Fintech Marketing Podcast by 11:FS
1. Marketing never stops. Ft. David Wheldon
May 25, 2021
David Wheldon, WFA President Emeritus and former CMO at RBS, shares invaluable insights as a leading voice in fintech. He emphasizes the importance of focusing on customer experience and the evolving dynamics of branded content. Discussing the impact of the pandemic, David highlights the need for agility and creativity in marketing. He also addresses the changing skill set required for CMOs today, advocating for humility and continuous learning as essential traits for growth in this fast-paced industry.
39:36
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Quick takeaways
- Branded content, when created with genuine intent, can transform customer experiences and enhance loyalty within financial services.
- The evolving role of the CMO emphasizes the need for digital fluency, empathy, and a strong grasp of marketing's impact on business outcomes.
Deep dives
The Value of Branded Content in Financial Services
Branded content can significantly enhance customer experience when it is created with the genuine intent of providing value. In the financial services space, relevant branded content, such as informative articles about mortgages, can guide customers through complex processes, ultimately fostering loyalty and engagement. The dialogue emphasizes how effective branded content can shift perceptions from being seen as unnecessary expenses to valuable resources that improve customer interactions. Companies that recognize this shift are likely to benefit from increased customer satisfaction and stickiness.
