Co-hosts Vinicius Novaes and Marcelo Tripoli welcome Guilherme Bressane at the premiere of the series that will interview the biggest CMOs in the market to discuss the impact of digital transformation on marketing
In the past ten years, a lot has changed, and technology is certainly one of the main parts of an increasingly dynamic world. The increase in individual screens has unbalanced the game, and has become a key point in any communication strategy, capable of engaging and selling. It is within this theme that PROPMARK, in a co-production with Zmes, launched the series The new marketing manual: great CMOs in Brazil, whose first episode is already available on PROPMARK’s profile on Spotify and on its YouTube channel.
Guilhermo Bressane, marketing director at Ita, was the first guest on the program, which was presented by Vincius Novaes, editor of PROPMARK Online, and the founder and CEO of Zmes, Marcelo Tripoli.
One of the main topics of the conversation was engagement, especially from the marketing point of view of large financial institutions. According to the study Growth and Acquisition of Account Holders for Digital Banks, carried out by Zmes in partnership with Qualibest, 85% of app downloads of this type of bank do not become an active customer.
Bressane acknowledges that the way a bank engages has changed dramatically from five years to c. A good part of customer acquisition takes place through digital means, a good part of product sales, and we believe in physical points, including, as differentials, said the Ita executive.
And differentials are more than necessary, especially if we take into account data from the C6 Bank/Ipec survey, which showed that each Brazilian with internet access has, on average, 3.6 bank accounts. Guilhermo Bressane stated that, in fact, there is a growing supply of market players, with disruptive proposals, but increasingly similar to each other.
Ita has an advantage because it is traditional, and because it has a very large arsenal of products and services. And the transformation that we have carried out at the bank precisely to make these products and services interchangeable with each other, modularized, with systems that talk to each other, to present an integrated offer to the customer that makes sense at that moment in his life, he said.
Marcelo Tripoli cited another survey, also carried out by Zmes itself, in which it revealed the difficulty that banks have to engage. 85% of customers acquired through digital channels do not engage with the bank after entering the funnel. In other words: you have only 15% of the banks that participated in the survey of customers who retain. And they are usually held on the monoline, and are not the person’s main bank.
Also according to Tripoli, in order to meet all the demand that digital technology currently demands, the agency’s structure is something more than fundamental. The traditional agency consisted of customer service, media, planning and a creative duo. Today, you are going to do a campaign for advertisers. You have a team of 25, 30 people with different roles, he said.
In the second episode, The new marketing manual: great CMOs in Brazil will receive Eduardo Picarelli, director of the Heineken Business Unit. Also within the series, there will be interviews with Sandra Arango, marketing director at Reckitt, among other CMOs from large companies in the market.
