Lara Balazs, Senior Vice President and Head of North America Marketing at Visa, and Tim Holley, Senior Product Manager for Growth at Etsy, and Relationship Expert Tamara McCleary discuss “Mak(ing) It Easy for Customers to Make Your Brand a Habit” at Appboy’s LTR conference in New York City.
Tamara has a discussion with Lara Balazs, SVP of North American Marketing for Visa at the VentureBeat GrowthBeat: Summit 2015 in Boston, MA, discussing the power of convergence in mobile innovation along with the power of bridging gaps and earning trust.
For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.
This kind of convenience is powerful, teaching customers to expect frictionless experiences from the brands they engage with regularly. Meeting that expectation can be a challenge, especially for companies holding onto old ways of doing business. But the benefits of providing that kind of crowd-pleasing experience can be big: customers who are convinced to engage consistently with your brand are significantly more likely to stick around.
These challenges and opportunities were the focus of a discussion earlier this month at the LTR conference in New York City. The panel, The Power of Human Habit, featured Lara Balazs, senior vice president and head of North America marketing at Visa, and Tim Holley, senior product manager for growth at Etsy, and was moderated by relationship expert Tamara McCleary.
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The following is an excerpt from my July 27th article, Disruption in the electronic payment space: What do Visa, Odell Beckham Jr., and Drew Brees have to do with it?, as published at VentureBeat.com.
“As marketers we used to think of owned, earned, paid being discrete buckets, and now we acknowledge because of [mobile connectivity] they are completely blended,” said Lara Balazs, senior vice president of North American marketing for Visa, in an exclusive interview with VentureBeat.
As most companies recognize, the marketing world has changed drastically over the past decade. No longer can a company rest on owning the traditional TV, print and radio media space, because consumer attention is now drawn just as heavily to non-traditional outlets such as social media and on-demand video.
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