Financial industry marketers feel challenged to stay ahead of competitors and remain relevant to evolving consumer segments. We polled them about 2015 marketing plans – specifically budget, product/service focus, marketing mix, performance and measurement. See their responses in our first annual report.DOWNLOAD PDF
When we asked about measurement in our annual survey, we found that measuring ROMI has reached a near universal adoption rate: 94 percent of financial services marketers are measuring their ROMI, up from 71 percent in 2015. Yet, a majority of respondents are not maximizing their use of data and analytics, despite the fact that 98 percent say they rely on data and metrics to some extent to drive their marketing plans.
2017 Survey of Financial Services Marketers Marketing is having a big impact in the financial services sector. As a result, budgets are on the rise. As is autonomy: more and...
Our annual survey of financial services marketers confirmed a trend that’s a surprise to no one: Marketers are shifting away from mass media and investing more heavily in digital marketing. Fifty-three percent of bank and credit union respondents say they’re decreasing their budget allocated to mass media, and ninety-one percent of respondents are increasing their digital budgets.