PegaWorld 2018: The Challenge of Marketing in Regulated Industries (Presentation)
In any industry, marketing is a challenge – consumers have been over-targeted, super-saturated, and bludgeoned by advertisements – so even the most relevant messages can get lost. But in highly-regulated markets like banking, insurance, or healthcare, practitioners face larger hurdles. Compliance with regulation around topics, data, intent, permissible use, and transparency can put industry marketers as a relative disadvantage… like heading into a boxing match with one hand tied behind your back. In this session, marketing leaders will break down the challenges they face daily. They’ll discuss how they stay in compliance, how they stimulate innovation, and how they approach technology investment in an ecosystem where regulation makes it hard to stay on the cutting edge, ahead of the competition.