One Trader at a Time
Customer’s digital journey
An agile content model
If you want to attract new customers with content, first focus on your best current customers. Give them confidence and competence. Empower them to use more of your products, then make them evangelists, so they’ll help spread the word online.
Our customer data and platform research pointed to a clear digital journey that required alignment. So, in addition to building and reconfiguring E*TRADE’s online investor education content strategy, we built an agile model for content publishing that has remained durable yet malleable for more than a decade.
DRUM’s content studio and publishing division aligned with brand efforts, built the appropriate personas and customer journeys, structured curricula — and produced the videos, series and supporting content to launch the effort.
To this day, success requires an in-depth understanding of the products, strategies and niches that traders and investors care about. It mandates that our team be composed of specialists and enthusiasts in the space. And that we live just as close to the financial markets and the E*TRADE product experience as our client does, creating a collaborative harmony only possible at DRUM.
Since our initial launch, E*TRADE has seen more account opens, greater utilization of E*TRADE products, and a greater frequency of trading activity. Better still, the content DRUM created has been used across channels to build trust, recognition and brand affinity over the last 13 years.