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Banking on Digital Growth Podcast

A Digital Experience: Marketing to People in the Age of AI

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Brief Summary of Episode #27

We live in The Age of AI, the fourth industrial revolution.

We could call it The Age of Anxiety.

People are informed but afraid.

Afraid of losing their job to a robot.

Afraid of not being able to support their families.

Technology has given rise to an educated and empowered consumer. But empathy is going to be a strategic competitive advantage in this new age.

We no longer control the buying journey and the way consumers receive our communication. They control the communication they receive along with the individualized buying journeys they choose to take.

All we can do is guide them along those journeys. The new growth model will reflect that.

The future will be built built around 4 key areas of focus:

1. Communication: People are looking for help and hope. Communicate that hope to them.

2. Content: Content is the fuel for digital growth.

3. Coaches: Sales teams will transform themselves from product pushers to coaches and guides.

4. Channels: We're going to use digital channels to become even more empathetic and more human.

Here's the wild card: human behavior. If we can gain insight into someone's financial behavior, we can use that information to provide recommendations.

We can use technology to be more empathetic.

Key Insights and Takeaways

  • The 3 things that happen when we think about a digital experience
  • The 4 key areas of focus in the future
  • What the future of banking will be about when it's not about dollars and cents