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Die Stärken von Content-Personalisierung im Banken- und Finanzsektor
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style="padding-top:var(--wp--preset--spacing--96);padding-right:var(--wp--preset--spacing--8);padding-bottom:var(--wp--preset--spacing--96);padding-left:var(--wp--preset--spacing--8)"> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-17 wp-block-group-is-layout-flex"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/arrow_left.svg" alt=""/></figure> </div> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <p class="has-text-align-left pp-action-link"><a href="/blog/">Zurück zum Blog</a></p> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"><h1 class="wp-block-post-title">Die Stärken von Content-Personalisierung im Banken- und Finanzsektor ausspielen</h1> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-19 wp-block-group-is-layout-constrained"><div class="taxonomy-category wp-block-post-terms"><a href="https://piwikpro.de/blog/category/banken-und-finanzunternehmen/" rel="tag">Banken & Finanzunternehmen</a><span class="wp-block-post-terms__separator">, </span><a href="https://piwikpro.de/blog/category/content-personalisierung/" rel="tag">Content Personalisierung</a></div> <div class="wp-block-group has-small-font-size is-layout-constrained wp-container-core-group-is-layout-18 wp-block-group-is-layout-constrained"> <p>Geschrieben von <span class="pp-authors">Maciej Zawadziński</span></p> <p>Veröffentlicht Mai 30, 2017</p> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"><figure class="aligncenter wp-block-post-featured-image"><img width="770" height="300" src="https://piwikpro.de/wp-content/uploads/sites/2/2017/05/Verschwommene-Menschengruppe-1.png" class="attachment-post-thumbnail size-post-thumbnail wp-post-image" alt="Verschwommene Menschengruppe" style="object-fit:cover;" decoding="async" fetchpriority="high" srcset="https://piwikpro.de/wp-content/uploads/sites/2/2017/05/Verschwommene-Menschengruppe-1.png 770w, https://piwikpro.de/wp-content/uploads/sites/2/2017/05/Verschwommene-Menschengruppe-1-300x117.png 300w, https://piwikpro.de/wp-content/uploads/sites/2/2017/05/Verschwommene-Menschengruppe-1-768x299.png 768w" sizes="(max-width: 770px) 100vw, 770px" /></figure></div> </div> </div> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div id="single-post_content" class="wp-block-group single-post_content is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget__socials-wrapper is-layout-constrained wp-container-core-group-is-layout-21 wp-block-group-is-layout-constrained wp-container-2 is-position-sticky" style="padding-top:var(--wp--preset--spacing--8)"> <a class="pp-link" href="http://www.facebook.com/share.php?u=https://piwikpro.de/blog/die-starken-von-content-personalisierung-im-banken-und-finanzsektor-ausspielen/&title=Die+St%C3%A4rken+von+Content-Personalisierung+im+Banken-+und+Finanzsektor+ausspielen" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_facebook.svg" alt="" style="object-fit:cover"/></figure> </div> </a> <a class="pp-link" href="http://twitter.com/intent/tweet?text=Die+St%C3%A4rken+von+Content-Personalisierung+im+Banken-+und+Finanzsektor+ausspielen:%20https://piwikpro.de/blog/die-starken-von-content-personalisierung-im-banken-und-finanzsektor-ausspielen/" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_x_circle.svg" alt=""/></figure> </div> </a> <a class="pp-link" href="http://www.linkedin.com/shareArticle?mini=true&url=https://piwikpro.de/blog/die-starken-von-content-personalisierung-im-banken-und-finanzsektor-ausspielen/&title=Die+St%C3%A4rken+von+Content-Personalisierung+im+Banken-+und+Finanzsektor+ausspielen&source=" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_linkedin.svg" alt=""/></figure> </div> </a> </div> </div> <div