How a Dynamic Cross-Media Content Strategy Can Simplify Processes and Drive Synergy for Financial Services Marketers

The list of challenges facing financial services marketing managers of local marketing networks today is significant. There are more mediums to support, greater local market demand to touch and customize brand messaging, additional regulations, and more competition for marketing dollars.

In addition, customers now contribute to and create brand messages through social media. And they expect access to customized product and service information at any time and in their medium of choice. For the corporate marketer, this requires on-the-fly integration with local agents/brokers /advisors, real-time compliance verification, just-in-time dynamic content assembly and marketing fulfillment automation.

Simply stated, the rapidly changing consumer marketing consumption landscape and the need to engage local agents/brokers/advisors in the communication process requires financial services marketers to rethink how marketing gets done.

This guidebook outlines how marketing technologies can be employed to address current challenges and build a foundation for an enduring marketing communication platform. Sections include:

• How and why to move from fixed to dynamic content
• Successfully handling brand and legal compliance in a dynamic content creation environment
• Winning the mindshare race
• Considerations for making marketing technology selections