Consumers today want to be able to connect with brands, have access to always-on content and reach the answers they need, fast. And in the current crisis, that connection is more important than ever. But people don’t typically hear much from their insurance providers and that has to change. At the Global Insurtech Summit in London earlier this month, everyone was talking about how insurers need to embrace the customer experience revolution.
It was in June 2008 that I joined the marketing department at large wealth management firm. Barely three months later, the world had changed. Investors endured significant portfolio declines in the following weeks, and financial advisors, wealth management firms and other financial services companies scrambled to pick up the pieces.
It can seem like there’s no playbook for the COVID-19 crisis, but more than ever it’s crucial to communicate with clarity, conviction and purpose. We have pulled together actionable insights in a helpful content marketing guide.
Marketers will be familiar with ‘the funnel’ – the marketing model that maps out the theoretical, simplified customer journey towards the purchase of goods or services, originally conceived by American advertising advocate E. St Elmo Lewis back in 1898. The funnel narrows from lead generation at its top, through consideration to conversion: the sale.
How to build a content marketing for events strategy in financial services.
The transforming demographics of global wealth provide an exciting opportunity for financial services marketers ready to fully embrace change and capture a new wealth audience.
In this the second part of a two-part series we examine the forces at play, from the concentration of wealth in the hands of women to the impact of an increasingly entrepreneurial culture, and the shift towards greater diversity, both within societies and in terms of global wealth distribution.
In part one, we explored the effect of the wealth audience shift to Generation X and Millennials. If you missed it, read it here.
Thought Leadership. Everyone does it, right? But not everyone does it right. Executed well, thought leadership content can create a competitive advantage in a crowded field, influence the decision-makers that matter, and generate leads for your business.
The creation of insight rich content remains a rewarding way for asset management companies to demonstrate their expertise. The trick is to make sure that your messages aren’t muddied by the sheer volume of providers saying the same thing.
Women now control 40% of the world’s wealth. It should come as no surprise therefore to financial service marketers that women are worthy of serious marketing attention and spend.