What's New in Financial Services Marketing?

I recently had the chance to attend the The New York City Advertising Club's (www.theadvertisingclub.org) lunch seminar on the topic of ‘What’s New in Financial Services Marketing?'

The event featured a lively discussion of new advertising forms, the difficulties of reaching audiences, and the challenge of making messages relevant and interesting! The context was financial services, but many of the points made had wider relevance too.

The panel was top-notch and appropriate for the discussions at hand: Nick Utton (Chief Marketing Officer, E*Trade), Laurine Garrity (Chief Marketing Officer, TD Ameritrade), Nancy Friedman (VP Advertising, Visa), Guinero Floro (Head of Advertising, Brand and Media, Ameriprise Financial Services) and Brad Jakeman (MD Global Advertising, Citibank).

Overall, the speakers felt that while consumer marketing of financial services had come a long way and was now as effective as it’d ever been, serious questions still remained about what was really working, and how the increasingly complex and changing consumer and technological landscapes should be best tackled.

Here are some of the themes that came through: