The New 5 P’s for Modern Banking
Today at a Glance:
Phillip Kotler popularized Jerome McCarthy's 4Ps for marketing and since a 5th P for People has been added, which arguably is one of the most crucial P's in the mix.
Marisa, Vivian, Emily, and Lierin armed me with such incredible research for today's newsletter that I am feeling bold and wish to redefine the 5 P's for Modern Banking.
We're entering a new era of personalization, and the customer is demanding a customized experience. The New 5 P’s of Modern Banking reflect the shifting expectations and focus on engaging customers at every level, from emotional connection to tailored rewards. Here's why it's time to embrace this fresh approach:
1. Product: Are we truly meeting our customers where they are?
Align your FI's products with the needs and preferences of different customer segments. Focus on how your offerings reflect customer demands, whether it's through tailored premium cards or innovative BNPL services.
2. Place: Is our messaging reflective of personalization?
Ensure your communication channels are where your customers are most engaged. Whether it's email, social media, or digital advertising, the "place" you reach your audience should feel personalized and targeted.
3. Price: How can we innovate with rewards?
Reevaluate your pricing models by introducing new reward structures. Are your cashback, discount, or investment-based rewards evolving to stay competitive and valuable for your customer base?
4. Promotion: Are we leveraging the right digital tools?
The way you promote your products needs to adapt to the digital landscape. Consider how tools, like paid social ads, online video, and email marketing, can better convey your personalized offers to specific customer segments.
5. People: What emotional value are we offering?
Beyond transactional benefits, think about how your brand connects with your customers emotionally. How are you offering experiences that resonate with their lifestyles and aspirations?
By reframing these questions through the lens of the 5 P’s, your FI can build stronger, more personalized connections with consumers and thrive in an evolving market.
I won't be able to do justice to all 4 reports in this short space, so please review them in full and let me know as questions come up.
Premium card issuers are redefining strategies to meet the expectations of new cardholders, focusing on enhanced value, exclusivity, and emerging demographics.
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A deep dive into win-back campaign trends and innovations in 2023 and 2024, with an analysis of messaging and strategies to revive loyalty.
A deep dive into the marketing strategies of four popular Buy Now, Pay Later (BNPL) brands, analyzing spend and messaging across 2023 and 2024.
Benefits got a glow up for the school year: while brands dropped discounts and bonuses, many majored in cashback earning potential with partnered retailers.
In closing, I observed 3 Unexpected Trends across these reports:
1. Investment-Backed Rewards: Acorns broke the mold by offering cashback rewards through investment opportunities, signaling a shift toward financial wellness alongside traditional discounts.
2. Emotional Luxury Takes Center Stage: Gone are the days when luxury meant opulence alone. Premium credit cards are now tapping into emotional value—comfort, indulgence, and exclusivity—to create deeper connections with cardholders.
3. Email Resurgence: Affirm’s dominance in the BNPL space through targeted email campaigns proves that, despite the digital noise, well-crafted emails still hold power in engaging consumers.
These evolving trends are defining the next phase of financial marketing, where personalized value isn't just offered—it's expected.
As ever - Anuj
Driving client success with data-driven market insights
6 个月Great insights as always, Anuj! ?? The reimagined 5 P’s for Modern Banking are spot on and reflect the evolving landscape of consumer expectations.
Experienced Managing Director Delivering Results in a Fast-Paced Environment
6 个月Really great insights Anuj! ??