Attention: Banks, Financial Service Providers and Analysts, Technology Vendors, Marketers, Advertising Agencies, Portals and Financial Content Sites.
The Financial Services report analyzes the complex and far-reaching changes that are reordering the fundamental rules of how financial services communicate with—and market to—their customers. While the Internet offers many opportunities, it also presents many new marketing challenges. The online finance user is generally younger than the traditional finance customer, necessitating a change in marketing message and tactics. And the ease of obtaining a financial product online has a flip side: Its easy for consumers to switch. Already among the Internets largest advertisers, financial service marketers are spending ever-increasing amounts of money to better understand the role of search in not only researching, but also ultimately purchasing a financial product. At the same time, security concerns threaten to hobble the growth of online financial services altogether. The fact that consumers are increasingly concerned about managing sensitive financial information
online cannot be ignored.
Key questions the Financial Services report addresses:
- How much are financial services companies spending on Internet advertising?
- To what extent should these companies address consumer security concerns in their marketing?
- What is the role of search marketing?
- How are banks reacting?
- How are insurers adapting?
- How are full-service brokers competing?
- And much more…
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