By Antonella Comes, CMO, Auriga
The banking software company Auriga has published a new industry guide: “Omnichannel Marketing for Financial Institutions” after carrying out research into the main trends in the adoption of omnichannel marketing systems in the banking sector.
The research, which was carried out by the ATM Marketplace on behalf of Auriga, focused on analysing banks’ use of omnichannel marketing systems. From a quantitative point of view, the research gathered the answers of about hundred banks of very different sizes located across the globe about the ways of managing delivery channels and marketing activity through various types of client contact. From a qualitative point of view, interviews were conducted to determine which marketing strategies the banks have established to deal with multiple user interactions through the banks’ various channels and, at the same time, to survey opinions on the best strategies to adopt for multichannel marketing.
The main findings include:
Of the banks, 61% say they are not satisfied with their marketing system and recognise how important and necessary it is to have a solution to manage customer relations centrally. Thus, 70% of them told the survey that they are planning to change their systems. Banks consider integration with CRM, omnichannel capability, easy creation and planning of campaigns, and detailed reports about the campaigns’ success as the most important aspects of a marketing system.
Currently many banks are able to put out promotional messages on all or even most of the channels that their customers use, but achieving an integrated marketing approach, however, is quite different. It means having a unique and smart platform for managing all channels, including marketing activities. An omnichannel marketing approach also means gathering timely data on customers’ choices and preferences and reactions to one-to-one promotional campaigns.
Big data and accurate omnichannel marketing reports help banks to better target future marketing actions and to better match customers’ needs.
“There remains a long way to go before banks can claim to be delivering a truly integrated digital strategy”, says Mark Aldred, Head of Auriga’s UK Sales. “Whilst most operate over multiple channels and offer a wide range of services, few have deployed what we understand to be a true omnichannel strategy. Those banks that adopt an architecture which enables a common experience across all channels enjoy the benefit of being able to engage with each client on topics pertinent to them, irrespective of which channel is being used. In a branch environment, converting “tellers into sellers” can mean that the engagement between the bank and the customer is personal, relevant, and focused on value, not just automated.”
Auriga is a leading supplier of software and technological solutions for the banking and payments industries, and a specialist provider of innovative omnichannel solutions to banks and other financial institutions. Its solutions, deployed on over 70% of Italian ATMs, are founded on modern architecture and improve time to market for new services while lowering costs and building long-term competitive advantage. Auriga is a global company, with a dedicated presence in Eastern and Western Europe and expanding operations in the UK.
More information is available on Auriga’s website: www.aurigaspa.com
Daniel Couzens, Allison&Partners
Tel. +44 203 971 4308
Email: [email protected]
Antonella Comes, Chief Marketing Officer
Tel. +39 080 56 92 255
Email: [email protected]
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