Moving Finance Forward: A Guide to More Impactful Advertising in Financial Services

In every rela­tion­ship there are moments that matter. Milestones, sub­tle or mon­u­men­tal, that pull us clos­er togeth­er and shape what we mean to each other.

When we think back to many of these moments — get­ting a stu­dent loan, buy­ing a house, get­ting mar­ried, hav­ing kids — finan­cial ser­vices and insur­ance providers are on the oth­er side. Their prod­ucts give us the green light to go for­ward in life, and their advice makes us feel like we’re ready to do it right.

The dig­i­tal world is full of promise for these organ­i­sa­tions to enhance cus­tomer rela­tion­ships, but they’re not sure how to take advan­tage. In a 2018 trends report by Adobe and Econ­sul­tan­cy, 28 per­cent of finan­cial ser­vices adver­tis­ers list­ed opti­mis­ing the cus­tomer expe­ri­ence as their top pri­or­i­ty, but just 7 per­cent were con­cerned with “cre­at­ing com­pelling con­tent for dig­i­tal experiences”.

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