Success in the digital world is defined by more than just convenience. A recent article published by Charles Keenan discussed why consumers are flocking to digital channels. In it, Keenan makes some keen observations as to why consumers are flocking to digital channels, why convenience alone doesn’t equal digital success, and the need for an individualized, intuitive experience. Keenan quotes Julien Courbe, U.S. asset management advisory leader as saying, “For banks to be successful, the first thing is convenience and user experience. [Then] it’s about creating an individualized and personalized delivery for customers that makes it a very intuitive experience.”
In fact, feeling connected to a brand goes much deeper than just convenience. Today’s users want more control and consistency out of their brand experiences. Liraz Margalit, a web psychologist explains: “One of the basic human needs is to feel in control. Once we get used to this type of control, we cannot go back. The brain has made a new association, and has changed its wiring.” Smartphones have been an integral part of this rewiring because mobile access anytime, anywhere feels like an extension of our own bodies.
This applies to marketing and communication for financial institutions. Consumer expectations are continuing to rise as the 2017 U.S. Consumer Payments Study reveals that about 63 percent of consumers are using banking apps to access their information on their mobile device. Those using the apps a few times a month or weekly have increased to 43 percent, up from 24 percent in 2015. It is important to anticipate needs and mobile/web searches and provide each consumer that experience that is relevant to them.
While banking information and access is going digital, it is also important to retain a personal connection through relevant communication. That’s where DeepTarget comes in. DeepTarget delivers the right message to the right person at the right time, the right place and in the right manner. Our unique solutions will help you really connect with and engage your customers. DeepTarget’s enabling platform allows each individual to view offers that are unique to them by utilizing an intelligent rules-based engine that curates offers based on the defined characteristics of recipients. Targeted communications like these help build trust between brands and their consumers, and give a competitive edge and personal feel to marketing efforts.
