Content strategist Jennie Kim lays out the three components of a winning content strategy and...
Reprogramming Financial Services Marketing
As described by leading financial marketing site The Financial Brand (TFB)—which hailed Dexia’s dual-pronged strategy as “two of the most innovative things you may ever see in financial services marketing”—clicking on one of the banner ads took visitors to a microsite where they could vote for their favorite band. The winner then got to perform live at one of Belgium’s biggest concert halls, with live streaming on an Axion Web-TV channel; additional media support included e-mails, advertising on MTV and posters in music stores, CD shops, bars and restaurants.7
The results of the award-winning program were music to the bank’s ears. Among the highlights: 6,807,442 banner impressions on well-known Internet sites and 44,845 unique visitors to the campaign’s microsite.8
In TFB’s view, the Axion example could be a stage-setter for the future. “What Axion is doing is quite different: unique products, promotions and educational resources exclusively targeted to a narrow audience segment and marketed under a separate stand-alone bank brand.” Continuing, the site writes that, “By 2020, the retail financial landscape could be littered with hundreds—if not thousands—of these micro-niche banks. A big bank that may be struggling to serve everyone today could be completely transformed into a collection of successful sub-brands 10–20 years from now. Instead of one corporate website, think ‘many different websites,’ all with different styles and different products.”9
Echoes of ESPN, Discovery, MTV and other cable brands with their multiple content offshoots from the core brand? As the following examples of social media-led financial marketing show, “micro-niche” just may be the way forward.