‘It’s not utility vs emotion, it’s both’: How banks are creating brand-building experiences online
After a year filled with social distancing and lockdowns, Australians are now very familiar with connecting with brands and businesses online. In this live discussion from Mumbrella’s virtual Finance Marketing Summit, the panel described how banks are building their brands by becoming interactive parts of their online communities.
Over the past year, people around the globe have adopted massive behaviour shifts as a result of the pandemic. From work to shopping to connecting with friends and family, these transformations have been almost exclusively towards digital.
“We saw Instagram Live views double in just a week back in March” said Helen Black, Facebook’s head of connection planning, during the panel at Mumbrella’s Finance Marketing Summit. “There’s also been the phenomenal growth in e-commerce, the rise in cash and contactless Payments, and mobile banking.
Panel discussion featuring ANZ Bank CMO, Sweta Mehra, TBWA managing director, Ricci Meldrum, Facebook’s head of connection planning, Helen Black, moderated by Nick Tubb, head of financial services, Facebook.
“There’s been this mass digital education of the public across generations, and as we’ve learned how to use new digital technologies, it’s really opened up a whole new world of digital experiences,” she said. “Now we’re in that world where physical experiences are a little bit more limited, we’ve really seen the potential of digital to build those brand experiences and do so at scale.”
Facebook company builds technologies that give people the power to connect with friends and family, find communities and grow businesses
