In an omnichannel world, the struggle is real for financial marketers.
The financial sector may be known as an industry slow to change, but marketers must adapt to the emerging omnichannel customer journey if they want to stay competitive.
True omnichannel marketing requires that marketing strategies, analytics, and the customer experience be entirely reimagined. It’s tough, to put it mildly, and often the hardest part is knowing where to start.
To give you the jumpstart you need, here are three common challenges you can start tackling now.
1. Investing in New Channels
Often hamstrung by compliance laws, financial service businesses are notoriously slow to adopt new channels. Implementing, expanding, or integrating a new channel to your marketing mix may be an uphill battle, but if you want to reach new audiences (especially those millennials!) it’s a battle that must be fought…and won.
Marketers need to think about when and how their audience chooses to interact with them. According to an Ernst and Young 2014 global survey, the most influential channels in a customer’s decision were as follows:
Whether it’s a mobile search, email, or social — customers expect a business to reach them wherever they are searching. They also need to make sure these channels are optimized and integrated with one another, but more on that later.
2. Getting Actionable Data and Attribution
As financial marketers have begun adopting an omnichannel mindset, they’ve run into new challenges with the way they measure and track the customer journey and marketing ROI. In fact,
- 41% of marketers say their biggest challenge with adopting mobile advertising is a lack of attribution transparency.
- 0% say they can measure marketing ROI extremely well (29% say “not well, 53% say “to an extent,” and only 18% say they can measure ROI “well.”
- 56% say they need cross-channel data and yet less than half of them have access to that data.
Omnichannel attribution is especially tricky for financial services because the customer journey is longer and more complex than in retail for example. Consumers don’t simply click to buy when they’re in the market for a retirement plan or a new home mortgage.
There’s no one way to connect the dots as consumers move between channels and devices, but a big part of it comes down to your technology and how well these systems are integrated. For example, when someone visits your site through paid search, this data should be synced with your retargeting platform. This way, you can retarget prospects with a relevant ad that reflects their keyword search or the web pages they visited.
Financial marketers also need to remember to account for offline engagement, especially phone calls. Despite mobile banking’s rise in popularity and availability, some customers still prefer to contact financial institutions by phone. 8% of U.S. consumers who receive a credit card offer respond or apply over the phone and an incredible 71% want to speak to a human when applying for a mortgage.
Tools like call intelligence give marketers the ability to connect phones calls to the marketing source that drove it and attach the interaction to the complete customer journey.
3. Creating a Consistent Customer Experience
Creating consistency throughout a customer’s entire path to purchase requires that all channels, marketing departments, and even the call center, are working together and sharing data. Technology like real-time personalization (RTP) engines, call intelligence, and marketing automation can help ensure each customer engagement compliments and builds on the previous interaction.
Let’s look at a common scenario: A consumer does a Google search for mortgages in Scottsdale, AZ. They click the ad, visit the site, but they aren’t ready to take further action before they’ve had some questions answered. They pick up the phone and call. This simple situation happens all the time and without a little bit of technology, it’s a terrible customer experience.
But, with a call intelligence solution, the call with be automatically directed to the right department and the call center agent will know their caller is interested in home mortgages, making for an effective conversation and smooth transition from an online to offline engagement.
Likewise, this information can then be synced with a retargeting, RTP, marketing automation, or CRM platform. This way the caller can be retargeted with relevant ads for home mortgages, and the next time they visit the site they will be served content targeted to their needs.
Creating a totally seamless omnichannel customer journey is probably the biggest challenge any marketer faces today. But you can begin to make progress by integrating the technology you already have, and connecting your channels wherever possible.
If you want to learn more about how financial marketers are using call intelligence to improve their omnichannel marketing, download your copy of Invoca’s 2016 Call Intelligence Benchmark for Financial Services.