I was recently interviewed by the AXA IP Team about how brokers can benefit from social media.

The interview went very smoothly and I am happy with the results. At FWD Digital we work with brokers, insurers and other financial service organisations on a range of areas from web design to social media. One thing that is becoming apparent it that a lot of clients and prospects are looking to build their knowledge of digital with a view to stepping up their activity in 2011. Read the rest of this entry »

According to a definition on Wikipedia, Communication is a process of transferring information from one entity to another.

That’s a simple and accurate definition.  What it doesn’t get across, however, are the difficulties companies face when looking to communicate their messages effectively to key audiences.  And those barriers are significant.

Companies are trying to grab your attention from everywhere

• There’s information jumping out at you from newspapers, billboards and television
• And  brands are always trying to grab your attention online:  47 million new websites were launched  in 2009
• Last year 90 trillion emails were sent
• Facebook has just topped 500 million members with over 5 billion pieces of content shared each week

Communication is everywhere. And it’s relentless.

So how can organisations ensure that their messages get through successfully? Read the rest of this entry »

Unless you have been trapped on a desert island or you are under 5 years old you must know that today sees the launch of the iPad in the UK. Over 1 million have been sold during the first month of release in the US and I am sure that after all the hype and coverage that a similar number will be sold here.

Ignoring the buzz around the iPad our focus as a Financial Services digital agency, is the relevance to this industry.

The FT launches an iPad app

Along with the FT, Stephen Fry, BMW and the Ministry of Sound have already released apps for the iPad. When you look at the motivation behind these campaigns it is either to appeal to a younger audience, to be seen as an early adopter or to bring in advertising revenue.

Those three points immediately surface doubts over the importance of the iPad for Financial Services. Targeting younger users and adopting new technology are not high up the priority list of Financial Service marketers and rightly so. This industry has only recently started to adopt social media and blogging and many of the websites are out of touch with B2C brands and service providers. Getting caught up in the iPad buzz would distract from understanding and implementing how Web 2.0 can make a real difference.

It is very easy as a marketer to get caught up in new techniques and technology. The iPad is the second most discussed topic on Twitter today and there are clearly those that are really excited and those that don’t understand the hype.

Protecting your brand and prioritising your digital marketing spend

Financial service marketers are well placed to learn from others mistakes. This has been the case with social media as banks and insurers have watched B2C brands trip up on sites such as Twitter and Facebook. Now that is is clearer how consumers interact with brands on these sites financial services brands are launching SEO and social media campaigns, while some are even launching iPhone apps.

We feel that it is still these areas that should be the focus of marketing activity for financial services as the potential to generate leads, build brand awareness and stand out as industry thought leaders are far from being exhausted. There is one aspect of iPad marketing that financial services do need to look at though, and that is the compatibility of their website. Consumers can and so view websites on the move now so websites need to be built with iPhones, iPads, Netbooks and other mobile devices in mind.

We are running a financial services focused workshop that looks at how SEO and social media can drive traffic. You can book or log your interest by contacting us. Meanwhile, marketers in these industries can just sit back, relax and watch how things develop with the iPad. You never know but there may be a new ‘life changing’ piece of technology within a couple of years. What are the chances of the BabyBerry catching on?

Welcome to FWD Digital’s summary of what’s happening in digital marketing – some of the big digital stories that affect the UK and what’s going on in the financial services and insurance markets.

General News

UK users growing more cautious on social networks

UK internet users are becoming more cautious about what personal details they reveal on social networks and more savvy about security issues, according to Ofcom’s Media Literacy report released today. (17/05/2010)

http://bit.ly/9UHPbc (NMA.co.uk)

YouTube at five- 2billion views a day

Video sharing website YouTube now gets more than two billion hits daily. (17/05/2010)

http://bit.ly/9L7i5h (BBC.co.uk)

Facebook becomes biggest publisher of display ads in US

Facebook has overtaken Yahoo to become the top publisher of display ads online in the US, according to ComScore.  Facebook delivered 176.3bn display ads to US users in the first three months of 2010, a 16.2% market share, more than double its share a year ago. (14/05/2010)

http://bit.ly/cnfh62 (NMA.co.uk)

Poor targeting and lack of consumer data hampers email marketing

New research jointly published by the Direct Marketing Association (DMA) and fast.MAP has revealed poor targeting and a lack of understanding of consumers’ email usage as the central challenges for email marketing practitioners. (14/05/2010)

http://bit.ly/cubcx4 (netimperitive.com)

Google imitates rivals with search results revamp

Google has updated the way it presents its search results, in a bid to make the information more relevant and simpler. The new layout includes features that are already being employed by its rivals such as Bing, Yahoo and Ask. (07/05/2010)

http://bit.ly/bR0l97 (netimperitive.com)

Google aims to offer internet on your TV

Google is set to move into the living room with a computer operating system that will bring the internet to home televisions. The company is working with the chipmaker Intel and Sony, the electronics giant, to introduce Google TV this week at a conference for 3,000 Google software developers in San Francisco. (07/05/2010)

http://bit.ly/aCSU9x (TimesOnline.co.uk)

Financial Services Digital Marketing News

RBS to ‘personalise’ customer web experience

Royal Bank of Scotland is to overhaul its global digital presence to offer users a more personalised online experience. (11/05/2010)

http://bit.ly/a3Lej5 (FinancialMarketing.org.uk)

American Express tops feel-good survey of digital outdoor ads

An American Express ad, ‘It’s not just for posh nosh’, achieved the highest feel-good score of nine ads used in research into the engagement levels of digital outdoor ads conducted by Clear Channel Outdoor and Kinetic. (11/05/2010)

http://bit.ly/cZ4pHs (FinancialMarketing.org.uk)

ABI calls for simplified IT-driven advice

The Association of British Insurers (ABI) has today (18 May) launched proposals designed to give more consumers better access to simple and affordable financial advice. (17/05/2010)

http://bit.ly/bTNRnD (FTadviser.com)

Commercial insurance on aggregator radar

A report by Defaqto has revealed 65% of the top 20 financial price comparison websites already provide access to business insurance either as introducers to various online providers or by providing quotations through a limited panel of insurers. (17/05/2010)

http://bit.ly/cLG4w3 (PostOnline.co.uk)

Octagon enters van insurance market

Octagon Insurance has launched a van policy that will be sold via the price comparison site Go Compare. (10/05/2010)

http://bit.ly/bf2l45 (PostOnline.co.uk)

L&G launches website for group protection

The new site is designed for advisers combining all of L&G’s employee benefit propositions across protection, pensions and savings. It aims to help advisers boost business in the corporate market, maximise the cross selling opportunities and give a better service to their clients. (20/04/2010)

http://bit.ly/b1tx0L (MoneyMarketing.co.uk)

First Direct hopes iPhone apps can match its web service

First Direct is to launch its first iPhone apps as it looks to replicate on mobile the interaction it has with customers via the web.  The online bank is developing a transactional banking app as well as one based on its online customer community, Little Black Book, according to Paul Say, head of marketing at First Direct. (06/05/2010)

http://bit.ly/b0Ts3R (mad.co.uk)