Future of Marketing The Channel Surfing Customer. Karen Ganschow

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1 Future of Marketing The Channel Surfing Customer Karen Ganschow

2 Westpac Group Westpac Group is a portfolio of financial services businesses 12 million Retail and Corporate customers. Founded in 1817 First Company and Bank in Australia Branches throughout Australia, New Zealand and the Pacific region Employs approximately 36,000 Ranked in the top 5 listed companies by market capitalisation on the ASX with Market capitalisation $100blln

3 Westpac Boss ends Death by Powerpoint March 2015 AFR

4 Channel Surfing Customer Customers are interacting cross channels more than ever Customers are interacting cross channels more than ever on social media and on mobile How do we engage with the ever connected customer across all channels

5 Customers are Online

6 Distracting from the Content the Customer is interested in Rather Be the Content the Customer is interested in

7 Customers are Online - Searching 7

8 Customers are Online Starting Buying Journeys 8

9 We need to follow our Customers fast

10 We need to follow our Customers fast

11 Customers are Online - Caring

12 Customers are Online - Remembering

13 Customers are Online Asking Questions

14 Customers are Online Being Helped

15 Customers are Online Helping Others

16 TV used to be the Family Fireplace 16

17 TV is now just another Light source

18 Customers are Channel Surfing

19 Customers are Screen Surfing

20 Media Consumption is becoming multi screen

21 Media Consumption is multi screen multi time

22 Customers are Channel Surfing

23 Customers start on line 23

24 Customers start on line and may finish off line or on line Contact Centre Online Branch 24

25 Customers are often online & off line at the same time Contact Centre Online Branch 25

26 Growingly Online Means Mobile

27 Commuter Strategy directly delivers increase in search.

28 Customers in store are also on mobile

29 Customers at store are also on mobile

30 Customers at store are also on mobile 30

31 Customers now can wear us

32 Customers on the phone are also online Contact Centre

33 Customers are responding to Live Chat

34 Customers interact with us every day

35 More opportunities to provide insights across a growing number of Customer Interactions Customer interactions / mth 20 million Customer interactions / mth 40 million Customer interactions / mth 50 million Customer interactions / mth 60 million

36 Online is a key indicator of customer intentions Let the customer tell you what they care about And respond rather than ignore

37 Instead of the customer journey starting generic and becoming personalised Customer Segment Digital Display Banner Online Home Page Banners Know Me 1:1 Offers 37

38 We will be able to personalise the customer buying journey Customer Segment Digital Display Banner Online Home Page Banners Know Me 1:1 Offers 38

39 Need to Bring it all Together

40 Need to Think Differently

41 Need to Think Seamlessly

42 Contributing to Broader Bank Metrics

43 Need to Follow Your Customers Fast To be successful and grow. You must match the way you market To the way your customers learn about and shop for your products. Brian Halligan, Hubspot

44 Which means Be Social Be Mobile Be Personal All at once

45 Thank you Karen Ganschow LinkedIN

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