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THE RISE OF THE HYPER-RELEVANT CMO

Marketing in Financial Services is undergoing a profound and lasting shift. Yesterday’s marketing blueprints are no longer appropriate. The rise of the hyper-relevant CMO turns marketing organisations into powerhouses for sustained relevance and growth.
What is Living FS Marketing?

Living FS Marketing is a new approach through which CMOs ensure that brands, products and services are hyper-relevant to each and every customer, and are presented as part of a unique, personalised experience that dynamically changes as the customer’s expectations evolve. In Living FS Marketing, the CMOs focus initially on increasing contacts through multiple channels (including social media) and through orchestration and/or participation in ecosystems. They then work to convert these contacts through personalised engagement into sales with the help of tools ranging from state-of the-art customer relationship management (CRM) software to the use of Artificial Intelligence (AI), machine learning and other emerging technologies.

We believe that Living FS Marketing is the key to sustainable growth for Financial Services firms going forward.

Living FS Marketing is not just a new way of marketing; it is a company-wide shift in mindset, behaviors and priorities, as reflected in Figure 1.

Read this report to see who is getting it right, the challenges and opportunities that marketing faces in Financial Services, the building blocks and more.


Figure 1

FS Marketing Today Living FS Marketing
Trust as one of many Agenda items Trust as main driver
Product-or channel-centric perspective Customer hyper-relevance
Complex, fragmented offers & conversations Simple & seamless
Some relationship with partners Narrative & ecosystem orchestration
Brand management Brand values living across touchpoints & behaviors
Focus on charity / sponsorship Social agenda as enabler to Trust
Use of predominantly (some) internal data Internal + external + inferred data. Also, Trust agenda drives consent
Use traditional communication channels Leverage also GAFA / platforms to connect

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