Q2 2012 blue trophy

The “Best Content” series brings you a handful of the most thought-provoking and informative articles, webinars, and conferences related to Financial Services branding and marketing published over the last quarter, broken down into bite-size pieces for your convenience.

Financial Services Marketers Bank on Digital
This article from CMO.com discusses the need for financial services marketers to embrace digital trends in order to provide more personalized experiences for customers and as a result, engage more closely with them. According to eMarkerter.com, online advertising is expected to exceed traditional media for the first time, with a 23% increase in digital sales from 2011. Insights include key trends for financial services marketers to keep in mind in when developing marketing plans for the coming year. To successfully integrate digital, marketers must tailor content, deliver personalized experiences across multiple channels and use social media to build customer communities in order to gain deeper insights into their customer’s financial needs.

2. Financial Services Companies Ramp up Mobile Advertising
Participating in the mobile space is no longer a recommendation; it’s a requirement if a company wants to stay ahead of the curb, regardless of the industry. It seems financial services companies have received this memo. A new study, from Millenial Media, claims that 80% of mobile finance users own a smartphone, and financial services marketers have been able to target audiences who spend more time on mobile devices by placing ads on general interest sites rather than within more financially-focused spaces. According to the report, “Beyond finance content, [mobile finance users] spend time on apps and sites focused on weather (84%), maps (74%), general news (67%), sports info (58%), entertainment news (58%), and tech news (47%), amongst a variety of others.”

3. Repeat Yourself, Repeat Yourself: Repetition and Redundancy in Financial Marketing
This article from financialadvertising.com focuses on frequency as it relates to messaging in advertising. The author notes, “Frequency refers to the potential number of times people are likely to be exposed to your advertising message across a given period of time. You may also hear the concept of “frequency distribution,” meaning the varying percentages of an audience being reached.” If practice makes perfect, then shouldn’t the same principle apply to marketing messages? This is especially relevant to financial services brands that continue to communicate messages that focus on (re)building trust with key audiences. However, what exactly is meant by repetition in this context? This article breaks down the meaning of frequency in financial services advertising by presenting examples of successful campaigns from the past.

4. What is the Future of Financial Media?
On June 29, 2012, The Journal of Financial Advertising and Marketing will be hosting its annual conference, held at the New York Stock Exchange. The event will present a variety of panels covering topics related to financial services branding and reputation, social media, mobile and tablet, audience targeting, and popular media among other categories. Panelists include thought leaders from the nation’s top financial brands including JPMorgan Chase, TD Ameritrade, Prudential, and others. The event attempts to answer one key question, “What is the Future of Financial Media?”