COMPLIMENTARY WORKSHOP D: TRANSFORMING 1:1 MARKETING IN THE DIGITAL ERA
Stephen Drees, Managing Principal, Industry Strategy Group, ACXIOM CORPORATION
Marc Trudeau, VP, Financial Services Strategy, ACXIOM CORPORATION
As one of the originating industries of one-to-one marketing, Financial Services has a big problem. The consumer demography of the category is changing dramatically and the proliferation of channels makes it harder than ever to reach the desired target consumer with certainty. At a time when it is more important than ever to find new ways to reach digital natives – the marketing playbook remains fixed, inefficient and increasingly costly. Acxiom will provide a view into these dynamics as well as research and case study findings that turn present marketing orthodoxy on its head and enable you to identify, message and sell more efficiently to the new consumer in this complex and challenging environment.