insurance Company

Financial Institution

Financial Adviser

Email Mail Instant Messaging Text Phone Other/No Preference

Most Important for Email

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0%

Health Wealth

Other Trends Driving Digital Engagement

Learning from other industries

“57% of consumers are willing to share additional personal information, such as their location, top five Facebook friends’ names and information about family members, in return for financial rewards or better service.”

- Coleman Parkes, April 2013

http://trendwatching.com

“Anything exceptional that ‘connected objects’ can do for consumers, whether that’s monitoring or improving health, helping them save money, getting chores done, will be warmly welcomed next year and beyond.”

http://trendwatching.com

“86% of US internet users have attempted to remove or mask their online activities, despite only 37% believing it is possible to be completely anonymous online.” - Pew Research Center, September 2013

http://trendwatching.com

EXAMPLES: What does great digital engagement look like?

Tweet-a-Coffee

$180k in purchases in roughly 6 weeks 54k customer IDs now linked to Twitter handles and mobile phones

Able to access Klout scores to see what topics interest them

Pizza and a Movie

Personality and More

If at First You Don’t Convert …

Remarketing via Email? Yes!

Experience in Your Hands

Live Help in Your Hands

Simplicity of Voice

Responsive = Intuitive

http://beta.tfl.gov.uk/

Wth is Micro UX?

UI and UX for All

A Converged World

Become a Trusted Resource

RECOMMENDATIONS: What should you tackle?

Develop a Road Map

Ask yourself, your team: Where are you today? Where could you be in 3, 6, 12 months? What is the ultimate destination?

Thank You!