Photo credits: Meniga News Blog

The bank account becomes a marketing space

A data-driven transformation that creates stunning opportunities

Roberto Maggio
Sep 19 · 5 min read

This article, written together with Luca Troisi, Founding partner and Chief Digital Officer at Enhancers, is part of a series about the future of fintech and appeared originally on fintechdistrict.com.

1. Goodbye, marketing funnel

The so-called intent, as Google has codified it, is the new protagonist of marketing: the elusive intention, but strongly contextual, that guides the purchase paths, never being linear and predictable. Users don’t go from left to right or from the top down — from awareness to loyalty — as in traditional models anymore; they move in every possible direction instead, often going in circles, and in a way that’s very difficult to predict (we talked about that in a previous article).

A model to read non-linear customer journeys.

2. From bank statement to experience hub

The momentous transformation of the bank account into an active space, powerful management tool and operational dashboard, also opening to the outside with the EU directive PSD2, creates tremendous opportunitites for marketing and sales.

Money spent and actual shopping patterns are the most reliable proxies for people’s real behaviors.

Enriching these data with the information collected on line by players outside of the finance industry could feed the most effective prediction engine.

Among thousands of intents, the bank knows exactly which ones actually turned into actions.
Photo credits: Meniga News Blog

3. Lifestyle banking

The potential is immense, and new business models include subscription-based services, the integration with vocal assistants to boost “a-commerce” (purchases managed by AIs), data enrichment and monetization, and much, much more.

How much is emotional bond worth.

Nulla di personale

Le nostre esperienze quotidiane analizzate con gli occhi di uno user experience designer. Perché la UX è intorno a noi anche se non sappiamo di cosa si tratta. http://enhancers.it/

Roberto Maggio

Written by

Partner, Director of Content, Head of Verbal Design at Enhancers, the digital product factory www.enhancers.it

Nulla di personale

Le nostre esperienze quotidiane analizzate con gli occhi di uno user experience designer. Perché la UX è intorno a noi anche se non sappiamo di cosa si tratta. http://enhancers.it/

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