What can happen when a man hops into his 1970 Chevrolet Corvette and drives 1,500 miles en route to Scottsdale, Arizona, from St. Louis, and then back again? Apparently a lot. It was during this epic 1980 road trip that Rodger Riney conceived of Scottrade, a financial services firm that offers low-commission trading to the masses.
Much has changed for Riney and financial services since then, including breakthroughs in digital marketing that enable new ways to offer customers quick, personalized services. Investors today expect digital experiences to offer the same quality, one-to-one interactions previously available only in branches. Scottrade is doing just that with the help of Adobe Marketing Cloud, including Adobe Analytics, Adobe Media Optimizer, and Adobe Experience Manager.
“Our large data resources can create an almost bigger challenge to see the forest through the trees and understand what’s most important,” says Michael O’Fallon, Marketing Analytics Manager, Scottrade. “Adobe Marketing Cloud enables us to clearly identify what’s going on through digital channels and take meaningful actions.”
Timely insights now form the basis for the company’s digital marketing strategies. For example, Scottrade can target existing personal account customers with IRA information or 401K rollover content depending on their latest activities—and also avoid retargeting customers who might already have those services.
In a recent cross-channel campaign, Scottrade learned that 40 percent of new account openings were completed in branches, from both new and existing investors. “Adobe Marketing Cloud helps us pull together online and offline information to develop a more complete story of what leads to an account being opened or other activities,” says O’Fallon.
In turn, Scottrade’s marketing team can access centralized digital assets to create timely, relevant content that resonates with investors. Improved access to assets has also enhanced internal team collaboration and document compliance while reducing demands on IT.
Read the case study to learn more about how Scottrade is combining online and in-person interactions to enrich client experiences.
The post Scottrade Puts Investors First, Providing Online Convenience with a Personal Touch appeared first on Digital Marketing Blog by Adobe.
from Digital Marketing Blog by Adobe https://blogs.adobe.com/digitalmarketing/web-experience/scottrade-puts-investors-first-providing-online-convenience-personal-touch/
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