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Financial Services
Web Strategies
Panos Kontopoulos

Web is the most
interactive,
cost effective channel,
offering rich experience,
high personalization and
extended reach
in a unique way

Web has been enhanced
with new technologies,
people are used in new
practices and
interaction is happening in
various places, not
only your web site

Web shouldn’t be
treated anymore as a
brochure, a have-to-
do project, a
message board, a
campaign execution
channel

Web should be able to
generate new leads,
make existing customers
return for more content
and services,
drive actual sales

Call to action
> Make your content discoverable

Promote your web properties in
search results for key products and
services through a SEM/SEO
program

Monitor web traffic, navigation, sources,
web site usage, demographics adjusting
your web strategy in a continuous test-
measure-edit lifecycle

Call to action
> Integrate new technologies and rich
media for great user experience

Integrate interactive maps for
locating branches, providing driving
directions to your customers

Provide frequently updated content
as RSS feeds, so can be easily
accessed without visiting your sites

Integrate video, photos, audio, rich
internet applications, wherever
possible in order to enrich user
experience

Videos as well as other resources
and information should be
embeddable and sharable as
widgets

Use and integrate all available
channels for customer service right
through your web properties

Use full text search as an alternative
for navigation, since your users are
used to it over the internet

Call to action
> Provide valuable, context sensitive
information

Rearrange content according to
the needs|goals|expectations,
not according to products

Make comparison and selection of
products easier including
competition wherever you can

Categorize products and services
properly, making research and
selection easier for the visitor

Call to action
information
> Talk to your audiences and let them
talk to you

Enter the discussion using
corporate or employee blogs

Let your customers help you to design
your new financial products or services,
getting their feedback early

Call to action
information
> Talk to your audiences and let them
talk to you
> Extend your web presence
outside of your web site

or running integrated long term
campaigns mixing all available
channels

Promote your products and services
attached to real life things people do
with your products and services

So
>There are more in your existing
content and services

So
>Web can|should be your richest
marketing and sales channel

So
>Take advantage of new social
technologies and practices

So
>Take advantage of new social
technologies and practices
>Go to your customers, don’t wait for
them to come

Thank you

e panos.kontopoulos@paperplane.gr
w www.paperplane.gr
b www.mentalblock.gr

Financial Services Web Strategies