Marketing managers in the financial services industry are placing an increasing emphasis on investing in digital channels, while print and TV are becoming far less popular, new research has revealed.
The State of Financial Marketing 2016 report by financial services marketing agency Yell Creative found that among the industry’s marketing managers who use traditional channels, 35 per cent of respondents are planning on reducing their print ad spend, 36 per cent are reducing their spend on TV and 21 per cent are reducing their spend on outdoor advertising.
Yell Creative director Nigel Roberts said there is a clear intention to increase spending on all forms of digital marketing, including websites, display and search.
“The survey found 68 per cent of managers plan to increase content creation, and even more on ensuring that content is promoted and discovered,” he said.
“Optimisation of on-site content is a big priority, with 79 per cent of marketers are increasing their investment here.”
The survey also found that just one in three marketing managers will increase their investment in social media management systems, with 55 per cent planning to keep their spending at current levels, while 7 per cent don’t view social media as a marketing priority.
“Financial services marketers have long had concerns about how to use social media, given the risks with managing reputation and around giving general financial advice, and many remain unsure how to use social media to maximise their brands and interact with consumers,” Roberts said.
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Spikes Asia today announces that the 2021 awards will take place in February, bringing them forward to the first quarter of the year. Judging for the Spikes Asia Awards, the region’s most prestigious creative branded communications accolade, as well as the Tangrams Awards and Young Spikes competitions will all take place in February 2021. In […]
Following a rigorous round of online judging by 133 industry experts, The Communications Council today announced that 88 finalists from 24 agencies on behalf of 36 clients have made it into Round Two of the Australian Effie Awards. Finalists will now compete for Effies, Australia’s only awards based on proven advertising effectiveness – across 26 […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]
WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured). The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]
Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]
Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]