class="entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow"> <p><em>Dieser Artikel wurde ins deutsche übersetzt und erschien zuerst bei <a href="http://ababankmarketing.com/insights/power-personalized-content/?utm_campaign=shareaholic&utm_medium=twitter&utm_source=socialnetwork" target="_blank" rel="noreferrer noopener nofollow">ABA Bank Marketing</a>. </em></p> <p class="has-large-font-size">Heutzutage gibt es 3 entscheidende Kanäle, wo Banken und Finanzinstitute den Marketing ROI Ihrer Finanzprodukte und -dienstleistungen deutlich steigern können. Mit Hilfe der Content-Personalisierung erreichen sie ihr Ziel.</p> <p>Marketer für Finanzgeschäfte stehen vor neuen Herausforderungen. Fast kein Kunde muss mehr einen Schritt direkt in die Bankfiliale machen, um z.B. einen Kredit zu beantragen. In wenigen Minuten ist dies am Smartphone erledigt. Kein Berater und keine Broschüre ist in der Informations- und Antragsphase beteiligt. Die Customer-Journey startet digital. </p> <p>Währenddessen erfährt auch das digitale Marketing eine massive Disruption. Die Übertragung des klassischen Marketings auf die digitalen Kanäle in Form von Massenmarketing funktioniert nicht (mehr) effizient. Die Kunden reagieren nicht mehr auf allgemeine Werbebotschaften. SIe müssen individuell angesprochen werden und die Informationen und Angebote erhalten, die für Ihre Bedürfnisse relevant sind. Ausgerüstet mit einem enormen Datenpool und der passenden Technologie können Marketer sinnvoll in One-to-One Marketing investieren und damit neue Kunden gewinnen und alte binden.</p> <p>Aufgrund dieser Veränderungen geben Marketer in der Finanzbranche weltweit jährlich Milliarden von Dollar für digital Advertising aus. Allein für den US-Markt prognostiziert <a href="https://www.emarketer.com/Article/US-Financial-Services-Advertisers-Continue-Expand-Digital-Spending/1013993" target="_blank" rel="noreferrer noopener nofollow">eMarketer </a>einen Betrag von 9,42 Milliarden US-Dollar, 12,6% mehr als im Vorjahr. Und die Ausgaben werden weiter steigen und sich in Richtung digitaler Kanäle verschieben. Mit diesem Hintergrundwissen zum Marktgeschehen, entstehen attraktive Möglichkeiten individuelle Botschaften für seine Zielgruppen zu entwickeln und das Angebot an die Bedürfnisse der Kunden auszurichten und an die Situation anzupassen, in der sie sich gerade befinden.</p> <p>Wir zeigen Ihnen 3 relevante Kanäle und besondere Taktiken, wie Sie <a href="https://piwikpro.de/content-personalisierung/">Content-Personalisierung</a> zur Verbesserung Ihres Marketing-ROIs einsetzen.</p> <div class="wp-block-group blogpost-cta-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-23 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--32)"> <p class="has-text-align-center h3">Sie wollen Content Personalisierung auf Ihrer Website einsetzen?</p> <p class="has-text-align-center">Gerne zeigen wir Ihnen in einer persönlichen Demo, wie Sie für Ihre Kunden das perfekte Erlebnis schaffen</p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-3 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"> <a class="wp-block-button__link wp-element-button" href="https://landing.piwik.pro/piwik-pro-content-personalisierung/">Kostenlosen Demo-Termin vereinbaren</a> </div> </div> </div> <h2 class="wp-block-heading" id="1-die-website-als-starke-brand-und-marketing-instrument">1. Die Website als starke Brand und Marketing-Instrument<a href="#1-die-website-als-starke-brand-und-marketing-instrument" class="heading-anchor"></a></h2> <p>Marketer haben so viele Möglichkeiten an Werbekanälen und Instrumenten, um ihre Kunden zu erreichen, dass man meistens übersieht, wie wertvoll doch die eigene Website für die Marketing-Strategie ist. Für eine starke Marke ist die Website der ideale Content-Hub und fungiert als wichtiges Fundament in der Content-Strategie und -Distribution. Die Nutzerdaten und das Verhalten auf der Website sind die wertvollsten Assets, um die Content-Personalisierung zu etablieren und den Kunden passgenaue Angebote zu unterbreiten.