Implement research-driven, customer-centric marketing to truly optimize your finance or bank marketing strategy and compete in a competitive digital landscape
A recent study of challenger bank marketing tactics caught my attention since it highlights the digital disruption in the financial services industry. What can businesses learn from this challenge in a situational analysis of their own environment, and how can marketers optimize their financial services marketing using this research?
If you're a marketer in the finance sector right now, you will have witnessed huge changes in the industry in the last 12 months alone, with more customers making financial decisions online leading to increased competition and challenges for financial services and banking industry marketers in both the macro and microenvironment.
Therefore, using research such as the challenger banks case study below can help you structure a winning marketing strategy. As we know, the first stage in a marketing plan is…
Marketers face their own particular challenges when it comes to digital marketing for financial services
It’s not exactly considered the sexiest of industries but digital marketing for financial services is a necessity – your customers are living in a digital world, so that’s where you need to be as well. The question is, how do you compete as a finance firm against influencers, funny viral videos, memes? How do you engage your audience and keep them interested?
It can sometimes be difficult to know where to start, so, in this blog post, I’m going to share my top tips for financial services digital marketing.
Before you get started with digital marketing though, make sure that your firm is in compliance with any online promotion laws; whether there are special regulations for running a contest on social media or for data collection, it’s always best to check and protect yourself.
And now, let’s get…
What’s the secret to a successful finance content marketing strategy? Find out with our 8 foolproof tips.
The finance world can be a tough place for a marketer. Creating inspiring finance content marketing that communicates your brand's messages, engages customers and keeps the compliance team happy is a tough nut to crack.
But fear not - there is a way to tick each of those boxes, and it’s all about taking a planned content-led approach.
Finance content marketing for brands
We’ve found that telling stories delivers particularly brilliant results for finance brands. Combining crucial strategic vision with user-friendly design opens up big possibilities for creative, shareable and high-impact finance content marketing.
Want to know how you can achieve this too? Take a look at our eight best-practice guiding principles when creating any kind of content marketing for a finance brand.
1. Directly answer customers’ financial questions
Using search insight and research data to find…
Best practice UX, UI and design principles from inside and outside the world of financial services
Finance is something that affects all of us is one way or another nearly every day of our lives. As the internet has continued to grow and give rise to new platforms, mainstream banks and emerging players alike are giving consumers more choice than ever to bank, save and manage their finances online.
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Mobile, in particular, has opened up many new opportunities to interact with our finances. At the touch of a button (or fingerprint), we can pay for things on the go (e.g. Apple Pay), make quick and easy payments, manage our budget and review spending by category:
Three ways financial services companies are leveraging AI to enhance the customer experience
Artificial intelligence is having a transformative impact on industries and sectors across the world. From retail to manufacturing, advanced AI technology has already changed how we interact and do business with one another. This trend is only going to continue and whilst some worry about a Terminator-style apocalypse, many are looking more optimistically at the opportunities ahead.
The financial services sector has experienced some really interesting developments over the last five years. Changing regulatory compliance requirements and shifting customer demands mean that financial services companies are turning to new technologies to manage different challenges and opportunities. Many of these can be grouped into three broad areas:
Combating fraud and financial crimes
Managing credit and regulatory risk
Enhancing the customer experience
Within this post, I’d like to look at some of the ways financial organizations are using AI to enhance the…
How financial services firms can harness the digital revolution
Consumer expectations are growing. Recent research suggests that given the chance, over half of financial consumers would opt to bank with Amazon. Why? Because a company famous for delivery innovation, outstanding customer service and indeed, thinking outside the box, has fundamentally disrupted the service industry, reinventing what it means to provide a best in class customer experience. We believe that in the age of the expectation economy, there is much that retail giant Amazon and disruptors like it, can teach brands about what it means to provide an outstanding experience and stand out from the crowd.
There is no shortage of commentators noting that the retail banking is set for change with a new breed of innovators entering the industry. It’s not only Millennials that are demanding more Amazon-like experiences from every service provider and banks need to catch up quickly. All customers…
Chart of the Day: Key Financial Services Industry Marketing Trends
There were 347 million mobile payments made via banking apps in 2015. This is a rise of 54% compared with 2014. In addition to 417 million payments made via internet banking in 2015, a modest 2% rise from 2014.
The chart comes from a report by BBA, which is the UK's largest trade association for the banking sector. The report found:
With 40,000 financial app downloads a day in 2015, this is a 25% increase on 2015. The question for the beginning of 2017 is, what will 2016 show?
There were also 4.3 million mobile banking logins in 2015 and 11 million app logins a day.
There were 15 million Contactless cards issued in 2015 and 250% annual rise in spending using Contactless cards.
There were just 71 bank branch visits a day in 2015.
Content marketing best practices and examples for financial services
It’s important to review how content can be used effectively in your specific sector. In this article I will review content marketing approaches for financial services, a sector I'm involved with.
Each industry sector has its own unique traits and idiosyncrasies and financial services is certainly no different. In fact, due to the complex nature of many financial products, the challenges of creating engaging content and an increased focus on compliance and regulation, one can argue that content marketing for financial services companies is a particularly tricky discipline to master.
Nevertheless, despite the challenges that exist within financial services there are also considerable opportunities that content marketing can exploit if planned and executed effectively.
I would suggest that the steps for establishing a content marketing process is very much the same as it is for any other…