Dreifive Finance Brunch: The digital future of the finance industry

Maria Leindl from Google.

In front of around 40 guests from the finance sector, insiders and experts from the industry spoke about topics such as agility, cross channel tracking and lead generation.

In the various presentations, it quickly became clear that fintech companies have to consider aspects from a wide range of areas in the course of the necessary digitization, from legal to tracking to the question of who can best be addressed with one's own products and when.

Right at the beginning, Marcel Oppliger, Managing Director of the hosting agency, gave the following advice: "It is not enough to simply digitize in order to save costs. You have to build the digital experience around the customer and their needs and offer them added value." Particularly in the banking and finance sector, where trust in an institution plays a major role, apps, for example, should not replace personal contact but complement it in a meaningful way.

Maria Leindl and Konstantin Speck from Google then gave an overview of current trends and presented exciting studies on online marketing in the financial sector. "Swiss people are more likely to inform themselves about financial products and services in Google search and to a lesser extent about brands," said Maria Leindl.

Afterwards, the specialists from Dreifive showed how to gain the trust of customers in the long term and retain their loyalty to their own financial institution. Thus, first-hand information on trends and developments in the digital world was presented. The audience learned which marketing tricks are necessary to gain competitive advantages in the market. Carina Hummel, Teamlead Digital Campaigns, pointed out the great importance of tracking: "A comprehensive tracking concept is important, because without it, the various touchpoints or channels in a user's customer journey cannot be properly evaluated."

Financial companies that are active in online marketing have to deal with various legal stumbling blocks. Konrad Meier from Ernst & Young (pictured below) gave an overview of this topic. He is Senior Manager Legal, Regulatory & Compliance at the consultancy and spoke about compliance in digital campaigns.

Thomas Petrozci, Head of Social Media at Dreifive, concluded by showing how financial companies can use social media channels for lead generation. Based on a study by Facebook in collaboration with Accenture, he presented the requirements that millenials place on the customer relationship with a bank. Here, too, it became clear that digitization is essential for the financial sector.