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![Page 1: The Future of Financial Marketing Paul Rapino Sr Director Microsoft Advertising Vertical Industry Solutions Presented at the Journal of Financial Advertising.](https://reader036.fdocuments.us/reader036/viewer/2022062408/56649f2b5503460f94c45266/html5/thumbnails/1.jpg)
The Future of Financial Marketing
Paul RapinoSr DirectorMicrosoft AdvertisingVertical Industry Solutions
Presented at the Journal of Financial Advertising and Marketing Conference December 5. 2008
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FinancialServices.Gov
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When the Economy is down, the focus on ROI goes up.
When the Economy is down, people need to do more with less.
Companies seek cost effective solutions for reaching the highest quality audiences with high quality experiences.
Agencies and Advertisers must achieve increased efficiency without sacrificing results or innovation.
How we are thinking about it
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The Opportunity
Connecting People & Technology
PC WebPhone Console
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Understand Emerging Technologies
In-game advertising
MobileVOD
OtherIPTV &
Interactive TV
MORE INNOVATION & DIFFERENTIATION
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For more details:
www.advertising.microsoft.com
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Telecom Measure What Matters Don’t optimize around the “last click” Test message and channel combinations
Retail Target Your Audience
Target every buy Experiment with different targeting
schemes Seek statistical differences versus control
(targeting vs. filtering) Align creative with target segments
Financial Services
Apply New Techniques Make television accountable Apply segmentation and targeting across
channels
Summary
Industry Insight What You Can Do
Packaged Goods
Involve Your Customers
Find your consumers, wherever they are Let them do your work for you Buzz marketing particularly effective for
new product launch / encourage trial
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Vertical Industry Observations• Custom Targeting with Third Party Vendor’s
– CPG using Nielsen’s off-line purchasing insights to create a custom behavioral targeting segment for CPG clients who run an online campaign on the Microsoft Advertising network.
• Engagement Mapping – Telco Tracking all of the touch points where users see ads, giving advertisers a more complete
picture of the various ways they interact with consumers prior to an action such as a click or purchase.
• Online Video– Pharma to test creative and regulatory issues
– Get your Story out
• New Platforms Emerge and Change the game of Marketing– Games
– Mobile
– Mobile Scanning Bars- POP, Displays, Packaging and Coupons
– Social
– Enterprise Ready Software in the Cloud
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Final Observations
• Align to Invest in Public Interest– US has significant room to grow again but global footprint will be necessary
– Road/Bridges
– New Technology
– Environment
– Co-habit these “Social Spaces”
• Consumers are Saving– Encourage this
• Pursue and Embrace Financial Reform– Global Platform- Common Currency/Oversite/Risk
– Operate like a Pharma and Market like the Post Office or Visa Versa
– Regulated Networks “wikibanks”
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Questions
• What does the current crisis mean, long term, to financial services marketing? Could it be a good thing?
• Beyond the impact of the current crisis, what changes are taking place in technology that will shape the future of financial marketing?
• What is changing culturally with financial customers?
• What is changing in the way consumers absorb media and marketing communications?
• Will the financial services marketing industry be vastly different in 2025?
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Understand the Digital LifestyleDigital Ad Serving Platform
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Data Warehouseaggregate,
analyze, predict & target
Sell-side Tools & Services
Buy-side Tools & Services
Microsoft Advertising Platform
Advertisers & Agencies
Maximize effectiveness & minimize costs
Ad Networks/Exchanges
adCenter
Atlas Enterprise
DRIVEpm
AdECN
MSN
Media Partners (Facebook, Viacom, etc)
Windows Live
XBOX Live
Live Search
Publishers
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When the Economy is down, the focus on ROI goes up.
Considering more holiday shoppers who use the Internet will buy online than in stores this year, clients should continue to focus their budgets on digital media so their brands are seen and messages delivered at each stage of the funnel, on the actual medium on which the purchases will be made. --eMarketer, October 2008
Align Media Strategies with Buying Behavior and Put your Money where the Decisions are Made.
Customer Purchase Funnel
AWARENESS
DECISION
BUY
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When the Economy is down, Do More With Less.
Media planners/buyers are under even greater pressure to be more creative and show more value. They need to find ways to execute on innovative, complex, strategic buys often with less staff and less budget.
1. Increase innovation, even while reducing resources
2. Savvy advertisers seek stable partners and consolidated solutionsIn a down economy, clients seek established, stable partners, and fewer vendors rather than risky, niche and often untested options.