Six out of ten financial institutions are planning to increase their investment in content marketing, according to the 2018 Digital Trends in Financial Services report published by Econsultancy and Adobe.
Data-driven marketing is a major trend for finance brands at the moment and is now regarded as the second most exciting opportunity available. More than a third are also placing a laser focus on personalisation, which is a much higher figure compared to other sectors.
The finance sector has traditionally been slow to recognise the importance of high-quality content in creating compelling experiences, but there are signs that brands are turning to the written word to improve their marketing output, though the report notes that video is not a primary consideration at the moment.
Banking providers want to ensure that their brand messages are consistent across different channels, and more than half say that getting a better understanding of how customers consume content on mobile and buy products on smartphones will be “very important” in the coming years.
Adobe’s Chris Young added: “Consumers will expect no less. In order to do that, senior leaders must continue driving their organisations to make better use of data, and orchestrate experiences so that the right content is delivered to the right person at the moment it counts.”
Young believes that banks must look to engage more people online as retail foot traffic continues to plummet, which may provide digital-only competitors with the chance to gain critical market share. Any online experience must also be centred on the customer to succeed.