Thursday, 28 October 2021
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Hesta: Omnichannel marketing vital in low-engagement category

Implementing omnichannel marketing and personalisation has created an almost unprecedented level of member engagement in a category with typically low engagement, said Hesta.

Hesta GM of digital strategy, Callum Tod, shared what omnichannel means in a lean, outcome-driven environment, such as the one at the superannuation fund, at the Adobe Symposium in Sydney last week.

“Every one of us could do with a bigger budget and more people, and never was this more true in an industry super. Our national campaign and digital team combined is eight people,” Tod told attendees.

He began by asking if omnichannel marketing has a place in a low-engagement category, such as super, where members are arriving by default. Yet at Hesta, marketing plays critical role in creating brand affinity, demonstrating value, and encouraging positive action.

Tod described Hesta’s views on omnichannel marketing as a symphony of four parts:

  1. Prompting: Reaching members in meaningful ways that create brand awareness and affinity.
  2. Helping: Members learn, engage, and interact.
  3. Acting: Making it easy for members to take positive actions.
  4. Supporting: Affirming and validating the choices members have made, leaving them confident and secure.
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