Marketing in Motion: Shaping the Future of Financial Services

In December 2023, the Financial Communications Society polled over 250 client-side marketers from our community and made our inaugural Marketer Sentiment Survey available to other financial marketers through LinkedIn.

  • Nearly two-thirds of our survey participants focus on B2B marketing, with the remainder divided between B2C or B2B2C, and there’s a fairly even split in their geographic remit, with about half operating globally and the other half focusing strictly on the U.S. market.
  • The majority of respondents expect to grow their 2024 marketing activities in Europe (75%), UK (60%), and Asia (60%), while only 20% see an uptick in Latin America and even less in Middle East/Africa (10%).

The results of our Survey point to an optimistic outlook for 2024, with increased budgets, important brand-related projects, and continued dominance of digital media for reaching targeted audiences.

As we head into 2024, the landscape of financial marketing is increasingly defined by digital transformation and personalized customer experiences. Financial institutions are leveraging advanced analytics, artificial intelligence, and machine learning to deliver targeted, relevant content that resonates with individual consumer needs and preferences.

Moreover, the emphasis on transparency, trust, and ethical considerations continues to grow, with marketers prioritizing content that not only informs and engages but also upholds the highest standards of integrity and social responsibility. These trends reflect a broader shift towards more customer-centric, technology-driven strategies that aim to meet the evolving expectations of today’s digital-savvy consumers in a highly competitive financial environment.

On February 5, 2024, the FCS partnered with 2112 Communications to present our Survey findings in a virtual event, which also included a discussion with:

  • Leslie Walstrom, Head of Global Marketing at Columbia Threadneedle Investments
  • Kristin Slade, Head of Global Product Marketing, at T. Rowe Price
  • Paula Pullano, Head of Marketing and Communications, at BNY Mellon Wealth Management

Andrew Golding, Chief Strategy Officer for 2112, moderated the discussion. A video replay of that event is available.

Some of our panelists’ comments are included in the full Survey report, which you can download and read here.

Our thanks to Phil Hawkins and Andrew Golding of 2112 Communications for their partnership in creating our survey, presentation and event discussion.