2024金融服务营销洞察报告：卓越策略研究

Financial services:Looking to the future In this environment, financialservices marketers must figure outthe best strategies for attractingand retaining customers. Today,that means building enduringrelationships focused on trustrather than transactions. It alsorequires the ability to pivot ascompetition and budgets ebband flow, while enduring greaterpressure than ever to deliverresults, efficiently. and offer pointers on creatingsuccessful financial servicesmarketing. Because the one thingthat remains crystal clear amidthe murky economic outlook isthat pulling back on marketinginvestments in uncertain timesleads to loss of share and profits,according to Nielsen and theBoston Consulting Group. Today, a range of economic factorsare creating striking challenges forfinancial services marketers. Quarter-to-quarter volatility,an uncertain interest rateenvironment, geopoliticaltensions, political turmoil, bankfailures, technological andgenerational change and otherfactors have placed the industryon edge and affected demand forfinancial services like borrowing,refinancing, insurance andinvesting. [All data from Quad Intelligencesurvey, March 2023, unlessotherwise noted.] This playbook draws on researchconducted with consumers andmarketers to provide insights The one thing that remainscrystal clear amid the murkyeconomic outlook is that pullingback on marketing investmentsin uncertain times leads to lossof share and profits. Finance industry intelligence to fuel market success Financial servicesbrands have increasedtheir marketing spend More recent economic uncertaintymay have resulted in lowermarketing spend for many, but thecurrent forecast is for ad budgetsworldwide to continue to grow,with global spending up 4.4% bythe end of 2023 and another 8.2%in 2024 to more than $1 trillion,according toWARC. (Ad spendingin the U.S. will make up about athird of the 2024 total ad spend.)The market research and analyticsfirm said that the ad market had“turned a corner.” In a Quad survey in early 2023,most financial services marketers— 66% — saw their budgetsincrease over the prior year. That’sa bigger percentage than of anyof the other business sectorssurveyed by Quad (insurance,telecom, retail/wholesale). Andwithin that 66%, the budgetincrease for most categories ofadvertising was also more robust. growth in ad spending in 2024,up 11.5%. “An analysis of [ad] spendby product sector showsthat financial services(+11.5%) is on course tobe the fastest-growingsector in 2024.” — WARC Takeaway:Take advantage ofbigger budgets to secure adbuys early and stake a place onconsumers’ radar in 2024 becausecompetition for ad inventory willbe intense thanks to all the factorsfueling the positive outlook forad spending throughout the year— including the U.S. presidentialelection, the Olympics and theUEFA men’s soccer tournament. Significantly, WARC’s reportpredicted that financial serviceswould experience the highest Where current spendingtrends are taking financialservices marketing More than half of the financialservices brands surveyed use print— direct mail and newspapers/magazines, and in that respectthey’re staying closer to consumers’actual media consumption thanother verticals. A recent report fromInsider Intelligence/eMarketercalledattention to a “mismatch” betweenmarketers who have wholeheartedlyembraced digital platforms andconsumers who are still spendingtime with traditional media like TV,newspapers and radio. Financial services marketers usea variety of channels to engageconsumers, per the 2023 QuadIntelligence survey, with the topfive being: “ In 2023, 74.6% of allU.S. ad spending will gotoward digital media,while U.S. adults willonly spend 62.1% oftheir daily media timewith digital.” 1Social media2TV3Email marketing4Newspapers/magazines5Direct mail — Insider Intelligence/eMarketer Print isn’t a standalone tactic forfinancial services marketers. Theyuse it as part of a multichannelcampaign, integrating it witha variety of other media. (Email,social media and display ads arethe most popular.) The top reasons financial servicesmarketers say they use direct mail: •Acquire new customers•Audience retargeting•To create interest. Takeaway:Financial servicesmarketers are sufficiently trackingconsumers’ IRL media habitswith multichannel campaigns.Opportunities exist to strategicallyintegrate print and digital channelsto build on that strength andincrease ROI. What consumers think The financial services sector hasa good reputation when it comesto handling personal information.According to Twilio’s 2023TheState of Customer EngagementReport, 56% of consumers saythey trust financial institutionsto responsibly collect and usetheir data — more than any otherindustry is trusted. Financial services marketers willbe happy to learn that most peoplelike getting messages from themacross multiple touchpoints: 87%of consumers surveyed as partof the 2023 Quad Intelligenceresearch said they find emailcommunications “extremel