Editor’s Note: Financial Services Marketers Lead the Way Into New Era1 Aug, 2013 By: Thomas Haire Response
For years now, Response has been covering the world of financial services marketing. Such major players as Ameriprise, Capital One, State Farm, Esurance, Nationwide and more have graced our cover and shared their stories.
It’s no wonder. As the marketing world has moved forward into this multi-channel age, financial services marketers have been leaders in combining direct, digital and data-driven marketing into powerful campaigns that not only drive leads and new customers, but also help keep those customers engaged and happy.
Just flip the pages of this issue for some perspective. From the combined DRTV, Web and agent efforts of Annuity.com to the concepts behind companies like Rapid Financial Services and AccuQuote, these leaders are combining different facets of marketing to create multi-channel campaigns like never before.
While product marketers have also been able to tap into varied measurable marketing plans to help drive sales, it’s often that marketers of services — be they financial or otherwise — must be even more creative in combining the power of the Web, TV, mobile and customer data to power their campaigns. After all, when you’re selling something that isn’t fully tangible to consumers, the need for more creativity — both in message and in measurement — becomes even more pronounced.
Do consumers know what an annuity is? If so, do they understand how it can help them? Do small business operators know there are options for funding out there besides traditional bank loans? How can consumers tell the difference between quotes from all those insurers? How do consumers decide on the best credit card opportunity? Where can consumers go to understand how their retirement plans should look based on their age and income?
While, for the marketers, the answers seem obvious, consumers tend to see these as complicated questions that can create fear and apprehension. They need marketing that not only helps them understand the answers, but also breaks down those walls and creates a sense of comfort in order to drive response.
The best financial services marketers today understand that the only way to communicate with those consumers is via a widespread plan that encompasses solid messaging and outreach across various media — along with a customer service team that continues to speak the same language. Direct, digital and data-driven marketing is the natural fit to accomplish those things — and more.
— Thomas Haire, Editor-in-Chief