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Financial services marketing trends guide

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

How will this guide help me and my business?

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 and the incumbents seek to upgrade their legacy systems in order to meet the ever-increasing expectations of digital-savvy customers.

In this guide, we examine the key trends, customer behaviours and new digital innovations which are shaping the future of the financial services 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 help inform your digital strategy and keep up to date with unique trends which can shape future investments.

How is this guide structured?

The guide is structured according to a number of financial services marketing trends as follows:

  • Omnichannel marketing
  • Digital transformation
  • Content marketing trends
  • Improving organic search
  • Experience optimization and digital payment trends
  • Social media trends
  • Conversion rate optimization developments
  • Integrated customer relationship management
  • Customer retention and brand loyalty

Who is this guide for?

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

  • Marketing directors and CMOs
  • Digital marketer managers and e-commerce managers
  • Paid search and performance managers
  • Social media product managers
  • Product managers

The FS sector includes those services associated with managing money and personal finance. In the direct to consumer (D2C) market, this includes the following: insurance motor, health, life, home savings and investments, banking, and digital innovation. Relevant trends including blockchain, peer-to-peer, money transfer and the emerging ‘FinTech’ 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.

Latest updates

This guide has received a complete overhaul and features all-new trends for 2020/21. Attention has also been placed on the ongoing global health crisis and its impact on digital marketing, the finance industry and various other knock-on effects, such as an increase in e-commerce.

Resource Details

  • Format: PDF report
  • Authors: Dave Chaffey and Lyndon Baker, Smart Insights
  • Editor: Matt Chappell, Smart Insights



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