Study: Traditional Advertising Losing Popularity In Financial Services

Study: Traditional Advertising Losing Popularity In Financial Services
SHARE
THIS



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.

Please login with linkedin to comment

State of Financial Marketing 2016 Yell Creative

Latest News

Dear Internet – One Year On From COVID
  • Opinion

Dear Internet – One Year On From COVID

By Nisha Ridout, Senior Field Marketing Manager, Quantcast. Dear Internet, One year on from COVID 19 and we want to say a huge thank you.

Opinion

by B&T Magazine

B&T Magazine
Facebook To Release Clubhouse Competitor
  • Technology

Facebook To Release Clubhouse Competitor

Facebook set to release a Clubhouse competitor. That's an audio-based social media app & nothing at all to do with golf.

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.