FIGARODIGITAL.CO.UK
NEWS, VIEWS, STATS, OPINION
SERVICE
DISRUPTION
April saw the first of Figaro Digital’s industry-specific roundtable and seminar sessions. Digital financial services was our subject and speakers from Branded3, e3, Liberty Marketing, Stream: 20, SDL and their guest American Express guided us through changes in an industry that’s felt the full effect of the digital revolution. According to last year’s Millennial Disruption Index, which tracks the attitudes and behaviour of those currently aged between 15 and 35, banking is the industry most at risk of disruption. The reasons for that are many and complex, but one
SOCIAL GETS PHYSICAL
Experiential marketing and social media are coming together to allow users to interact with brands in new and immediate ways. Last year, Oreo unveiled a Twitter-
powered vending machine. Users could Tweet to decide on the flavour and colour of the cookies which were then 3D-printed. For this February’s Capital One Cup Final, Twitter users were encouraged to Tweet #ChelseaAtWembley or #SpursAtWembley. The team with the most Tweets saw
in three of the survey’s US respondents are open to changing their account in the next 90 days and 71 per cent said they’d rather visit the dentist than listen to a bank. A thrifty thirty-three per cent don’t believe they need a bank at all. As Neil Collard, Managing Director at e3 Media noted at our event, five years from now, 70 per cent of millennials believe the way we pay for things will be totally different, with half of respondents counting on tech start-ups to overhaul the way banks work. And if that sounds dramatic, who, five years ago, would have imagined that a modest taxi-booking app like Uber would lend its name to an entire new business model?
The next Figaro Digital Roundtable session is Digital Retail on 17 June 2015
Wembley Stadium’s iconic arch illuminated in their colours. (There were 500,000 Tweets and though Chelsea won the match, it was Spurs who took the arch.) And in March this year British Gas Hive set up an interactive bus shelter where commuters could turn on the heating using #TweetToHeat.
As the line between the virtual and the actual becomes less distinct, more and more brands are looking to integrate the digital with the experiential. It’s by entering the physical realm and generating strong emotional responses that digital marketing promises to bring brands to life.
FIVE YEARS FROM NOW, 70 % OF
MILLENNIALS BELIEVE THE WAY WE PAY FOR THINGS WILL BE TOTALLY DIFFERENT
6 issue 24 may 2015
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