dianomi’s COO, Raphael Queisser, presents the 2012 Financial Services Forum award for Digital Marketing. On Thursday, November 22nd, dianomi sponsored the Financial Services Forum Awards for Marketing Effectiveness which are dedicated to recognising and rewarding proven success in the presentation and promotion of financial services and products. The awards were introduced in 2002 to recognise marketing effectiveness in financial services.
As presented ad ad:tech London 2012 by Cabell de Marcellus, Co-Founder, Chief Technology Officer and Gareth Davies, Chief of Design
It gives advertisers what they want:
Prospects that convert into customers
ROI, that is easy and straightforward to calculate
Transparency – how and where the data is collected
Excellent customer feedback
Wrong demographic
No means to purchase
No intent to purchase (incentive based offers)
Spammed to lists
1000s of low quality leads that will never convert
Re-sell them again and again to a series of call centres
Ensure prospects actively consent to be contacted
Clearly communicate how the user will be contacted – email, phone etc.
Allow opted-in users to unsubscribe from further marketing
Approve data capture forms and creative before going live
Exedra™ is fully integrated with Experian down to the household level
Users are demographically profiled in real time
30% of the prospects generated by the Exedra™ platform come from the UK’s 10% most affluent
Capturing lead data in a relevant environment will generate high quality engaged prospects
Investing in Facebook report promoted alongside Facebook IPO article:
Engaged prospects
Quality leads
You’ll be wasting your time if the email never reaches user’s inboxes.
List hygiene:
Manage unsubscribes
Handling bounces
Stopping emails to inactive users
Monitor complaints via ISP feedback loops (Yahoo!)
Digitally signing emails
Whitelisting certification
Sending consistent volumes
Sending emails at the same time of day as original request
Make sure the prospect knows what they’re signing up for.
Include tick boxes for prospect to actively consent
Lead volume will DECREASE but quality & prospect engagement will INCREASE Users do not feel ‘tricked’
Advertisers do not waste time speaking to people who are not happy to be contacted
Use the following:
3D Hero shots
Benefits
Awards
Testimonials
Open brochure image
Required fields:
Name
Address
Email
Phone
Form 2 extra questions:
How often do you trade?
Which best describes your in- vestable assets?
How would you characterise your trading experience
Would you rather 1000s of low quality leads, or fewer that will actually convert?
Including a consent tick box prevents users from being surprised if they are contacted.
Data validation
Validation combines 30+ data cleansing and enhancement checks including:
Name check
Address check
Telephone – real-time network query
Email domain check
IP address region check
Experian financial demographic tagging
Asking prospect to confirm their initial request will reduce overall lead volume. However you will supply the advertiser with those leads that are most engaged, and most likely to go on and convert. You will save your client time and money.
77% of users confirm their requests via email or phone.
11% say they are happy to speak to someone about the product. It can take 6 attempts to reach the prospect via phone (source: Leads360).
An efficient way to capture interested consumers.
Consumers are satisfied – they get the information they are looking for, without being tricked into giving their details.
Advertisers don’t waste their time trying to convert poor quality leads and instead get:
The right kind of prospect
With the intent and means to purchase
Who is educated on the service provided
And who is happy to speak to someone about the product
by Cabell de Marcellus and Gareth Davies
Download as a PDF
At ad:tech London this month we presented “Why Best Practice Lead Generation matters in the current economic environment“.
US investors have voiced key areas where they differ from their peers in the rest of the world according to a survey of 1,763 investors by the financial marketing group dianomi™.
US investors appear to be much more interested in US equities while investors in other parts of the world seem to favor gold, silver and property. Americans also seem to focus on domestic issues such as unemployment, the recession and higher taxes rather than worry about the crisis in Europe or a possible crisis in China.
The research also investigated which currencies investors preferred and showed that US investors actually preferred the Canadian dollar over the US dollar. This could be due to the S&P lowering its long-term sovereign credit rating on the United States of America to ‘AA+’ from ‘AAA’ or also the result of the Canadian dollar achieving parity through most of 2011 and 2012.
Political preferences were also highlighted by the survey with 68% of US investors thinking Romney would be best for the economy while 57% of investors in the rest of the world supporting Obama.
Cabell de Marcellus, co-founder of dianomi™, comments, “Our survey in July really brought out how US centric American investors are relative to peers in the UK and around the world. Of course, it could be that living in such a big country US investors are less impacted by international events and tend to focus on domestic opportunities and risks.”
dianomi is setting new standards in customer acquisition services for the financial sector and its mass affluent audience. dianomi’s client list includes blue chip financial services brands including Aberdeen Asset Management, CMC Markets, Fidelity, Fisher Investments, FXCM, GFT, Henderson Global Investors, RJO Futures and many more.
Notes to editors:
Methodology: The survey was conducted in July 2012 by dianomi™ directly with 1,763 investors participating in the United States, United Kingdom and 43 other countries.
Dianomi’s Julian Barkes speaks about Best Practice In Lead Generation at DMA event.
