Customer personas have a real Marmite quality with content marketers. But that’s only because of the quality of the insight, analysis and production values that are used to bring these customers to life.

To truly understand the WHY, we need to use qualitative techniques that unpick customer needs.

Why relying on just web analytics to create your insight could be dangerous.

Money talks. So how can banks continue to communicate with customers on an emotional level as technology continues to increase the physical divide?

The Internet of Things (IoT) is one of the most ubiquitous forces of the day. If a ‘thing’ can support an IP address – and most products you will ever buy can be embedded with a chip to enable internet connectivity – then IoT is probably on its way. An estimated 50 billion IoT devices will be connected by 2020.

In May 2017, the International Accounting Standards Board (IASB) finally issued IFRS 17. Billed as the first truly global accounting standard for insurance contracts, it represents a new era for users and preparers of insurers’ financial statements. Eleanor Hill looks at the key differences between it and its predecessor, IFRS 4, and how the new standard will impact the insurance industry.

From blockchain to open APIs, financial technology is evolving at breakneck speed. Yet few marketing professionals have time to stop and evaluate the impact that new technologies will have on them, their role, and the brand stories they tell.

As the Bank of England acts to prevent consumer lending overheating, FS marketers should look for opportunities in changing market conditions.

When the Financial Conduct Authority (FCA) launched its market study into the UK asset management sector in November 2015, a storm cloud began brewing over the industry. Now, 19 months on, the city watchdog has published the report and confirmed the ‘remedies’ it wants to see put in place.