NatWest has launched the first iPhone banking app, which is great to see, even if it isn't really the full service app their customers have been waiting for. It's a shame demand sank the technology when it launched - but NatWest had undoubtedly prepared for strong interest before it ran such a major advertising push so really that tells its own story. Now that the iPhone isn't only available on the frankly rubbish O2 network, demand can only increase - 30,000 people bought an Orange iPhone the first day it was offered.
Most bank websites aren't optimised for mobiles - my own bank's online banking appears in a column one digit wide on my Windows Mobile, which is challenging to use, to say the least - so it's no wonder this app was snapped up as soon as it appeared.
For the moment, NatWest has an advantage - assuming its customers can download the app, of course. But I'd be very disappointed if all their competitors aren't hard on their heels. As marketers, we just need to make sure the project team have built in enough capacity to meet the initial demand. Feedback on the NatWest app also needs to be incorporated into the next apps to be launched - which means interactivity will be key.
Showing posts with label technology. Show all posts
Showing posts with label technology. Show all posts
Thursday, 12 November 2009
Friday, 30 October 2009
HSBC uses Facebook to market new Financial Planning site
This week, ads for HSBC's Financial Planning site have been popping up on my Facebook pages fairly regularly - the first time I've noticed a financial services brand advertising there and great to see.
Although the site is content rich, well laid out and interesting, sadly it's not brought many of the characteristics of Facebook with it - characteristics that would have made it really stand out and help HSBC develop their relationship with customers and prospects.
The only options to actively engage with the site are to use a tool to create a personal plan, start a web chat (which didn't work when I tried it) or move offline and call their call centre or make an appointment with a branch-based adviser.
It would have been great to see HSBC set up some discussion forums or blogs on specific aspects of financial planning - they would have encouraged repeat visits too. There isn't even a link to share the page on Facebook - or Digg, Twitter or anything else.
Interestingly, when I did a Google search to find out when the site had launched and what other comments people had made about it, all I could find were pages about a Facebook campaign a couple of years ago about overdrafts on student accounts.
All in all, it feels like HSBC is dipping its toe in the water with Facebook but sees it as a source of audience for its content, rather than allowing users to engage with it on their own terms. It will be interesting to see how they develop the tool and if they bring in more interactivity over time.
Although the site is content rich, well laid out and interesting, sadly it's not brought many of the characteristics of Facebook with it - characteristics that would have made it really stand out and help HSBC develop their relationship with customers and prospects.
The only options to actively engage with the site are to use a tool to create a personal plan, start a web chat (which didn't work when I tried it) or move offline and call their call centre or make an appointment with a branch-based adviser.
It would have been great to see HSBC set up some discussion forums or blogs on specific aspects of financial planning - they would have encouraged repeat visits too. There isn't even a link to share the page on Facebook - or Digg, Twitter or anything else.
Interestingly, when I did a Google search to find out when the site had launched and what other comments people had made about it, all I could find were pages about a Facebook campaign a couple of years ago about overdrafts on student accounts.
All in all, it feels like HSBC is dipping its toe in the water with Facebook but sees it as a source of audience for its content, rather than allowing users to engage with it on their own terms. It will be interesting to see how they develop the tool and if they bring in more interactivity over time.
Sunday, 6 September 2009
What happens when your customer asks their satnav where you are?
New sat nav systems now enable banks to add their logos and locations, so motorists can easily find their nearest branch and associated information such as phone numbers, opening hours and services.
This would be a great tool for people to download from your contacts page. And it would reduce transaction costs by encouraging people to use your own cash machines rather than networked ones.
This would be a great tool for people to download from your contacts page. And it would reduce transaction costs by encouraging people to use your own cash machines rather than networked ones.
Saturday, 5 September 2009
Marketing to young people
This article from Financial Services Technology magazine is a great distillation of some interesting research from Forrester.
However, the conclusions shouldn't come as too much of a surprise.
Apparently young people are techno-savvy and expect to be able to manage their finances conveniently through the channel of their choice. They are also more interested in product benefits than features and buy fewer financial services products than older people. Really? Whodathunkit?
More interestingly, the research suggests that only around half of young people choose the same bank as their parents. Inheritance is a major cause of outflows for private banks so we can't be surprised that the same effectively holds true in the retail banking sector - yet it's interesting to note that, as well growing up with technology, young people are now also growing up with switching services and advertising campaigns designed to discourage loyalty.
Historically, financial services customers have had to be made pretty annoyed - and given a fairly big carrot - before they'll go through the bother of changing providers. Is this the same for young people? It seems we marketers aren't tracking that yet - but I'd suggest it's time we start. Otherwise, can you be sure you'll recoup the costs of that expensive student account incentive?
However, the conclusions shouldn't come as too much of a surprise.
Apparently young people are techno-savvy and expect to be able to manage their finances conveniently through the channel of their choice. They are also more interested in product benefits than features and buy fewer financial services products than older people. Really? Whodathunkit?
More interestingly, the research suggests that only around half of young people choose the same bank as their parents. Inheritance is a major cause of outflows for private banks so we can't be surprised that the same effectively holds true in the retail banking sector - yet it's interesting to note that, as well growing up with technology, young people are now also growing up with switching services and advertising campaigns designed to discourage loyalty.
Historically, financial services customers have had to be made pretty annoyed - and given a fairly big carrot - before they'll go through the bother of changing providers. Is this the same for young people? It seems we marketers aren't tracking that yet - but I'd suggest it's time we start. Otherwise, can you be sure you'll recoup the costs of that expensive student account incentive?
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