'financial services marketing' in The MarTech Digest

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Banks & Credit Unions Must Join The Marketing Technology Revolution - The Financial Brand

From thefinancialbrand.com - June 6, 2017 6:27 PM

Only one in ten marketers in the Walker Sands study said they don’t need new martech tools (half the number of a year ago), and they are probably lying or delusional. The other nine out of ten marketers predict their companies will purchase at least one new marketing technology tool in the coming year.

In many cases, marketers will be replacing a marketing technology that they had previously purchased sometime within the past three years. That suggests that the martech landscape is so fluid and fast-changing that you can’t kick back and relax once you’ve pulled the trigger on a particular martech tool. The email platform you need today might not be the right one three years from now. Same thing for social media tools, data analytics, marketing automation, etc.

More than half of marketers who plan to purchase social media marketing (62 percent), email marketing (61 percent), content marketing (58 percent), ad tech (56 percent) and analytics (50 percent) tools in 2017 have already done so in the past three years.

Reality Check: To keep pace with the needs of your organization and the rapid changes in the martech landscape, financial marketers will need to be constantly evaluating — and reevaluating — their technology options. A once-a-year “annual check-up” won’t cut it.

Marteq's insight:

The financial sector is notorious for being the last ones on the block to adopt marketing tools and tech.

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Introducing a New Content Hub from LinkedIn Marketing Solutions: Financial Services

From marketing.linkedin.com - November 8, 2015 6:44 PM

Basically, we want to provide a destination within LinkedIn that offers both prospects and clients the ability to access thought leadership, best practices, case studies, and viewpoints around core topics that matter to them. Some of these topics include emerging trends, how technology is impacting their businesses, how to disrupt marketing from less of a push-and-pull experience and more toward a buyer’s journey, and how to create content that moves people through that journey.

This destination allows us to provide timely updates and thoughtful analysis. A formalized resource center for our clients. The need – the reason why – is that today, there’s really no one key area for this kind of information. If you look at Facebook or Google, they do have these financial-services pages. But they don’t really address these broader topics.

Where can people find all this new content? By following our LinkedIn Marketing Solutions: Financial Services Showcase Page, as well as subscribing to our blog series, along with the permanent destination.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

Marteq's insight:

This is fascinating, and a harbringer for LinkedIn marketing. Watch for it to spread to other verticals.

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Different Drivers of Change for CMOs in Financial Services - SiriusDecisions

From www.siriusdecisions.com - November 8, 2015 6:38 PM

According to the study, 37 percent of CMOs in the financial services industry identified “economic conditions” as the biggest driver forcing change in the way they market in the next two years. The financial services CMOs who cited economic conditions as the greatest driver of change were evenly split on the most critical externally facing change they need to make over the next two years. Half said it was revising their route-to-market mix, and half said it was shifting from product-centric marketing to audience-centric marketing.

The efforts to revise routes to market are heavily weighted towards challenges with improving measurement with in the marketing function. A combined 62 percent of industry CMOs stated that determining the correct measurements and getting closed-loop reporting were the biggest hurdles to revising the route to market mix.

For the financial services CMOs who identified shifting from product-centric to audience-centric marketing as the most critical change, a better understanding buyer personas and developing audience-centric content were stated as the biggest challenge by more than 70 percent of the respondents.

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

Marteq's insight:

More than personas: Personalization + Predictive.

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