Showing posts with label financial services. Show all posts
Showing posts with label financial services. Show all posts

Wednesday, May 7, 2014

Why PwC's Purchase of Booz&Co. Might Mean More To You Than You Think

Across the various businesses involved in the financial services industry, it is critical to stay up-to-date with the most recent information in the marketplace. As a future consultant for Booz Allen Hamilton and an undergraduate student in Medill at Northwestern University, I believe new and seasoned professionals need to make a greater effort to understand the past, current, and future ramifications of PricewaterhouseCoopers latest acquisition of the consulting powerhouse Booz&Co (now Strategy&). I have found several articles on the acquisition that will be of interest to experts in this field.


When news first broke of PwC’s purchase of corporate consultancy Booz&Co in October, an article titled "PwC gobbles up Booz & Co as Big 4 rebuild in consulting" hit keenly on the immediate effects of this important event (reuters). Large audit firms have been moving to re-acquire lucrative consulting businesses as of late, now more than 10 years after regulators in the U.S. attempted to tear apart the two sectors. With audit revenues flattening in developed markets, the U.S. Big Four have been investing more in consulting, where business is growing after the recessionary slump. Booz&Co’s absorption marks a notable shift for firms, which backed away from consulting after Congress passed the Sarbanes-Oxley Act following the Enron debacle of 2002. Critics are worried that auditors will once again become too cozy with corporate clients and fail to vet their financial statements thoroughly, the same conflict of interest that required the government to step in a more than a decade ago; however, it is now illegal for audit clients to receive non audit services, so the previous fear of firms getting too close to clients should quell a decent amount of these concerns. While this corporate marriage was met with scandal in the past, the strategic origins of this liaison always have and continue to foster substantial revenue opportunity—but only if all parties proceed with caution. Three years ago, the article "Auditors and Consulting: Claims Of No Conflict Strain Credibility" constructed an industry savvy, in-depth glance into the logic behind the Big Four’s focus on growth into their global consulting businesses, as well as information regarding Sarbanes-Oxley and forecasting the rebirth of a trend we see so clearly through PwC’s latest market move (retheauditors).




Based on current research and my experience at Northwestern University, here are three actionable recommendations you should implement immediately:

Know the facts – above is a brief overview of a multi-faceted, critical point in the history of the financial services industry. Make sure you have a strong understanding of the past to ensure the same mistakes are not repeated in the future.

Don’t straddle the fence –if you happen to find yourself working for or with a firm that has both auditing and consulting arms and you’re unsure whether you are involved in any ethical misconduct, walk away. When it comes to queries in business ethics, it is always better to be safe than sorry.

Understand specific sector ramifications – what this acquisition means for me as a future employee of Booz Allen Hamilton carries very different implications than what it means for the CEO of Deloitte or an entry level auditor at PwC. Explore this information within the right context for you.


There will be plenty of buzz around this acquisition and it’s evolution. Make sure you and your firm are proactively in the forefront of knowledge concerning this trend, not reactively retorting from the sidelines.














Jasmine Jones is currently pursing a Bachelors of Science in Communication Studies and a certificate in Integrated Marketing Communications at Medill, Northwestern University. She has previously worked for Target and Aldi Inc, and her experiences have granted her a deep understanding and passion for working in and across various sectors of business. She would love to continue the conversation on Twitter @JasmineL_Jones.

  

Sunday, May 4, 2014

Finance Execs: What’s Your Strategy for Marketing to Millennials?

As a financial executive, it's critical you reach a skeptical but vast market - Millennials. As a marketing professional and graduate student in Northwestern University’s Medill Integrated Marketing Communications program (and a Millennial myself) I believe our industry needs to make a greater effort to shape the financial behavior of this generation and acquire life-long customers through social, mobile, and interactive marketing. Those that do will reap a tremendous reward.

A recent FINRA study cited by a CBS news article hits on the scale of the marketplace void: Millennials need financial guidance. Americans between the ages of 18 and 35 have low financial literacy and make unwise financial decisions with regards to lending and credit. Millennials are the first modern generation to carry significant student loan debt and experience poverty and unemployment at higher rates than the two previous American generations (Generation X and the Baby Boomers). And to top it off, the 2008 financial crisis and subsequent recession has shaped Millennials into what UBS calls “the most financially conservative generation since those raised during the Great Depression.”





But where there is tragedy, alas, there is opportunity. Forbes recently published an article from contributor Patrick Spenner on the “do’s and don’ts” of marketing to Millennials, and the financial services industry should really listen up. Millions of potential customers with a real and urgent need are waiting to be snatched up by financial services firms and advisors. Unfortunately, many companies are failing to connect because they lack an understanding of this unique audience. Brands are still marketing trigger events like marriage and purchasing a home – but how can Millennials think about buying a house when they can’t even get a decent job or have $30,000 in student loan debt? The messaging needs to shift to reach these consumers in a meaningful way.