</p> <p>Unternehmen in der Finanzbranche haben zwei Arten von Website Besuchern, die sie mit personalisiertem Content adressieren können.</p> <ul class="wp-block-list"> <li>Unbekannte Besucher – Das Unternehmen kennt hier nur das Nutzerverhalten des Users auf der Website (Welche Seitenkategorien besucht wurden, welchen Themen geklickt wurden u.v.m.) </li> <li>Eindeutige Besucher – Der Besucher hinterlässt bei seinem Besuch identifizierende Merkmale (E-Mail Adresse, füllt ein Formular aus, loggt sich in sein Online-Banking ein) </li> </ul> <p>Die Ziele, die man mit personalisiertem Content auf der Website erreichen will, sind identisch mit denen für andere Marketing-Kanäle. Das erste Ziel sollte sein, bestehende Kunden zu Neuabschlüssen zu bewegen über Upselling- und Crossselling-Produkte. Dies ist ein wichtiger Baustein, denn die Kosten für die Neukundenakquise liegen nachweislich bis zu 8 x höher als die Kosten für Kundenbindung.</p> <p>Das zweite Ziel ist natürlich die Neukundengewinnung. Dies ist kostspieliger, aber aufgrund der neuen Möglichkeit der Content-Personalisierung, um einiges leichter und effizienter geworden. </p> <p>Um personalisierten Content in Echtzeit auf einer Website ausspielen zu können, benötigt man eine enorme Menge an Daten. Hier kommen Web Analytics, Tag Management und Daten-Management-Systeme ins Spiel, um diese Daten zu verarbeiten und zielgerichtet zu aktivieren. Marketer lernen dadurch das spezielle Nutzerverhalten der Websitebesucher detailliert kennen. Anhand dieser Erkenntnisse können Sie in einem nächsten Schritt relevante Content-Angebote entwickeln und an jeden Kunden oder potenziellen Neukunden ausspielen. Damit die Datensammlung und Analyse im gleichen System stattfindet und nicht aufwendige Datentransfers und Synchronisierung aus mehreren Systemen stattfinden muss, empfiehlt es sich ein integratives Marketing-System einzusetzen, dass in alle Prozesse involviert ist. </p> <div class="wp-block-group blogpost-cta-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-24 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--32)"> <p class="has-text-align-center h3">Web Analytics für Banken und Finanzinstitute</p> <p class="has-text-align-center">Bringen Sie mit uns Ihr digital Banking aufs nächste Level. Gerne zeigen wir Ihnen in einer persönlichen Demo, wie Sie mit Piwik PRO Analytics die Customer Journey tracken und die Experience verbessern – DSGVO ready</p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-4 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"> <a class="wp-block-button__link wp-element-button" href="https://landing.piwik.pro/webanalyse-fur-banken-und-finanzinstitute/">Kostenlosen Demo-Termin vereinbaren</a> </div> </div> </div> <p>Hier finden Sie einige Beispiele wie Marketer personalisierte Onsite-Kampagnen einsetzen können: </p> <ul class="wp-block-list"> <li>Zeigen Sie personalisierte Kreditangebote an (Verschiedene Raten und andere Parameter), die auf der Browserhistorie des Besuchers basieren und zu seinem definierten Zielgruppen-Segment passt. Diese Daten werden aus dem Web Analytics-System, dem CRM, Offline-Daten, Transaktionssystemen und anderen Datenquellen gespeist und aggregiert. </li> <li>Zeigen Sie personalisierte Angebote Besuchern an, die Ihre Website erneut besuchen und die die Dienstleistungen und Produkte in den Mittelpunkt stellen, die die Person beim letzten Mal angesehen haben. Falls dies eine Gebäudeversicherung war, blenden Sie ihm die wichtigsten Informationen zum Thema ein und verbinden Sie es mit einem attraktiven Angebot.