MarketingFabric

It seems like a simple question, yet the answer can be elusive. Most financial marketers look at direct response (if at all) in order to gauge performance. Metrics like click through rate, inbound telephone calls and even leads generated are tracked back to their source and tallied in cost-per-action type figures. This can be misleading.

The reality of many online brokerages is that a constant stream of new clients is necessary in order to sustain profitability. But the smartest of these companies are actually spending most of their time marketing to existing clients, to stop them from churning. They understand, like you do, that it is much more profitable to [...]

Financial products are commoditizing faster than ever. At the same time, margins are quickly disappearing in a quest for short term volumes. It is in this environment that the shrewdest marketers are managing the opposite.

ABC, ‘Always Be Closing’ is the mantra of many financial companies’ sales people, but even a quick scan of many of their websites reveals that this is often not the case for their online presence.

Over a century ago, the department-store magnate John Wanamaker observed, “I know half my advertising dollars are wasted. I just don’t know which half.” Well, no more. With the help of DM principles we have the potential to know what works and what doesn’t, because whenever anyone does anything online, it’s recorded in a computer [...]

Email marketing has found its place in most companies’ online marketing mix as a customer loyalty tool. More accurately it is used to start a dialogue with leads and customers to increase or generate sales. So we can split post-lead email marketing in two areas; getting leads to become customers and generating more profit from [...]

The gift of online marketing is that everything is measurable. It’s a gift because for the first time in history we know exactly what marketing works and what doesn’t. We know what message in what medium brings us results and we can optimize them in ‘real-time’.