10_ eenennul

Jaar: 2012

  • Key Requirements for Localized Content Marketing

    Key Requirements for Localized Content Marketing

    Global enterprises face particularly complex challenges in delivering relevant, localized content. In addition to basic translation, global marketers must provide content that uses the right currency and includes images and other features that are appropriate geographically and culturally.

    Global enterprises face particularly complex challenges in delivering relevant, localized content. In addition to basic translation, global marketers must provide content that uses the right currency and includes images and other features that are appropriate geographically and culturally.

     
    Prospects and customers now have easy access to a wealth of online information, and they are choosing when and how they will obtain information about potential purchases.

    International marketing means tackling uncertainty and taking on lots of challenges, losing control over context and learning how to start over again. It is a fight between standardization and localization, between centralization and local autonomy.

    There are two key requirements for executing an effective content localization program. First, marketers must know what marketing messages will be relevant and appealing to the local target audience. In other words, effective localization must begin with a clear understanding of local markets and local buyers. This was the challenge to effective localization most frequently identified in the CMO Council survey, cited by 30% of respondents.

    Free Analyst Report: ”Nearly 50% of respondents said that they are underperforming or need new strategic thinking and capability development in the area of localized marketing.”

  • Private banks Summary Social Media Report

    Private banks Summary Social Media Report


    Private banks and Wealth managers urgently need to develop social media and digital strategies that place responding to this global trend at the center of their policy-making.

    The Private banks under analysis are not close to an integrated, strategic approach towards social media for private clients. I strongly advise wealth managers to take social media more seriously.


    The Internet is changing from just an information platform to being a social network. It is now time to go further and attract followers with interesting and relevant content that is tailored to an audience of private banking clients.

    Only a minority of just 20% of the banks have effective strategies for targeting social media at wealthy clients in place and a significant number of them seem to have no social media strategy for this segment at all.

     

    First steps

    – to open up to social media

    – a presence in all relevant social media

    – keep presence active and lively

     

    Relevant content is an issue, as is keeping it up to date.

    Out of the 30 banks analyzed, 26 do not have relevant Twitter streams in more than one language. More than half of the banks under evaluation have a Twitter stream in place (67% for the full sample and 80% for the top-ten banks). But content is clearly the problem. More than half of the banks under review do not have private banking presences on LinkedIn and Facebook. Many banks are also plainly struggling to keep their social media content up-to-date with average scores of just 47%.

    Private Banks prefer to keep their expertise private, too. Wealth managers really only want to meet clients and prospective clients face-to-face. In addition, Private banks and wealth managers don’t have the right people to create effective social media.

     

    Facebook, Twitter, YouTube and LinkedIn are the most important social media worldwide in their respective areas as measured by members, activity or posted content. This is the reason they have chosen precisely these four networks as benchmarking.

    Instagram and Pinterest are two social networks that have specialized features, which I expect to become more important in the future.

     

    Link to mobile

    Mobile applications are not a social network or social medium in themselves but the use of mobile applications is clearly strongly interwoven with social media usage.

     

    Usage by wealthy segment

    An important trend for wealth managers to appreciate is that affluent or wealthy individuals use the general platforms like Facebook or LinkedIn most frequently, visiting niche platforms only occasionally.

     

    YouTube

    “Broadcast yourself” was the motto of YouTube. Being the biggest social video network worldwide, every bank or wealth manager should broadcast itself via YouTube to profit from the network effects of this platform. The importance of video content as a medium because of its near universal appeal has come about only over the last few years. In many ways, video content, in contrast to written content, is still under-used by many conservative corporations such as banks or wealth managers, especially when it comes to disseminating their expert analysis and comment. Yet, it is important to package the content in an entertaining and engaging format.

     

    Twitter

    Twitter is the global leader as a micro blogging service. Especially for transmitting news, quick commentary or other updates, Twitter has become an indispensable medium with the attribution of news stories to tweets now almost a daily occurrence. After Facebook, Twitter is today’s most influential social network medium. If tweets are too infrequent or lacking in interest, a stream will not collect a significant following.

