Wondering what a successful customized digital marketing campaign look like for today’s marketers? DMA2014 speaker Margot Vaughan already knows, and she’s sharing her insights with you in the clip above! Margot is Group Head of MasterCard Advisors at MasterCard, and she’s leading a session as part of our Integrated Marketing & Brand Strategies track this fall, titled Get Optimized: Using Digital Media to Attract and Retain Your Best Customers.
In the interview above, Margot explains that digital spending within the financial services industry has increased double digits year over year—between 12 and 13%. In fact, nearly 90% of emails that a financial institution sends out to its customers will be opened—a percentage that many retailers cannot even achieve.
So, how can savvy marketers like you use digital to attract and retain best customers? Margot notes that you need to be looking at the fundamentals—the basic channels that are working. These often include paid search, affiliate, and social. Then, you must consider the performance of those channels on a cost per account basis and on the back end—are those channels bringing in profitable customers? Are those channels driving the customers you want over the long haul?
Check out the video for more great insights on customer engagement, and then register for DMA2014 and join Margot on Monday, October 27th from 11:00-11:45am! You’ll be well on your way to making your digital campaigns work for you!