Brett king
Brett King (born April 24, 1968) is an Australian author, speaker and advisor to the banking sector. King popularized the topic of point-of-impact marketing.
He is one of the founders of the International Academy of Financial Management a professional association for the financial services sector, and runs a consultancy strategic advisory firm called UserStrategy.
Viewpoints
King refers to what he calls "Three Phases of Disruption" in the financial services space. Firstly, he identifies the commercialization of the Internet - and the subsequent impact of Internet banking on customer transaction behavior. Secondly, he discusses the impact of the so-called "App Phone" and how mobility in banking will further marginalize traditional banking channels. Lastly, he identifies the emerging space of mobile payments such as Square and Contactless RFID payments being integrated into mobile phones. He claims these disruptions will result in the disappearance of cash and cheques/checks, along with most branches disappearing.
Additionally, King was the first to introduce the concept of point-of-impact marketing as a mechanism for evolving from the current dependance on traditional media (TV, Print, Direct Mail, Radio) to a more interactive positioning where customers perceive value in relationship selling. This has some synergy with Seth Godin's Permission Marketing approach, but is more focused on the role of financial institutions and retails utilizing technology innovations.
The Asian Banker journal cites King's book as one of the top three reads for bankers in 2010
Bibliography
Blog
King is a well known Blogger who's pieces appear on Huffington Post and the Internet Evolution online Magazine.
King's blog.
See also
- Malcolm Gladwell
- Seth Godin