[SKARtec Digital Marketing Academy] - Introduction to Digital Marketing
Driving Digital Beyond Marketing So Everyone Believes€¦ · Driving Digital Beyond Marketing So...
Transcript of Driving Digital Beyond Marketing So Everyone Believes€¦ · Driving Digital Beyond Marketing So...
Driving Digital Beyond Marketing So Everyone BelievesJennifer DominiquiniChief Marketing and Digital Sales Officer
• 4th largest in Texas
• Member of BBVA Group - Financial Institution Based in Spain, Founded in 1857
• Ranks Among the top 25 US Commercial Banks
• Fully Own Neo-Bank, Simple
• 674 branches in US Markets
Who is BBVA Compass
Financial Services Industry
The Banking Industry is Transforming
Then Now
2000:40b Checks written
2012:20b Checks written
- Federal Reserve Cash Products Office -
Branch is King Omni-Channel Rules
Big Fish Nimble Fish
vs.
- Federal Reserve Cash Products Office -
Key Challenge: Trust
Banking Industry Transformation
The Banking Industry is Transforming
The Unbundling of the Banking Industry-Courtesy of CB Insights-
‘Model Bank of the Year’
‘Best Mobile Functionality Award’
BBVA Key Focus: Technology
Best Digital BankIn North America
Purpose Driven
Purpose Driven Re-Brand
Brand
Focus
9Trust9Social
9Human9Good
Hear Believe Live
live the brand
64% of adults feel that money is the greatest source of stress and the reason why they feel out of control
Companies that center their business on improving people’s lives have a growth rate triple that of competitors
Banking is typically seen as transactional, but we have the opportunity to establish a trusting human connection
(American Psychological Association “Stress in America” 2015)
None of the big banks that we track own those areas, though they are KEY drivers of consideration
Trust and Personalization
Note: no bank was on the list of the 50 brands that try to improve people’s lives (Jim Stengel, “Grow” 2011)
Internal Purpose, External Experience
banking on a brighter future
BBVA Compass helps individuals and companies bank on a brighter future. We provide quick, easy, clear and convenient solutions, as well as trusted advice,
to help our clients stay in control at each stage of their financial journey.
Brand Attributes
Ease and Convenience
Personalization Speed Trust and Transparency
Brand DNAEmpathy & Listening One Team, Client First Innovation & Technology
Leadership Service Excellence Celebration & Recognition Bank It Forward
Brand as an Experience
Use sponsorship platforms and assets as the foundation to create unique and engaging content to further build our “Bright Futures” brand platform,
demonstrate brand principles, and engage fans
Brand Building Through Ambassadors
“Every day is a great day to live bright.”
“I get to play a sport that I love dearly and I wouldn’t change that for anything”
“Living bright is a lifestyle” and how you want to be treated
“In this court is where I feel like I am really me and I want
to give other kids that same feeling”
Drive an Integrated Program
Clients & Partners as Your Best Brand Assets
Creating Opportunities
Keys to Change
Everyone has a role in bringing your purpose to life
Experiment, Lather, Rinse and Repeat
Data Knowledge Action
A purpose is a journey, live bright along the way
Contact…[email protected]@JenDominiquiniBBVABright.com