</li> <li>Um mit Ihren Kunden direkt in Kontakt zu treten, setzen Sie personalisierte Lead-Formulare oder Pop-ups ein, die auf dem definierten Zielgruppen-Segment basieren. Diese können passende Produkte oder Dienstleistungen enthalten, die zu dem ermittelten Bedarf der Zielgruppen passt. </li> </ul> <figure data-wp-context="{"imageId":"67b3d5b9e4bfa"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2017/05/sammlung-von-verschiedenen-briefumschlägen.jpeg" alt="Webseiten Personalisierung" class="wp-image-11362"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern: Webseiten Personalisierung" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> <h2 class="wp-block-heading" id="2-e-mail-marketing">2. E-Mail-Marketing<a href="#2-e-mail-marketing" class="heading-anchor"></a></h2> <p>E-Mails überflügeln heute schon Direkt-Marketing-Kanäle im ROI und bei Conversions. Bezugnehmend auf Zahlen der Direct Marketing Association erreicht die E-Mail einen 43 x höheren ROI bei US-Unternehmen. Personalisierte E-Mails erzeugen zusätzlich 14 % höhere Click-Through-Raten und 10% höhere Conversion-Rates – ermittelt von der Aberdeen Group. Marketer haben somit gute Möglichkeiten personalisierten Content auszuspielen, um diesen Performance-Kanal stärker zu monetarisieren. <br /></p> <p>Bis die Technologie zur Verfügung stand, um in Echtzeit Onsite-Content-Personalisierung durchzuführen, hat es eine Weile gedauert. <br />Heute gibt es einige Softwareunternehmen, die für ihre Technologie eine Kombination aus Tracking-Pixels, Web Analytics und Verhaltensanalyse, Geolocation, API-Integrationen und weitere Taktiken einsetzen, um hyper-personalierten Content anzubieten, der sich im Moment ändert, sobald der Nutzer eine neue Abfrage absetzt. </p> <p>Hier einige Beispiele für personalisierten Content, den Sie in Ihren E-Mails integrieren können:</p> <ul class="wp-block-list"> <li>Privatkundengeschäft – Banken können E-Mails mit personalisierten Produkten versenden, die auf der Browserhistorie des Kunden basieren. Um das Online- mit dem Offline-Geschäft zu verbinden, sollten Marketer Geolocation einsetzen und neben individuellen Angeboten eine persönliche Beratung in der nächstgelegenen Filiale offerieren. </li> <li>Online-Aktienhandel – Heutzutage können Broker in wenigen Sekunden auf Preisänderungen reagieren und Aktien nach den eigenen Vorstellungen kaufen, halten oder verkaufen. Das E-Mail-Marketing kann dazu genutzt werden, um den Kunden über aktuelle Entwicklungen zu informieren und ihn mit passenden Informationen zu versorgen, die zu seinem Aktien-Depot und seinem Traderverhalten passen. </li> <li>Kredite & Kreditkarte – EIne Personalisierung für Kredite und Kreditkarten kann als Basis ins E-Mail-Marketing aufgenommen werden. Hier genügt schon zum Start eine persönliche Anrede und nach der Einordnung in ein gewähltes Zielgruppen-Segment ein passendes Angebot. </li> </ul> <div class="wp-block-group blogpost-cta-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-25 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--32)"> <p class="has-text-align-center h3">Auf diese 15 KPIs sollten Sie nicht verzichten!</p> <p class="has-text-align-center">In diesem Whitepaper zeigen wir Ihnen, welche KPIs Sie im Mobile- und Online-Banking unbedingt einsetzen sollten</p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-5 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"> <a class="wp-block-button__link wp-element-button" href="https://landing.piwik.pro/15-kpis-furs-tracking-von-online-und-mobile-banking/">Zum kostenlosen Whitepaper: 15 KPIs für Mobile- und Online-Banking</a> </div> </div> </div> <h2 class="wp-block-heading" id="3-in-app-marketing">3. In-App-Marketing<a href="#3-in-app-marketing" class="heading-anchor"></a></h2> <p>Es gibt tausende von Apps im B2C-Bereich. Auch der Finanzsektor macht hier keine Ausnahme und es bietet sich an den Kundenservice über Apps abzuwickeln.