Smooth mobile user experiences will be important areas of focus for payments providers in 2019 and beyond, with high-performing integrations and partnerships also top of mind for financial services brands.
Payments are becoming increasingly invisible, a development that presents major challenges for established financial service brands as they struggle to keep up with changing banking behaviour and rising customer expectations.
The August issue of Admap puts the spotlight on the future of payments. Sanjib Kalita, from Money20/20 and Guppy, explains key trends in payments, including digital identities, data as a value driver and the importance of brand trust.
Looks at how payments becoming invisible will present unprecedented challenges for the established financial service brands as they struggle to keep up with the changing banking behavior and rising customer expectations.
SABRE Awards, Africa, Public Affairs/Government Relations, Gold, 2019
Sanlam, a South African financial services group, used a nationwide survey to create targeted messaging around the Pink Tax, the premium levied on female-specific products and services in South Africa.
The issues surrounding ethical data collection and usage long predate GDPR and the marketing industry can take some useful lessons from the financial sector, according to a team at analytics firm Marketscience Truesight.
Grab, the Singapore-based ride-hailing service, is reported to have held talks with PayPal and Ant Financial, the payments division of Chinese e-commerce giant Alibaba, about spinning out Grab Financial Group as an independent business.
Since the global recession in the mid-00s, marketing effectiveness has declined to a greater extent in the financial services category than any other – largely because it has prioritised performance marketing, according to Les Binet.
Technological advancements in AI, machine-learning and data science offer huge opportunities to financial brands in Asia, but they should focus their efforts in certain areas, according to a senior financial insights executive.
Carl Bratton, Ann Constantine and Nic Pietersma
Direct Line Group (DLG), a British insurance company, measured the impact of marketing in both the short and long term to provide a holistic view of how brand acquisition and investment influence consumers.