    Facebook

    Broad-based social networks like Facebook are used to communicate with friends, relatives or neighbors but also to exchange opinions with strangers about a diverse range of topics. Professional networks like LinkedIn or Xing, are visited in order to find and re-connect to former coworkers,to expand one’s professional network and to identify potential new business partners. Although LinkedIn is seen primarily as being of interest to company staff, alumni and job hunters, LinkedIn presences can be an important source of information to wealthy clients and potential clients.

     

    Strategy

    Wealth managers urgently need a strategy for defining how they should respond in this interactive phase of the Internet’s development. This is necessary because, today, the Internet, with its fast increasing user statistics and interactive possibilities, is rapidly overtaking conventional media such as print, TV or radio as a channel of communication. Indeed, with the increasing importance of electronic editions of newspapers and TV and radio broadcasters’ blogs and Twitter streams coupled with the fact that news now happens on social media, the distinction between traditional and Internet media is on the point of losing relevance completely.

     

    Go local

    Go local with social media presences for your advisors: Localization is the most important future trend:

    social networks are always mirroring the real off-line world. Wealth management advice and transactions mostly happen on a local level. The advisors in local and regional branches are the people who are the personal interface to clients. It’s important to support local advisors with their own social media.

    An advisor, who succeeds in inviting clients to be his or her personal acquaintances on Facebook, or within the contacts of LinkedIn, has powerful new tools to stay connected to these clients.

     

    Other recommendations

    Focus on the general, broad platforms and a few niche communities: over the last few years only a small number of platforms have made it to become global leaders in the world of online communities. Every wealth manager should be present in these important social networks (Facebook, Twitter, LinkedIn and YouTube). In addition, a limited number of smaller niche communities should be targeted. The choice of which of these more specialized communities to make use of depends on the positioning of the bank.

     

    Stay informed about what competitors are doing and keep up with changes in fashion. Observe activity on your social media channels, Open communication should be the basic principle, Be original. Be engaged. Be authentic, Keep delivering your key messages for clients and potential clients and Learn from your mistakes.

     

    Have a dedicated (social media, online and mobile) team. With out it you can’t start and continuous sharing and engaging your target group with relevant content.

     

    In short the minimum you have to do

    – Provide social media presences in your local language and also in English.

    – Launch a private banking LinkedIn company presence.

    – Improve social media integration on the website. Link the the website to social media channels.

    – Think about dedicated wealth management presences on the other channels as well.

    Give visitors the opportunity to interact with and on the website.

     

    Read more about it in the Summary Social Media Rapport MyPrivateBankingResearch

  • Online marketing in 2013, Less focus on tricks and more on good

    Online marketing in 2013, Less focus on tricks and more on good


    The online marketing topics to believe in 2013: “Authenticity and understanding needs of target audience drive engagement. Brands build online from quality content, interactions with influencers”

    Are you ready for what the new year will bring in online marketing? How do you know if your campaign is living up to its full potential? Is your website generating enough qualified leads to achieve your online sales and online marketing goals?

    Start building your online social marketing strategy! Online, Digital and Social Media Marketing will be key initiatives for companies in 2013.

  • The future is all about digital media

    The future is all about digital media

    Social Media Video 2013: Social Media Revolution 4 was written by international best selling author and keynote speaker Erik Qualman. It’s part of a series of social media videos that are the most watched in the world. I saw the new Video is uploaded since a week on YouTube, it’s a must see!

    “The ROI of social media is that your business will still exist in 5 years.” – Erik Qualman

  • Online omzet groei gelijk aan vorig jaar

    Online omzet groei gelijk aan vorig jaar

    De omzet van Nederlandse webwinkels komt dit jaar niet voorbij de symbolische grens van 10 miljard euro. Dat verwachten analisten van ABN AMRO. Dit jaar komt de groei, net als vorig jaar, uit op 8,1%.

