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The importance of clearly pale in comparison to the prestige they've careful-
ly cultivated when it comes to their physical spaces and
an effective digital experiences. So, what is the best strategy to enhance this
area of the brand? Let’s explore.
hospitality strategy Digital hospitality under the microscope

The importance of a digital hospitality strategy accelerat-
ed during the pandemic. During this time, many compa-
nies utilized a myriad of virtual tools to ensure effective
operations and minimal disruption during a team when
the broader world shut down. It had a monumental impact
on how we work and collaborate.

But are these tools still relevant today? I believe users
have higher expectations of the brands they engage with.
They expect a seamless experience across all digital touch-
points. That's digital hospitality. When done well, digital
hospitality creates on-brand, personalized, frictionless
and engaging experiences. The benefits are infinite: great-
er customer satisfaction, differentiation from competitors,
and enhanced brand loyalty.

That is the positive, but I must be clear that many digital
experiences do fall into the trap of being scattered and in-
By Matt Ryan consistent. Many FIs today utilize multiple platforms and
Reef channels that don’t always integrate with each other. This
means limited control over branding, analytics and, ulti-
financial institution’s (FI) brand is about so mately, experience.
much more than just its logo, tagline and social
media handle. It is about the experience it gives Similarly, many organizations also operate in silos, with
A to its clients. This is the primary way its clients different departments using disparate platforms, such as
and customers are truly able to connect with it. one tool for webinars, another for surveys, etc. While an
audience engagement platform might be seen solely as a
While many leading FIs have invested in state-of-the-art marketing solution, it can add value all across the business
office spaces designed to wow prospects and give the best from training and onboarding to sales demos, thought
first impression, this experience often falls short in the leadership content and communications. If FIs take a ho-
digital realm. listic approach to audience engagement, creating unique
experiences for both internal and external audiences,
Take for example an investor meeting or an annual gen- they’re able to gain access to valuable insights and make
eral meeting (AGM). In many cases, FIs might default to better data-driven decisions.
generic virtual platforms or online conferencing tools that
Defining a digital hospitality strategy
Call me today! The first step in shaping a digital strategy is to create a
Let me help you single online destination for all content, whether it's live,
with your gated or on demand. By implementing a single sign-on so-
advertising lution and removing the need for users to fill in a new
form for every piece of content, institutions reduce friction
success. at every stage of the journey to build a smoother, richer
707-284-1693 experience.

The next step is to allow audiences to explore content on
their terms. By removing rigid, predefined marketing fun-
nels, brands put their users at the center of the experience.
The easier it is for visitors to access what they want, when
they want, the higher the chance they could dig deeper.
R R ick Aston Staying with the content theme, people enjoy a wide range

Senior Media Partnership Specialist of diverse types of content. We’ve seen how the media
Rick@greensheet.com landscape has shifted over the years, and people now con-
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