From both a strategic and practical viewpoint this report examines the role of web-based marketing in the financial services marketing mix.

DUBLIN, Ireland--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/reports/c79356) has announced the addition of Financial Services Marketing in the Digital Age to their offering.

From both a strategic and practical viewpoint this report examines the role of web-based marketing in the financial services marketing mix. It defines the structure of web-based marketing and its role in e-business, and its function within the overall marketing framework, focusing on customer stickiness. The report analyses different online marketing techniques and their effectiveness, and assess the implications of technology as a key driver, implementation issues, performance measurement and online opportunities and threats.

Financial Services Marketing in the Digital Age looks beyond the hype and provides a practical guide to what has worked and what has not. It focuses on how to move from traditional marketing methods to a new approach that focuses on individualized communications using the very latest technologies.

The report provides a blue print for creating a winning marketing strategy for the digital age, from building an effective website to using the new generation of CRM to create the 'personal touch' online.

It provides a toolkit and a route map for building a successful digital marketing strategy and has been written with the needs of senior decision-makers and strategists in mind.

Case studies:

The WoolwichNordeaAOLEurope BankinterMacquarie BankBanca SerfinWells FargoChapter 1: IntroductionChallengesEconomic uncertaintiesGrowth in the new delivery channelsObjectives of the reportThe Web: changing the way business is conductedWeb-based business - the marketAttitudes to electronic businessChapter 2: Web-based marketing - what is it and how does it work?Marketing strategies for the new eraDifferences from traditional marketingMarketing over the InternetMobile marketingWhere does this leave traditional marketing?Case studiesChapter 3: The effective websiteResearching and planningWhy FS customers use the Web and what for?Naming and finding the siteFinding the sitePartnershipsComing back to the siteBrandingSecurity considerationsSeeking customer feedbackChapter 4: Creating the personal touch onlineDesigning for three clicksWhat happens when customers and potential customers arrive on the site?PersonalisationAccount aggregationChapter 5: Performance MeasurementComprehensive strategic management information system drives performanceManagement culture as customer responsiveKey performance indicatorsScorecardsAdvertisingChapter 6: Technology as a competitive toolKey to successTypical consumer accessPC-based delivery systemsMobile based delivery systemsIDTV based delivery systemsIntegration with back-office systems/call centersM-commerce as B2C mainstreamNew developments resulting in new opportunitiesLead technology suppliersChapter 7: Online opportunities and threatsCustomer serviceNew market entrants offering services/acting as agentsTelecoms, Internet and Financial Services alliancesMulti-channel deliveryStandalone online versus integratedChapter 8: Churn and how to minimise itCustomer satisfaction and loyaltyCustomer retention strategies/customer stickinessWhat is churn?Rising acquisition figures can mask churnImpact of legislationLessons from other industriesChapter 9: ConclusionsWeb-based marketing within the overall business strategyUsing technologyLeaders versus followersMaking it pay offAppendix 1: The Internet MarketsAppendix 2: Broadband services for consumersAppendix 3: I-mode services, JapanAppendix 4: Lead telcosAppendix 5: Glossary

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