Copyright © 2010-2012 SWA Communications Ltd. Financial marketing specialists. All rights reserved.
There's always room for creativity in financial services marketing
Confessions of a serial data
Caught in a web of indecision
Microsites can help with macro strategy
Latest on Twitter
Banks, brokers and building societies are not renowned for being at the cutting edge of marketing and advertising. All-out creativity is normally the preserve of FMCG brands, cars or lifestyle products. Perhaps it's not surprising that financial services, which demand security, probity and diligence, are promoted using somewhat staid messages and generic visuals. But that shouldn't encourage firms to adopt a follow-the-leader mentality. Investment banks are notorious for favouring very similar creative approaches ('you think this, we think that'), and agencies often find it easier (and less expensive) to start following the client's lead. And when it comes to less high-profile material, creativity regularly takes a back seat to 'just get the thing out'. But financial services clients and agencies must remember that genuine creativity, no matter how subtle, will help them stand out in a crowded and competitive market place, not to mention strengthen the bond between customer and brand. That extra effort at the outset can be worth so much at the end.
SWA has always tried to be creative, and it's at the heart of what we do. If you'd like to find out more about how we can bring a little sunshine to your marketing, email us or call 020 7754 0050
Data is so simple on the surface. Just a seemingly random series of 10 numbers and 26 letters. Yet it can mean so much. After all, financial institutions' entire businesses are based on the interpretation of data. The difference between success and failure (or profit and debt) can be boiled down to the gap between two numbers. At a more granular level, data plays such an intrinsic part in a financial firm's day-to-day running that entire departments are dedicated to making data flow smoothly. But when it comes to marketing, too many clients forget how important this data is. Campaigns often kick-off with the creation of messages, as opposed to first understanding who the messages are going to. It's like driving without directions - the journey may be fun, but chances are, where you end up is not where you want to be.
Creating a process for tracking, measurement and feedback can be more valuable in the long-term than any individual campaign. If you'd like to find out more about how SWA can create a framework for success, email us or call 020 7754 0040.
Once upon a time (well, about 1995 to be precise) the world wide web was a simple affair. Email was just starting to take off and most corporate websites looked much like they'd been planned (and built) on the back of a beer mat. Today, the range of technology, functionality and styles is quite frankly a little scary. It's enough to make most firms question their digital strategy. Choice is the bane of decision-making. Farewell to Web 2.0. Everyone's talking about 3.0 now (what happened to 2.1, 2.2 etc.?). Financial firms have a natural affinity with online channels since so much transactional activity is conducted across the web. Yet the promotional aspects of the internet are not yet being fully embraced. Too many digital projects seek to make a big noise only to fade away quickly. The web is all about evolution and development and it pays to invest in the long-term.
SWA can help financial firms think about what's possible, understand their audience's digital needs, and deliver effective solutions that work over time, not just making a splash at launch. To find out more, email us or call 020 7754 0040.
When companies look to expand their profile on the web, they often think of creating dedicated sites for specific products or business areas. These microsites can take the form of news portals, or product information pages, or even communities. But they shouldn't be seen as isolated or restrictive in scope. Microsites can be a key part of a firm's online strategy. They help search engine rankings, provide more detailed coverage to clients, and help breakdown sometimes complicated corporate sites into more easily digestible chunks. It's important to create microsites as part of a broader strategy - ensuring the look and feel is brand-consistent, that content is synergous with other sites and that they don't get overloaded with information. It's tempting to dump as much as possible on a microsite to increase its reach, but that risks undermining the point of the site - relevance and simplicity.
SWA Communications has broad experience in designing and building microsites for financial firms. For more information, please contact us here or call 020 7754 0040.
Copyright © 2010-2012 SWA Communications Ltd. Financial marketing specialists. All rights reserved.