Based on current research and my experience at Northwestern University, here are three recommendations you should implement immediately:  

  1. Develop a Millennial marketing strategy - make sure that it's tailored for this audience, the generation of American’s who got their start during one of the deepest economic recessions the country has ever experienced.
  2. Utilize social media - companies that make an effort to have a meaningful dialogue with Millennials via social media will be poised to capitalize on this enormous market.
  3. Develop multimedia creative content - connecting with Millennials in the digital space is going to require creative, data-driven messaging unlike anything that’s been executed in our industry before.
The good news is the need is there. Your brand should aim to deliver on this need so that interactions are timely, tailored, educational, compelling, and develop long-term customer loyalty.

As an executive in the financial services industry, now is the time to grow your share of the Millennial market. They’re waiting for you and your organization to help them overcome past (poor) financial decisions and prepare for the future and their eventual retirement. Despite a lack of financial literacy and economic struggles, Millennials are still said to be very optimistic. Capitalize on this optimism, clearly define your brand promise, and connect with these 76 million potential life-long customers.



Jen Colella is a marketing professional with 7 years experience in the financial services industry, including retail banking, mergers and acquisitions, and executive benefits. Her professional experience includes internal corporate communications, public affairs support, creation of marketing collateral, drafting RFP responses and coordinating finalist presentation materials. Jen also has experience in out-of-home static and digital media sales and dabbles in freelance magazine-style journalism; she was published in The Radcliffe Quarterly at Harvard University.

Jen is currently a graduate student of Integrated Marketing Communications at Northwestern University’s Medill School, with an expected graduation date of June 2015.

Have questions or comments? Feel free to contact me on Twitter: @jennuimc

Wednesday, October 23, 2013

Get it Online, CMOs in Financial Services!

The term digital marketing has become ubiquitous in the field of marketing, but how can CMOs in the financial services firms take advantage of it to bring their business to the next level? Consumers are increasingly leaning toward online channels to fulfill their needs. However, digital marketing is still very confusing for many CMOs in the financial industry because they do not know where to start, what the trends are and what actually benefits them. As a graduate student in the IMC program at Northwestern University, I have found three articles and identified few trends that CMOs in the financial industry may want to start paying attention to.

In TopFive Technology Trends in Financial Services – July 2013, ongoing and emerging digital trends were identified as the adoption of digital is skyrocking.[1] There is no doubt that mobile is taking off like a rocket. The driving force behind the rise of mobile usage is because of customers ’growing expectations in the digital age; as a result, a new phase of financial management is expected to upgrade customers’ lives to a whole new level. This article also talks about the importance of the understanding of the customer experience journey. The study of customer experience journey can be very helpful for companies to strategize around the customer. It is also true that CMOs need to understand the customer’s touch point and then make strategies from the customer’s perspective so that CMOs can better engage the customer in the era of digital. TheFinancial Services Industry Steadily Grows Digital Ad Spend talks about the importance of digital ads and mobile platforms.[2] The spending on digital marketing is getting stable, but search and display ads will still play a crucial role in the interactive marketing spend. What’s more, the investment in mobile sophistication is also growing in order to meet the customer’s instant need of getting financial information. Thus, we can see that the importance of mobile and digital ads truly is rising in the current evolving times.



Don’tget Left Behind: The Rise of Digital Marketing in Financial Services[3] emphasizes a lot on the importance of customer engagement in the financial industry. I believe that we are experiencing a dramatic shift from a brand-focused approach to a customer-centric strategy, whether we like it or not. Digital marketing only works when you provide relevant messages to your customers. Relevancy not only helps engage customers, but also helps fully enhance customer experience in this digital era.



In my view, create relevancy in this digital world is the key to success in financial industry. How are you going to achieve that? Mobile and Search marketing will definitely be your BFF. Based on these three articles and my experiences on this cutting edge of digital, I identified three key actions that may interest you:
  • Increase Relevancy - deliver relevant messages and desired information that your target market really cares about
  • Invest in Search Marketing and Mobile Optimization- enable financial services to enhance the effectiveness of their website and marketing efforts through search engine and mobile optimization
  • Enhance Customer Experience – understand the customer’s touch point and leverage this understanding to deliver satisfactory customer experiences

As CMOs in the financial industry, you might want to focus on these insights in order to get the best returns and outperform your industry peers. It might be a new start that seems to be very challenging and frustrating; however, the understanding of these current and emerging trends is definitely vital to the success of your business.

Lynn Lee is a M.S. candidate in Integrated Marketing Communications at Medill, Northwestern University with versatile experiences across sales and B2B/B2C marketing. Follow me @Lynnlee2013





[1] Dias, E. (2013, August 07). Top five technology trends in financial services – july 2013. Retrieved from http://bankinnovation.net/2013/08/top-5-technology-trends-in-financial-services-july-2013/
[2] The financial services industry steadily grows digital ad spend. (2013, July 02). Retrieved from http://www.emarketer.com/Article/Financial-Services-Industry-Steadily-Grows-Digital-Ad-Spend/1010016
[3] Capodicasa, F. (2013, June 05). Don’t get left behind: The rise of digital marketing in financial services. Retrieved from http://blog.marketo.com/blog/2013/06/dont-get-left-behind-the-rise-of-digital-marketing-in-financial-services.html