How following best practice lead generation guidelines will result in improved ROI, increased revenues and satisfied consumers.
Click DMA Best Practice Presentation to view.
By Julian Barkes
In March 2012 a panel of over 1,000 investors who have requested information on investment trusts responded to 11 questions, covering a range of topics including how they like to buy trusts as well as which fund managers they have the most confidence in to manage their money successfully.
The questions covered the different aspects of buying behaviour among those investing in investment trusts and revealed the dominance of online platforms. Some 59% responded that they buy ‘online via a discount broker, fund supermarket or share dealing account’. Some 22% reported buying ‘via a Financial Adviser’, 20% reported buying ‘via a posted application form sent to the fund manager’ and 17% reported buying ‘via the fund manager’s website’. (Note: survey respondents could choose more than one option.)
The respondents also indicated which online platforms they used with Hargreaves Lansdown, Fidelity (Funds Network), Alliance Trust, Halifax and Barclays leading the way.
Perhaps surprisingly, investment trust investors are rather old fashioned when it comes to how they prefer reading promotional literature. The majority, 45% responded ‘as a brochure sent in the post’ while 30% chose ‘in a pdf’ and 26% ‘on the web page’.
dianomi also polled investors as to how they researched information before making an investment decision. Rather than reading annual reports or consulting with advisers, the investors surveyed relied predominantly on ‘financial websites’, ‘financial sections of national press’ and ‘investment magazines’.
Cabell de Marcellus, co-founder of dianomi, comments, “From the survey results, it looks like the investors buy online but prefer to read material offline. This makes sense as the discounts and convenience are both so appealing online. But if you are going to read a twelve page report about a major investment decision, you really want to do that in a comfortable chair with a cup of tea.”
The survey revealed more about investment trusts including: investor ratings of the twelve major investment trust fund managers; which sectors the investors want more research on; and specific questions relating to Asian investment trusts.
Clcik here to download the Summary Report – April 2012 – Investment Trust Survey_dianomi
Notes to editors
Methodology: The survey was conducted in March 2012 by dianomi with 1,016 investors participating.
By Julian Barkes
dianomi are leading the way in content marketing with a series of MarketViews guides commissioned for financial services clients including Aberdeen Asset Management, City Index and Henderson Global Investors.
The guides have been commissioned by dianomi and are written by well known expert financial journalists such as Peter Temple, long time contributor to The Financial Times, Investors Chronicle and Interactive Investor.
By combining views from finance professionals with insight from industry leaders, MarketViews guides provide sponsors and advertisers with a powerful marketing platform. Our clients are able to easily identify and communicate directly with their core audience with the highest possible contextual relevance, ensuring that readers will engage and respond. Through our unique partnerships with premium finance publishers, users are easily able to request our guides completely free of charge. These are delivered both as downloadable, interactive e-brochures and as gloss printed copies posted directly to their homes.
dianomi’s Julian Peterson will debate display vs performance advertising in “Display is dead” at the Mumbrella 360 conference in Sydney on 6 and 7 June.
The session is intended to produce some lively debate as Julian lines up with Reprise Media’s Director of SEO Andrew Hughes against Mediacom’s Head of Innovation, Nic Hodges, and Cadreon’s National Head of Operations, Marc Lomas.
Other speakers include Andy Lark, CMO of Commonwealth Bank, Nick Baker GM of Tourism Australia and Harold Mitchell, founder of Mitchell & Partners
The event is part of Sydney’s VIVID festival.
Read more about context, click bait and ROI.
dianomi have announced a new product to increase conversions and ROI from Cost Per Click (CPC) campaigns.
Introducing Verified Cost-Per-Click campaigns – everyone wants to increase the number of conversions and cut down on wasted clicks from their CPC campaigns – we’ve been trialling VCPC campaigns and early stats show a decrease of up to 80% in wasted clicks and increase in conversions from the verified clicks.
With a verified CPC campaign the user clicks on a contextual SmartLink advert on a finance site in the usual way but instead of being directed to the client’s site, the user is taken to a dianomi hosted landing page with brief details of the product. The user is only directed to the client if they click again to confirm their interest – and the client is only charged for these verified clicks.
Therefore, the client only pays for clicks from prospects with serious intent.
Wall Street investors are much braver about the European crisis than their London counterparts, buying stocks and silver and seeing a much less chance of a euro break-up, according to a recent survey of investors from both sides of the pond.
Fourty-three percent of UK investors believe the euro zone will break up this year, compared to just 27 percent in the U.S., according to a copy of a soon-to-be-released poll by Dianomi obtained by CNBC.
“A flight to safety appears to be well underway with U.K. investors moving to cash,” said Cabell de Marcellus, co-founder of Dianomi, a marketing firm which counts financial firms such as Barclays and Fidelity among its clients, in the survey release. The survey of affluent investors was conducted last month with 1,800 respondents from the U.K. and 1,200 from America.
Read more here
Click here for the full results of the US Investor Survey-H1-2012
By Julian Barkes
