FINANCIAL SERVICES
Ranga Perera
MAKING SENSE OF THE DIGITAL SHIFT
Harnessing data and emotion to transform experiences in financial services
Key marketing shifts in the banking sector
Marketing in the banking sector has moved from selling products to creating experience driven ecosystems built on convenience, trust and data powered personalisation.
Evolving customer behaviours in financial services
They are more informed, mobile first and purpose driven, expecting seamless digital experiences and genuine value driven engagement beyond transactions.
Role of personalisation in driving customer loyalty
Personalisation is loyalty; it builds emotional connections by anticipating customer needs and positions a brand as a trusted financial partner.
Data driven decision making in shaping marketing strategies
Data has redefined the marketing playbook; it provides the power to predict, not merely react, turning creativity into measurable strategy
and intuition into intelligence.
Factors influencing customer trust in choosing financial services
Trust is built on transparency, security and consistent performance – especially in how responsibly a brand manages customer data.
Balance between traditional and digital marketing
Digital will clearly dominate but traditional marketing still humanises brands – the future lies in a ‘phygital’balance, blending digital precision with human emotion.
Three priorities for financial services marketers
It’s about driving data based personalisation, crafting seamless omni channel experiences and nurturing emotional connections that go beyond products.
Impact of fintechs on marketing strategies
Fintechs have been a positive disruption, driving banks to be more agile, customer centric, and innovative with faster, leaner and more digital marketing strategies.
Role of brand positioning in differentiating financial institutions
Brand positioning is crucial; it differentiates institutions through a clear purpose and voice grounded in innovation and empowerment, beyond easily replicated products.
Understanding the needs of Gen Z customers
Marketers must deliver authentic purpose driven storytelling, and fast and meaningful digital experiences that foster genuine connection to engage Gen Z.
Digital marketing channels that deliver the highest ROI
Social media, content marketing and search continue to deliver great ROI. Yet, the real power comes when data connects these channels into one intelligent ecosystem.
Impact of social media on customer engagement
Social media has made banking conversational. It is no longer about broadcasting; it’s about listening, engaging and building communities in real time.
Role of content marketing in driving customer acquisition
Content is the new credibility; thoughtful, value driven content positions a brand as a trusted advisor long before the customer makes a decision.
Effectiveness of influencer marketing
If it is pursued authentically, it’s quite effective – the key is partnering with credible voices that educate and inspire trust, not merely promote.
Impactful marketing automation tools
AI driven CRM systems, predictive analytics and marketing automation tools that deliver truly personalised experiences are game changers.
Importance of video marketing in creating brand connections
Extremely important – video bridges the emotional gap between data and people; it simplifies complex ideas and creates deeper human connections.
AI powered personalisation in campaigns
Artificial intelligence is the future, enabling campaigns that intuitively tailor experiences to each individual’s behaviour.
How critical is SEO and content optimisation for digital visibility
It is vital: SEO drives discoverability while great content keeps audiences engaged.
Mobile first strategies in reaching younger audiences
This is the new bank branch; mobile first strategies are essential, as today’s customers discover, decide and engage primarily through their devices.
Future of omni channel marketing
This will evolve into omni experiencemarketing where every channel is connected, predictive and emotionally intelligent with the customer not even realising the transition between channels.
Challenges marketers face
Balancing automation with authenticity – we must ensure technology enhances, not replaces, the human connection at the heart of marketing.
Retaining customers in a competitive market
Customer retention hinges on consistently delivering value, and making customers feel genuinely understood and empowered.
Measuring the real success of a digital marketing campaign
Success isn’t only in the metrics; it’s in the depth of engagement and strength of relationships we build – numbers show reach; emotions show impact.
