No Small Change

As retail financial services rapidly migrate from the physical world to the digital, the market becomes more crowded and more competitive - and the role of marketing becomes more and more important in helping consumers find what they need. Adopting a genuinely marketing-led approach is a huge challenge that firms must tackle urgently.

Written by two of the UK's leading financial services marketers and rich in real-world experience and anecdote, No Small Change questions the fundamentals of the ways that financial services firms engage with their customers, and defines all the key aspects of the new and dramatically-expanded role that marketing must play.

In this challenging and inspiring book, rich in personal experience and anecdote, Lucian Camp and Anthony Thomson define the key aspects of this new, genuinely customer- centric marketing. These include:

• Demystifying the task of building a brand in the financial services sector
• Defining a fresh attitude of mind to manage consumer distrust, rather than tackle the impossible task of restoring trust
• Developing the type of strong, distinctive purpose essential to build real consumer engagement
• Learning from the fast-emerging academic discipline of Behavioural Economics to create new levels of marketing effectiveness
• Understanding the extraordinary power - but at the same time the inevitable limitations - of the era of digital, mobile analytics and big data

Whether you're a financial services marketer still struggling to shake off the dreaded "colouring-in department" tag, a member of senior management trying to come to terms with the marketing-centric future of the industry or just an interested observer, No Small Change is a book that will transform your thinking