</p> <p>Mobile Banking Apps werden für die täglichen Bankgeschäfte regelmäßig genutzt. Nutzen Sie hier die Chance mit Ihren Kunden direkt zu kommunizieren und Ihnen passende Inhalte innerhalb der App zu präsentieren. Durch den User-Login haben Sie einen identifizierten Nutzer und kennen seine User Journey. Dies macht es um ein Vielfaches leichter, zielgenaue Produkte und Services im richtigen Moment auszuspielen. Das richtige Timing ist alles, um den Kunden auf ein Angebot aufmerksam zu machen. Marketer müssen nutzerzentrierte Analysen durchführen, um das Puzzle zusammenzusetzen. Auf diese Weise lassen sich User-Profile und Segmente erstellen. Anschließend wird der Content erstellt und automatisiert über die Marketing-Suite ausgeliefert. Auf Grundlage des Kontostands oder aufgrund von Informationen bestimmter Buchungen, können Upsells und neue Finanzprodukte vorgestellt werden.</p> <p>Hier sehen Sie Beispiele für die Content-Peronalisierung für In-App-Marketing Messages</p> <ul class="wp-block-list"> <li>Personalisieren Sie den Content in Ihrer Willkommens-Nachricht, nachdem der Kunde die App heruntergeladen und zum ersten Mal im Einsatz hat. Berücksichtigen Sie die Daten des Kunden, die während des Registrierungsprozesses für die App erforderlich waren und die vom Kundenkonto bekannt sind. Anschließend können Sie ihn auch mit weiteren Push-Notifications informieren. Passend zu seinem Nutzerverhalten innerhalb der App.</li> <li>Personalisieren Sie das Look and Feel des App-Dashboards für den Kunden nach dem Log-In. Falls der Kunde sich zuvor über Kredite informiert hat, nehmen Sie den Faden wieder auf und heben Sie das Thema im Dashboard noch einmal hervor. Vielleicht ist der Moment jetzt gekommen, eine Anfrage an die Bank über einen Kredit zu stellen. Nutzen Sie die In-App-Historie und das Surfverhalten des Kunden am Desktop auf Ihrer Website.</li> <li>Personalisieren Sie In-App-Messages oder Push-Benachrichtigungen mit speziellen Angeboten auf der Basis des aktuellen Ortes. Die Nachricht erfolgt nur, wenn eine Filliale ganz in der Nähe ist. Die genaue Position des Kunden ist der Trigger, der die Nachricht auslöst.</li> </ul> <figure data-wp-context="{"imageId":"67b3d5b9e7c43"}" data-wp-interactive="core/image" class="wp-block-image aligncenter size-full wp-lightbox-container"><img decoding="async" data-wp-class--hide="state.isContentHidden" data-wp-class--show="state.isContentVisible" data-wp-init="callbacks.setButtonStyles" data-wp-on-async--click="actions.showLightbox" data-wp-on-async--load="callbacks.setButtonStyles" data-wp-on-async-window--resize="callbacks.setButtonStyles" src="https://piwikpro.de/wp-content/uploads/sites/2/2017/05/runde-steinmauer.png" alt="Personalisierung von Website-Inhalten" class="wp-image-11363"/><button class="lightbox-trigger" type="button" aria-haspopup="dialog" aria-label="Bild vergrößern: Personalisierung von Website-Inhalten" data-wp-init="callbacks.initTriggerButton" data-wp-on-async--click="actions.showLightbox" data-wp-style--right="state.imageButtonRight" data-wp-style--top="state.imageButtonTop" > <svg xmlns="http://www.w3.org/2000/svg" width="12" height="12" fill="none" viewBox="0 0 12 12"> <path fill="#fff" d="M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z" /> </svg> </button></figure> <h3 class="wp-block-heading" id="der-elefant-im-porzellan-laden-im-marketing-fuer-finanzprodukte-und-dienstleistungen-ist-der-datenschutz-und-die-sicherheitsbestimmungen">Der Elefant im Porzellan-Laden im Marketing für Finanzprodukte- und -dienstleistungen ist der Datenschutz und die Sicherheitsbestimmungen.<a href="#der-elefant-im-porzellan-laden-im-marketing-fuer-finanzprodukte-und-dienstleistungen-ist-der-datenschutz-und-die-sicherheitsbestimmungen" class="heading-anchor"></a></h3> <p>Der Finanzsektor ist einer der am strengsten überwachten und reguliertesten Industriezweige. Hierzu gehört zum Beispiel die Dodd-Frank Wall Street Reform und der Consumer Protection Act von 2010 um unfaire, täuschende Bankgeschäfte und Missbrauch zu vermeiden und die Bürger zu schützen. Kürzlich stimmte der Kongress dafür ein Gesetz zu kippen, das dafür sorgen sollte, dass Telekommunikationsanbieter und ISPs ihre Kundendaten nicht an Drittanbieter für Marketing und Advertising verkaufen dürfen.</p> <p>Innerhalb aller Regularien ist die Wichtigste, dass Unternehmen des Finanzsektors immer die volle Kontrolle über die Sicherheit ihrer erhobenen Daten behalten. Seien es Daten, die über die Website, das E-Mail-Marketing oder die Mobile App ermittelt und gespeichert wurden. Daten sind der Schmierstoff für die Content-Personalisierung. Gleichzeitig muss die Privatsphäre der Kunden geschützt und respektiert werden. Die richtige Balance zwischen Content-Personalisierung und Datenschutz hat die höchste Priorität für einen Marketer im Finanzbereich. </p> <p>Mit der richtigen Strategie zur Content-Personalisierung entlang verschiedener Kanäle, schaffen Sie es die Customer Experience um ein Vielfaches zu verbessern und gleichzeitig den ROI Ihrer Marketingaktivitäten zu steigern.</p> <div class="wp-block-group blogpost-cta-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-26 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--32);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--32);padding-left:var(--wp--preset--spacing--32)"> <p class="has-text-align-center h3">Analytics & DSGVO = Piwik PRO</p> <p class="has-text-align-center">Wir sorgen dafür, dass Sie sich wegen der DSGVO nicht mehr den Kopf zerbrechen müssen. Wir bieten Ihnen professionelle Analytics – DSGVO ready.</p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-6 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"> <a class="wp-block-button__link wp-element-button" href="https://landing.piwik.pro/datenschutzkonforme-webanalyse-dsgvo/">Kostenlosen Demo-Termin vereinbaren</a> </div> </div> </div> </div></div> <div id="post_footer" class="wp-block-group post_footer is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-30 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-group is-layout-flex wp-container-core-group-is-layout-29 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-full is-resized is-style-rounded"><img width="720" height="720" src="/wp-content/uploads/sites/2/2024/07/author-maciej-zawadzinski.png" alt="" class="wp-image-55586" style="object-fit:cover;width:48px;height:48px" srcset="https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-maciej-zawadzinski.png 720w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-maciej-zawadzinski-300x300.png 300w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-maciej-zawadzinski-150x150.png 150w" sizes="(max-width: 720px) 100vw, 720px" /></figure> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-28 wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading" id="maciej-zawadzinski">Maciej Zawadziński</h3> <p class="has-small-font-size">Mitglied des Beirats bei Piwik PRO</p> </div> </div> <p class="has-small-font-size">Er ist begeisterter Entrepreneur und Angel-Investor mit einem Hintergrund in AdTech, MarTech und Online-Datenschutz. In den letzten 15 Jahren hat Maciej mehrere SaaS- und Dienstleistungsunternehmen aufgebaut und skaliert, darunter Piwik PRO. Als CEO von Piwik PRO hat er das Unternehmen von 0 € auf 10 Mio. € ARR gebracht. Derzeit konzentriert er sich auf Next New Ventures, einen von Betreibern unterstützten Fonds, der in Unternehmer investiert und über umfassende Erfahrung bei der Skalierung globaler B2B-SaaS-Produkte und IT-Dienstleistungsunternehmen verfügt.</p> </div> <hr class="wp-block-separator has-alpha-channel-opacity"/> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="wp-block-query is-layout-flow wp-block-query-is-layout-flow"><ul class="wp-block-post-template is-layout-flow wp-block-post-template-is-layout-flow"><li class="wp-block-post post-9224 post type-post status-publish format-standard has-post-thumbnail hentry category-web-analytics category-datenschutz category-dsgvo"> <div class="wp-block-group is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-32 wp-block-group-is-layout-flex"> <p class="has-small-font-size" style="font-style:normal;font-weight:700;text-transform:uppercase">VORHERIGER ARTIKEL</p> <h4 class="wp-block-post-title"><a href="https://piwikpro.de/blog/piwik-datenschutz-was-bedeutet-die-neue-dsgvo-fuer-die-webanalyse-in-unternehmen/" target="_self" >Piwik PRO & Datenschutz – Was bedeutet die neue DSGVO für die Webanalyse in Unternehmen?</a></h4> <div class="wp-block-group has-small-font-size is-layout-flex wp-container-core-group-is-layout-31 wp-block-group-is-layout-flex"> <p>Februar 21, 2017 von <span class="pp-authors">Britta Behrens</span></p> </div> </div> </li></ul></div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="wp-block-query is-layout-flow wp-block-query-is-layout-flow"><ul class="wp-block-post-template is-layout-flow wp-block-post-template-is-layout-flow"><li class="wp-block-post post-13356 post type-post status-publish format-standard has-post-thumbnail hentry category-banken-und-finanzunternehmen category-datenschutz category-dsgvo"> <div class="wp-block-group is-vertical is-content-justification-right is-layout-flex wp-container-core-group-is-layout-34 wp-block-group-is-layout-flex"> <p class="has-small-font-size" style="font-style:normal;font-weight:700;text-transform:uppercase">NÄCHSTER ARTIKEL</p> <h4 class="wp-block-post-title"><a href="https://piwikpro.de/blog/welchen-einfluss-hat-die-neue-eu-dsgvo-auf-den-bankensektor/" target="_self" >Welchen Einfluss hat die neue EU-DSGVO auf den Banken- und Finanzsektor?</a></h4> <div class="wp-block-group has-small-font-size is-layout-flex wp-container-core-group-is-layout-33 wp-block-group-is-layout-flex"> <p>Juni 13, 2017 von <span class="pp-authors">Maciej Zawadziński</span></p> </div> </div> </li></ul></div> </div> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div id="blog_sidesection" class="wp-block-group 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& Use Cases</a> (60) </li> <li class="cat-item cat-item-48"><a href="https://piwikpro.de/blog/category/content-personalisierung/">Content Personalisierung</a> (23) </li> <li class="cat-item cat-item-38"><a href="https://piwikpro.de/blog/category/conversion-optimierung/">Conversion Optimierung</a> (32) </li> <li class="cat-item cat-item-44"><a href="https://piwikpro.de/blog/category/customer-journey/">Customer Journey</a> (42) </li> <li class="cat-item cat-item-49"><a href="https://piwikpro.de/blog/category/data-management/">Data Management</a> (32) </li> <li class="cat-item cat-item-40"><a href="https://piwikpro.de/blog/category/datenschutz/">Datenschutz</a> (63) </li> <li class="cat-item cat-item-46"><a href="https://piwikpro.de/blog/category/dsgvo/">DSGVO</a> (43) </li> <li class="cat-item cat-item-42"><a href="https://piwikpro.de/blog/category/news-events-pressemitteilungen/">News, Events und Pressemitteilungen</a> (23) </li> <li class="cat-item cat-item-41"><a 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