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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT