NEW YORK--(BUSINESS WIRE)--The Cracking the Code™: Digital Marketing of Financial Services 2013 conference awarded six financial services firms in the following categories: Digital Marketing Leadership, Digital Marketing Innovation, Best Digital Marketing Campaign, Social Marketing Excellence, and Mobile Marketing Excellence.
Brand New Media and Northwestern University’s graduate program in Integrated Marketing Communications conducted in-depth research pertaining to digital marketing and media within the financial services industry in 2013. As a result of the research and a survey of over 100 senior financial marketers, six firms were identified as leading the way in digital marketing and media within the financial services industry in 2013.
Unlike most industry awards, financial services firms were not able to apply – or pay for consideration for the award. Instead, a team of Northwestern University research analysts ranked the top 60 firms in wealth management and insurance via a rigorous methodology and then surveyed financial marketers on the best in each of the five categories. The top companies were then reviewed by the Northwestern University research team and confirmed via an advisory board comprised of industry leaders and Northwestern University faculty.
Bank of America Merrill Lynch received the Digital Marketing Leadership award; Charles Schwab received the Digital Marketing Innovation award; both Fidelity Investments and Allstate Insurance received Mobile Marketing Excellence awards; JP Morgan Chase received the Social Marketing Excellence award and New York Life Insurance Company received the Best Digital Marketing Campaign award.
The awards were presented on behalf of the Digital Marketing and Media Leadership Council, a community of senior financial marketers that serve as sponsor participants of the research initiative that is now in its third year, at Bloomberg in New York City on October 8, 2013.
“Each of these firms should be extremely proud of this recognition. In many cases the scoring was very close,” said Frank Dudley, President of Brand New Media and a Professor in the Integrated Marketing Communications program at Northwestern University. “What all of these firms have in common isn’t just innovative application of technology, but the utilization of technology to facilitate an effective customer experience.”
Bank of America Merrill Lynch - Digital Marketing Leadership in Financial Services 2013. “We are honored to receive this award and delighted to be able to bring the best of today’s technologies and experiences to clients of Merrill Lynch, U.S. Trust and Bank of America,” said Joe Corriero, head of digital marketing.
Charles Schwab - Digital Marketing Innovation in Financial Services 2013. “Innovation is core to what we do,” said Jonathan Craig, Chief Marketing Officer of Charles Schwab. “Successful client interactions happen at the crossroads of marketing and technology, and I’m proud that our focus on innovation to better serve clients has served us well.”
Fidelity Investments - Mobile Marketing Excellence in Financial Services 2013. “Mobile isn’t just about the device – it’s a behavior,” said Velia Carboni, Vice President of Mobile Channel Management for Fidelity Investments. “Fidelity’s integrated digital marketing strategy – mobile, online, social media, financial tradeshows, active trader events, market outreach – and speaking one-on-one with customers and prospects guides our offerings. Fidelity understands that mobile is a behavior and that marketing must be multi-faceted across channels.”
Allstate Insurance - Mobile Marketing Excellence in Financial Services 2013. “Allstate uses mobility to connect with consumers, helping them recover from life’s uncertainties and prepare for the future,” said Roger Tye, Senior Director, eBusiness, Allstate Insurance. “Whether customers use Allstate Mobile, the mobile website or one of our branded apps – Digital Locker, GoodRide, or Good Hands Roadside Assistance – our focus is on delivering people-focused solutions that enhance their experiences and help them interact in ways that make sense for their lifestyle.”
JP Morgan Chase - Social Marketing Excellence in Financial Services 2013. “From our use of major social media channels like LinkedIn, Twitter, Facebook, and YouTube to our more innovative social media platforms, JP Morgan Chase has embraced social media and will continue to do so to help us communicate more effectively with our customers and build community around our brand,” said Louise Doorn, Head of Social Media, Digital Marketing Group at JP Morgan Chase.
New York Life Insurance Company - Best Digital Marketing Campaign in Financial Services 2013. "Digital marketing is a great way to connect the Keep Good Going campaign directly to our clients and customers," said David Williams, corporate vice president of advertising for New York Life. "Since our products typically have a long purchase cycle, we've found it's important to keep the relationship going through our social and video channels. We've been really impressed with how much our audience has connected with the idea behind the campaign and their willingness to share how they Keep Good Going in their own lives. This wouldn't have been possible without a solid digital strategy."
Brand New Media Group is a business-to-business professional services firm, providing custom research, strategic consulting and digital marketing services to the global 2000. Brand New Media helps clients better understand, interact and respond to customers; converting existing data into world-class models that deliver high-performance, cost-effective and results-driven marketing. For more information, visit http://www.brandnewmediagroup.net.
Digital Marketing and Media Leadership Council is a group collaborative effort between leading digital marketers and global financial services business executives. Established in 2013 by Brand New Media, the council aims to provide digital marketing recommendations, fitting the needs of financial services firms. It also evaluates the use and implementation of digital marketing tactics among leading financial institutions.
