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Financial Services Marketing Trends Guide 2017

Our recommendations on the latest online marketing techniques for Financial Services businesses

In this guide we examine the key trends, customer behaviours and new digital innovations which are shaping the future of the Financial Services (FS) sector. This guide has been created to share examples of the latest trends used across digital media and technology  to improve reach, user experience and conversions. You can use this sector specific guide to enable you to inform your digital strategy and keep up to date with unique trends which will shape future investments.

In this guide, we examine the key trends, customer behaviours and new digital innovations which are shaping the future of the Financial Services (FS) sector. This guide has been produced to share examples of the latest trends used across the digital spectrum to improve conversions, user experience and to explore the latest digital marketing trends. You can use this sector specific guide to enable you to inform your digital strategy and keep up to date with unique trends which will shape future investments.

The guide explores trends, developments and digital innovations and how they apply to both businesses to consumers markets ranging from established financial services brands and new fin tech start-up’s to IFA intermediary market.

Who is this guide for?

This guide is aimed at these roles working in the finance sector including:

  • Digital marketing and e-commerce managers
  • Paid search and performance media managers
  • Product managers

The Financial services sector includes those services associated with managing money and personal finance. In the direct to consumer market this includes the following: Insurance Motor, Health, Life, Home Savings & Investments, Banking and Digital Innovation. Relevant trends including Blockchain, Peer to peer, money transfer and the emerging ‘fin tech’ sector. We also examine the impact of digital on the intermediary (IFA) market and for the benefit of the readers we have included case-studies from a range of product areas to maximise relevance.

Resource Details

About the Author

David Reilly is a digital skills strategist and trainer and author for Smart Insights, Econsultancy, The Drum and CMO.com. He is passionate about understanding and explaining new Internet marketing techniques and how they are adopted by inventive start-ups and established businesses.

What’s inside?

We explore recent FS marketing developments including:

  • Content Marketing – the importance of content and  underlying changes
  • Google AdWords and display – managing multichannel
  • SEO – Panda, Penguin and the ever importance of long tail planning
  • Apps and mobile first including new emerging mobile-first banks
  • User Experience and Conversion rate optimisation
  • Emerging technology – Bitcoin, Blockchain and digital share dealing
  • Social Media – Customer services and acquisition, paid social
  • CRM
  • IFA and investment adviser services

In many countries, the financial sector is facing significant challenges as new online services are created. In some, such as the UK, the government is actively seeking to encourage new entrants such as the new wave of challenger banks Atom and Modem and the incumbents seek to upgrade their legacy systems in order to meet the ever increasing expectations of digital savy customers.

The Financial services sector includes those services associated with managing money and personal finance. In the direct to consumer market this includes the following: Insurance Motor, Health, Life, Home Savings & Investments, Banking and Digital Innovation. Relevant trends including Blockchain, Peer to peer, money transfer and the emerging ‘fin tech’ sector. We also examine the impact of digital on the intermediary (IFA) market and for the benefit of the readers we have included case-studies from a range of product areas to maximise relevance.

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