ClickZ spoke to Linda Descano, managing director and head of content and social at Citi, to explore the paradigm shift of financial institutions away from traditional ads and toward content.
ClickZ spoke to Linda Descano, managing director and head of content and social at Citi, to explore the paradigm shift of financial institutions, away from traditional ads and toward content. Clearly overlooked before, content is of premium value: As Descano says herself, "Content is a marketing currency" for financial institutions.
In an age of customer engagement and direct interactions, banks are no exceptions: social and content are tantamount to their brands and businesses. One major challenge for them, though, is that they have to navigate within the limits of very strict regulations.
In this video, Descano tells us how she deals with the new reality as the group's head of content and social – a role that did not exist before. We also discuss the transition toward content and how Citi leverages it via its Create – Syndicate – Amplify content process. She also goes over key performance indicators (KPIs), return on investment (ROI), and success definition; shares one very specific way Citi has been using LinkedIn to engage with targeted demographics; and explains how Citi's marketing department is organized to deliver on the overarching goals.
Thank you to LinkedIn's FinanceConnect conference for letting us speak to Descano.
Disclosure: This post is not sponsored by Citi.
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
October 13, 2015
1pm ET/ 10am PT
November 12, 2015