2014 Session Descriptions

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Best Practices in Digital Marketing of Financial Services: Frank Dudley, Professor, Northwestern University and CEO, Brand New Media will share actionable insights and observations derived from his current research in digital marketing for the financial services industry. This session is designed to help financial marketers utilize current data and insights to inform their digital marketing plans.

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A Digital Day in the Life of a Financial Advisor: David Armstrong, Managing Director and Co-Founder of Monument Wealth Management, an LPL Financial firm, will review his use of digital marketing and media platforms on a daily basis.  The use and effectiveness of social media, website, mobile, email, online video and other digital tactics will be presented and discussed.

Mobile Innovation in Financial Services: Roger Tye, Senior Director of Consumer Engagement, Allstate Insurance, will present a use case on the development and roll out of an innovative mobile solution for consumers.  Mobile solutions for the firm’s intermediaries and/or end customers, and marketing innovation regarding mobile in financial services will also be discussed.

The Integrated Marketing Strategic Process: Frank Mulhern, Ph.D., Associate Dean and Chair of the Integrated marketing Communications program of Northwestern University – the leading graduate program in digital and database marketing – will share the framework and tools required to build a successful customer-centric, strategic marketing plan.

Social Networking Innovation with LinkedIn: Jacob Dunn, Senior Financial Advisor, Private Banking and Investment Group, Merrill Lynch will present use cases on the compliant utilization of the LinkedIn social networking platform.  Successful use of the platform for new customer acquisition and for retention of existing clients will be discussed.

Marketing Science, Optimization and the Integrated Digital Ecosystem: From attracting new prospects to serving the needs of existing clients and intermediaries, relevance drives results in digital. Relevance in content and experience delivery requires a cohesive and consistent understanding of these individuals across channels, over time and in various contexts. Scot Wheeler, Professor, Northwestern University and Partner/Director, Brand New Idea will share how Marketing Science can create and apply such understanding to optimize the outcomes of digital marketing.

Guidance in Digital Marketing of Financial Services for Mobile and Social Networking Platforms: Amy Sochard, Senior Director of Adverting Regulation for FINRA, will cover the regulatory requirements for marketing via mobile devices and social networks and address specific areas of focus for compliance in digital marketing. She will also discuss FINRA’s last sweep of financial services firms.

Interactive Planning Session for Digital Marketing of Financial Services 2014 Research Initiative: This interactive session will allow current and future sponsor participants the opportunity to discuss topics of importance regarding specific output of the next Digital Marketing of Financial Services 2014 research initiative. Sponsor Participants will share how the research is applied to their development of their digital marketing plans and share specific needs for the next iteration. Expansion of the research to APAC and application of the output into a training curriculum will also be addressed.

 

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