Digital Darwinism Predicted As Changes in Consumer Behaviour Transform Marketing Landscape

Stephen Ingledew

Former Senior Customer and Marketing Executive at Standard Life

Views 797

Digital Darwinism Predicted As Changes in Consumer Behaviour Transform Marketing Landscape

03.01.2017 11:30 am

Senior financial services marketer, Stephen Ingledew, calls for organisations to adapt their marketing operations to become customer driven

The next few years are going to be transformative from a marketing perspective in the financial services sector – partly driven by a new generation of marketing technologies but also continual changes in consumer behaviour, which will lead to Digital Darwinism, so says senior financial marketer, Stephen Ingledew, who has held senior executive marketing and customer roles with large financial services businesses, most recently Standard Life and Barclays. In this article, Stephen sheds some light on the evolutionary process that sees digital marketing embedding itself within corporate organisations in many countries.

“To start, what do I mean by Digital Darwinism? Quite simply it means when technology and society are changing faster than organisations can adapt to and the only positive way to respond is to become customer driven. One consequence of this is that organisations will need to radically evolve their marketing operations in order to become customer driven.

To do this, financial organisations will need to ask themselves how are they relevant to a consumer’s life and how do their products address real-life changing consumer needs?

“Failing to address the real and changing needs of consumers will open the way for the new emerging group of market disrupters that will do so. Established businesses can too easily assume that because they are the biggest and have the most resources that they will be the survivors, but Darwinism proves that isn’t the case. Those who adapt and change will succeed, not those that continue to do what they have always done,” Ingledew affirms.

The right marketing operations platform
Within this rapidly evolving marketing environment, the selection of the most appropriate marketing operations platform is important. From his broad experience of leading technological advances in large organisations, Ingledew believes Aprimo’s Marketing Operations platform can help transform the way businesses interact with its customers.

“Aprimo supports the key foundations of marketing – issues such as governance, risk management and supplier relationships,” he explains. “Technology has always been around – on a basic level it facilitates automation and efficiency but it does not in itself create a customer driven businesses.

“What Aprimo enables is for these technical advances to be combined with innately human marketing skills, such as creativity, an imagination and empathy - skills that technology cannot replace. As time goes on and the possibility of more jobs being replaced by technology, we must find a space that allows people to add value through their human skills. Aprimo frees marketers to be marketers!’’ he continued.

Ingledew goes on to state, ‘’Aprimo goes beyond the front line marketing team and supports many aspects of the wider marketing ecosystem such as legal, risk, sales channels and third party suppliers. It helps break down silos within a company and provides a keen focus on client contact, the customer need and the purpose of why you are in business. Aprimo allows the focus to not just be on technology. This is important because otherwise it is all about efficiency, which is not necessarily something that gets people out of bed in the morning.”


‘’Within businesses there is a need to give consistency with personality. The brand is personality - it is not the company colours nor the logo. Customers relate to personality, and they expect it to have a certain level of consistency. The more comfortable you are with a personality, the more you engage with it. However, within marketing different channels are often used such as mobile, telephone or social: frequently each channel can give a different experience or facet of your personality. This can then lead to confusion for your customer. By having a single source of marketing truth providing transparency and consistency of message tone and style, Aprimo helps ensure the root core of your personality is amplified across your channels. Whilst still enabling creative conversation, it provides an opportunity to give consistency with personality,’’ continued Ingledew.

Marketing Operations helped me sleep at night
Ingledew’s background as a lawyer has meant he has always seen the importance of marketing compliance. He believes that the best marketing operations platforms provide governance and control whilst still driving operational efficiencies.

“The right technology platform enables you to have confidence that your marketing messages are compliant. Once you have compliance confidence, you can empower your teams to be more creative and co-create with customers. We need governance and control – this is where marketing operations technology becomes invaluable,” he explains.

“Regulators have the power to investigate, fine and potentially sanction the senior person who is ultimately responsible for signing off marketing from a regulatory perspective. Therefore, as senior executives are distanced from day to day operations, they need the assurance that their marketing messages are compliant and legal. In this respect, Aprimo’s Marketing Operations have given me that assurance and helped me sleep at night.”

‘Once you have that confidence and competence teams can self-regulate but to do this there is a need for governance and control, and this is where technology comes into its own,’’ continued Ingledew.

Latest blogs

Ian Bradbury Fujitsu UK & Ireland

As Banks Close Branches, Rural Communities Take Hardest Hit

While the benefits of contactless payments are undeniable, cash still plays an important role in the financial life of Brits across the country. Reduced access to cash might have unpredictable consequences for a number of industries besides the Read more »

Jamie Graves ZoneFox

ZoneFox: Elon Musk emails employees about 'extensive and damaging sabotage' by employee

Tampering with Tesla code could have truly lethal consequences for its customers on the road, so the severity of this sabotage cannot be understated. This, combined with the exporting of highly sensitive data to unknown third-parties, is a shocking Read more »

Lu Zurawski ACI Worldwide

UK Finance: Future of contactless is 'touch and go'

11 years after contactless payments were introduced in the UK, almost two thirds of Brits are now using them, according to UK Finance, with contactless payments increasing by 97% in 2017 to 5.6 billion. Read more »

Philippe Franco Wolters Kluwer

IFRS 16 Leases: A fresh challenge with a familiar solution

Requirements for the new standard dovetail with those of other supervisory frameworks. And they can be met with similar approaches to data management, IFRS calculations and accounting, not to mention updated IT infrastructure. That’s according to Read more »

David Worthington Rambus

How can real-time payments be secured?

In today’s on-demand world, we expect to be able to spend, move and receive money instantly. For this reason, real-time payments (RTP), also known as ‘faster payments’ or ‘instant payments’, are gaining momentum globally. Accenture estimates that Read more »

Magazine
ALL
Free Newsletter Sign-up
+44 (0) 208 819 32 53 +44 (0) 173 261 71 47
Download Our Mobile App