Cashing in on digital

How marketers in the banking and financial sector can safely increase the pace of their digital marketing.

Only retailers and auto makers spend more than financial services on digital advertising in the USA, according to a recent report from eMarketer. That spend will hit $US8.37 billion by the end of 2016, a 14.5% jump on the previous year.

There is more evidence that marketers from the financial sector ‘get’ digital. After all, it has become core to the modern financial institution. Online technology began as a way for banks to achieve cost reductions, matured into a way of selling to and servicing customers more effectively, and now is increasingly about creating the best customer experience.

Bank marketers typically have offers based on market data and the customer’s insights ready to deploy, as well as traditional marketing channels such as print and television advertising (and increasingly digital advertising channels like paid search or mobile advertising) but remain frustrated at being unable to respond quickly with their own digital platforms, primarily the corporate website.

As marketers you have to be able to respond to opportunity. You need to differentiate quickly in a world where financial services are being delivered by a broader set of companies that have fewer natural constraints.

How can you reach past this and digitally deliver the campaigns, offers and product innovations your customers want, without exposing your brand to any increased risk?

To find out how you can safely increase the pace of your digital marketing, download our eBook—Banking on disruption.