    Volgens de analyse verkopen de sectoren reizen, telecom en kleding het meest online. De omzetaandelen zijn voor reizen 4%, telecom 12% en kleding 6,3%. De segmenten speelgoed en consumenten elektronica laten de sterkste groei zien. De omzet van deze segmenten steeg tussen 2010 en 2011 respectievelijk met 38 en 25%.

    Consumenten blijven meer en vaker online bestellen, ze hebben gemiddeld bijna vijf keer een online aankoop gedaan. In de eerste helft van 2012 zijn er 42 miljoen internetbestellingen gedaan, een groei van 15 procent. In de eerste helft van 2012 hebben in totaal 8,5 miljoen internetters een online aankoop gedaan. Hiervan deden 300.000 consumenten voor de eerste keer een online aankoop.

    Offline wordt verwacht dat het komend jaar 300 speelgoedwinkels moeten sluiten van de 1.100! Het is een feit dat steeds meer consumenten speelgoed bestellen via internet. Ook wordt er steeds meer tweedehands-speelgoed verkocht, via Marktplaats bijvoorbeeld.

     

    Hoe ziet het online koopgedrag tijdens de feestdagen eruit? 2012 Online and Mobile Holiday Shopping Trends [Infographic]

    2012 Online and Mobile Holiday Shopping Trends [Infographic]

    Compliments of RetailCustomerExperience.com

  • ABN AMRO Private Banking made an impressive leap to the number one spot

    ABN AMRO Private Banking made an impressive leap to the number one spot

    The last 12 months I managed the Online Team for ABN AMRO MeesPierson Private Banking. I was responsible from a cross-media perspective for the use of the online channels, social media and mobile in achieving customer satisfaction, sales and service objectives.

    I’am very proud that Benchmarking the Top 40 Private-Banking-Websites, we made a leap from 23rd place in 2011 and are now moved up to the 1st place. In the annual global ranking of the websites of 40 leading wealth managers and private banks by Swiss research company MyPrivateBanking Research the private banking websites of ABN AMRO Private MeesPierson Banking, UBS and Royal Bank of Canada come out as the Top 3 in the 2012 report “Wealth Management Websites That Win Clients”. However, the overall quality of the private banking and wealth management websites under evaluation did not improve and stayed at an average of 61 out of a maximum of 100 points, just in line with the 2011 results.

     

    ABN AMRO MeesPierson Private Banking made an impressive leap from 24th place in the 2011 ranking straight to the number one spot in this year’s ranking with a total of 86 out of 100 points. In particular, the Dutch website scores especially well on comprehensive information on costs and fees as well as the performance data for products and services. Such transparency is not available on any other private banking website.

    Last year’s winner UBS lags 6 points, but still impresses by the wide range of interactive features and the accuracy of the search function. Royal Bank of Canada’s wealth management websites moved up by six places and gained the 3rd place with an overall score of 77 points. Overall, the Top 10 became a far more internationally diverse group compared to 2011, including banks from nine different countries compared to only six in the 2011 report.

    Top 10 Private Banking Websites (overall 40 banks ranked):

    ABN AMRO MeesPierson Private Banking , UBS and RBC demonstrate that private banking websites can be far more than online brochures. However, the average bank’s performance is not even close to that of the top performers, failing often in even meeting basic requirements in navigation, content and interactivity.

    The MyPrivateBanking report highlights the following as the main weaknesses: Many websites of private banks don’t meet the basic requirements of navigation and structure. For more than half of the banks under analysis, the search function is a major problem area as is the 25 % of the private banking websites that are only available in one language.

    The lack of transparency is highly problematic: less than 20 % of the banks provide comprehensive information on the performance or the costs of the products and services offered.

    Despite the growing importance of interaction and social media channels, 70% of the banks under evaluation fail in linking the private banking website to social media channels such as Facebook, Twitter or YouTube. In addition, social media content on the website is also often unavailable.

    The majority of these private banking providers still need to understand that wealthy clients are a client segment that demands special attention and specific information on a dedicated website. Retail banking clients often have much better and more informative websites available to them than the more affluent private banking clients.