Technology and Marketing: From Enemies to Allies Panel Q&A
Did we run out of time before your question was answered at the Hawaiian Telcom University Tech and Marketing Panel Q&A? We circled back with our panelists from Hawaii Pacific Health, Bank of Hawaii and Viamedia. See what they had to say about staying relevant in a digital world.
Brandt Farias, Vice President Marketing & Public Relations, Hawai‘i Pacific Health
What are effective ways to engage potential customers on your website?
We find that social and digital posts with a call to action (CTA) that includes our website are most effective. One additional, very effective way is to send out emails through our electronic medical records portal with a web site CTA.
Do you think what we're doing right now (Q&A via MeetingSift) is an example of technology increasing engagement or reducing actual human interaction?
Frankly we need to be doing both. Technology can be the door opener but oftentimes you need humans to close the deal. Technology and the human interaction should be seen as complementary and not mutually exclusive.
Panel how do you measure the results of your digital marketing?
Depends on the campaign. Ideally it’s calls to an office, class registrations or requests for kits. Other times, its website traffic or social media engagement.
Do all three panelists believe in market surveys to know the customers?
To a point. I do them periodically but Ilike them to be actionable and directional. I would much rather use hard data regarding market share and patient information, but periodic attitudinal research also has value.
David Oyadomari, Senior Executive Vice President, Digital Channels, Bank of Hawaii
How do you use marketing and technology to KEEP customers?
“Keep” = remain relevant then it’s about being relevant in a digital world. To this end, everything I shared regarding use of digital signage, tablets in branches, integration of the BOH mobile app, ATM, and online into the entire customer experience is aimed to “keep” customers. Is there a future for brick & mortar organizations that embrace digital transformation and focus on enhancing customer experience?
How will AI (artificial intelligence) and analytics be used by banks as they partner with retailers to offer products to consumers?
I see a world in which AI, separate from analytics, will be used more to create a faster, easier, and more consistent customer service platform. Analytics will increasingly be more adept at enabling a personalized experience, whether in a retail environment or transactional one, in delivering products and service to consumers.
Panel how do you measure the results of your digital marketing?
There are many metrics we use but to me, at the end of the day it has to lead to conversion. Conversion in terms of on-boarding a new customer or reaching a potential one.
Do all three panelists believe in market surveys to know the customers?
Bank of Hawaii extensively uses market surveys and find them extremely valuable to understand customer perceptions about our brand, products, channels, and customer experience.
David Baronfeld, General Manager, Viamedia
Where do you believe the best place to gain stats for marketing?
Multiple places; locally from the various media sellers who have that information handy. I would also use Google as a great reference source as well as from the trade industry you’re in.
What is a reasonable allocation of resources to Print/Radio vs. social media/online?
Depends on what your goals are, who your target audience is….many factors come in to play and each situation is unique.
Panel how do you measure the results of your digital marketing?
Did your business see sales or whatever the goal, e.g. increase Word of Mouth, increase # of app downloads etc., increase? In my opinion, you should apply the same criteria of measured results (increased sales or WoM) across all media.
Do all three panelists believe in market surveys to know the customers?
YES, absolutely...but some people have an amazing intuitive sense of their business too. So, gut feel supported by market surveys or research is the preferred/suggested route to take.