The first Members' Conference of the year will consider the key challenges that face marketing in financial services. Despite the efforts of some brilliant financial services marketers, marketing has not developed as we would have liked.
Is marketing of the future all about digital engineers and data scientists? Automation will raise everyone’s game in terms of the focus on, and understanding of, the consumer. It will empower marketers but digital innovation is not the panacea that will cure all ills.
Today’s conference will hear compelling reasons why digital is the elixir so long missed. But in considering the future, where financial services marketing does deliver above expectations, we look at the whole picture from all angles and deliver key strategic thinking that will affect all your businesses as we strive to really deliver those much talked about optimal customer outcomes.
Speakers include:
Stephen Ingledew, Managing Director, Marketing, Standard Life
Annabel Venner, Global Brand Director, Hiscox
Mark Evans, Group Marketing Director, Direct Line
Peter Markey, Chief Marketing Officer, Post Office
Andy Farmer, Executive Strategy Director, ORM
Jonathan Harman, Managing Director, Royal Mail MarketReach
Agenda:
09:00 Registration and Coffee
09:30 Chairman's Opening Remarks: Peter Markey, Chief Marketing Officer, Post Officer
Annabel Venner, Global Brand Director, Hiscox
Andy Farmer, Executive Strategy Director, ORM
11:00 Coffee Break
11:20 Mark Evans, Group Marketing Director, Direct Line Group
Stephen Ingledew, Managing Director, Marketing, Standard Life
Jonathan Harman, Managing Director, MarketReach, Royal Mail
13:20 Buffet Lunch
14:00 Event Close
Presentation Synopises:
Annabel Venner, Global Brand Director, Hiscox
"Technology has Changed, but the Consumer is still King"
Although digital has many benefits (optimisation, data, measureable, test and learn) the basic fundamentals of marketing haven't and won't change in the future. Digital also brings with it many challenges: greater transparency, the need to protect customer data and the threat of disruption.
Andy Farmer, Executive Strategy Director, ORM
"The time is personal - the digital opportunities and challenges for one-to-one marketing in Financial Services"
This presentation explores how FS brands in the BtoB space are increasingly looking to digital techniques from consumer marketing to create the personal experiences previously reserved for face to face relationships with tier 1 clients. Referencing lessons learnt from working with ORM's FS clients, Andy's presentation will look at what's currently on and ahead of the curve, the challenges marketers face with delivering this type of digital proposition and the new skills and team structures required to make them a reality.
Mark Evans, Group Marketing Director, Direct Line Group
"Digital Transformation: are you a Slave or a Superhero?"
The demands on CMOs are growing rapidly. Digital Transformation provides new levers, but it also increases complexity and therefore potentially distracts from the fundamentals of Marketing. Marketing 2.0 should not eclipse Marketing 101 and Direct Line provides an example of how a good old-fashioned big brand idea can orchestrate the organisation - including all things Digital.
Stephen Ingledew, Managing Director, Marketing, Standard Life
"CMO and CTO just got married"
Successful modern marketing will require a convergence with new technologies. This can only happen if there is a different approach to collaborative working as well as the harnessing of new skills and experiences across the business to drive better outcomes.
The presentation will cover practical examples of digital being the 'marital home,' data being the new 'marital language' and what it actually means for marketing and technology to be living together in 'marital bliss
Jonathan Harman, Managing Director, MarketReach, Royal Mail
"The Life Stages of Mail"
A preview of new research that shows that people of all ages interact with and respond to mail. It also offers guidance on how considering life stage could lead to better performing mail campaigns.
