What's New in Financial Services Marketing?<< Web-to-Bank | Main | Driving Consumers to Low Cost Payment Processing >> