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Wednesday, June 7, 2023
HomeMediaVideoThe Role of Marketing in Establishing Emotional Connections with Customers- Jenny Gaffner...

The Role of Marketing in Establishing Emotional Connections with Customers- Jenny Gaffner BNP Paribas

The role of Marketing and Communications in any financial services organisation cannot be understated. It is this function that opens a door between the output of all internal processes and the needs of the customers.  Most importantly, this is the only function tasked with creating emotional relationships with customers, and to do so successfully, requires a deep psychological understanding of peoples’ highly emotional and highly personal relationship with money.

In this fascinating interview with Jenny Gaffner, Nordic Head of B2C Marketing and Communications at BNP Paribas Personal Finance we learn about the transformation that the Marketing and Comms function in finance has undergone in the past 10 years.  Jenny walks us through the highly set of specialized skills that marketers require, beyond traditional marketing, to successfully communicate the value proposition of financial institutions and fintechs to the wider market. Jenny is sharp, insightful and you’ll be glad you listened to her keen observations on Marketing and Communications in Finance.

Chris Crespo
Chris Crespohttp://nordicfintechmagazine.com
Chris is a Co-founder and Chief Editor at Nordic Fintech Magazine, where he simplifies complex financial concepts through jargon-free content, making it easy for anyone to understand. With extensive experience in financial services, including working with some of Europe's largest banks, he brings a wealth of knowledge and insight into the industry. As the former Chief Futurist of the largest bank in the Nordics, Chris has a deep understanding of the Future of Financial Services, the Future of Money, Disruption, and Ethical AI in Finance. He is also a guest lecturer at Stanford University, where he shares his expertise on these topics. As a Behavioural Economist, Chris is passionate about exploring the connections between human behaviour and decision-making under risk, as well as uncovering and communicating the links between psychology, leadership, and technology in financial services.
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