Recognizing that its target client base is rapidly adopting the use of tablet devices, brokerage firm Charles Schwab announced a new mobile marketing campaign designed to heavily invest in tablet advertising. The tablet ad campaign is already running on a number of apps popular among its clientele, including Bloomberg, The Wall Street Journal and Yahoo! Finance.
This focus on tablet advertising is part of a larger effort to implement a multi-channel campaign that caters to the varied electronic habits of consumers while updating the company’s brand and reputation with a new logo and other rebranding measures.
A spokeswoman for Charles Schwab noted that the company is seeking a more visible presence in several highly trafficked channels, including traditional media such as television and print. And, it now considers tablet devices a primary advertising channel.
Schwab’s new approach is more about mindset than functionality. Ultimately, the company is targeting increased engagement from consumers — particularly those reticent to put their faith in large financial institutions. In effect, the campaign invites consumers to take a more active role in their investment strategies and use all lines of communication in pursuit of this larger role. Tablet devices have the potential to become a significant part of that communication. Schwab’s advertisements are intended to convince consumers that they will reap better results by being more involved.
A Campaign for Greater Engagement
Schwab says its new campaign, titled “Own Your Tomorrow,” is an effort to foster greater engagement between investors and clients. In the end, the company wants its clients to be more involved in the management of their assets.
In recent years, investing consumers have become increasingly involved with their investments and money management, but many have struggled to find a financial professional who offers the level of attention and engagement they prefer. With the new campaign, Schwab is challenging investors to educate themselves by reading the latest investment news and learning basic investment strategy. The end goal, according to the ads, is that investors have greater confidence in their investment strategies because they are more involved in the process.
Schwab’s tablet ad strategy includes a mix of homepage takeovers, pre-roll ads and rich media tablet advertising.
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