Driving Digital Marketing Transformation Functionality or Brand?
Managing Director, Novantas Inc.
Head of Finance, AOL Advertising
Senior vice president, Corporate Marketing, PNC Financial Services Group
With online dominating consumers’ path to purchase and mobile becoming the channel of choice, reaching prospects and customers to reinforce brand must now be a digital media game. Novantas research, analysis and client work indicates the role of brand and a distinctive value proposition remain key to increasing purchase share. How are successful banks building brands with digital marketing? In this session we will 1) review insights from changing consumer behavior, 2) findings from new modeling of the drivers of awareness, consideration and purchase, and 3) examples of banks whose marketing, experience and product have come together for market leading results. Attendees will leave with a framework for aligning their organization’s marketing, product and experience planning that will advance turning the promise of digital marketing in banking into reality.