How can one tap the benefits offered by digitalization in marketing and communications? “Advanced technology, effectiveness and speed are key to serving the new digital reality,” says Liv Brahin, Head of Group Marketing & Communication Services at the leading Swiss bank UBS, answering a question that marketing managers in all sectors face. “A scalable operating model paired with an industryleading platform is crucial for futureoriented marketing operations,” she adds confidently. To benefit from the changes that digitalization has set in motion, companies need to re-orient themselves in terms of organization and technology, instead of relying on the evolution of existing systems and processes.
More performance, less cost
At UBS, this transformation is in full swing. The marketing and communication departments have established an entirely new type of social and editorial media monitoring system, which Accenture is delivering as a managed service provider.
Specialists analyze online opinions and news pertaining to UBS, its peers and general industry-related topics – regardless of whether the material originates from newspapers, magazines, blogs, paid content or social media, such as Facebook. With the use of analytics, Accenture’s media analysts determine which sentiments and topics are being circulated, and what effects these can have on public relations, marketing and product development. Up-to-date reports help UBS employees make decisions, and the executive summary is forwarded to the uppermost management level. “Print, online and social media are analyzed worldwide quickly and effectively based on standardized specifications,” says Brahin.
To make this possible, it made sense to assign content analysis, the required responses and operation of the digital communications platforms to a service provider. In this case, the combination of specialization, scalability and flexibility can provide many benefits. As one of the Swiss bank’s critical channels for digital interactions with clients and the
public, ubs.com comprises about 50,000 pages that need to be maintained, while its intranet consists of at least 100,000 pages that are used as an essential digital collaboration tool by employees. All told, they account for approximately 200 million hits per year. Fewer costs in this virtual sphere pay off as quickly as enhanced service and performance that impress clients and employees alike.
Together with telecommunications provider Swisscom and application developer Netcentric, Accenture developed a digital marketing concept that was impressive in regard to its content and technology. It meets both UBS’ corporate-specific security requirements as well as FINMA (Swiss financial market supervisory authority) specifications. The solution operates on Swisscom’s infrastructure, with UBS’ digital marketing processed by a private data cloud network. The servers are located in Switzerland. Marketing data, corporate figures and programs are stored under high security. Bank employees have access only via secure procedures developed in-house.
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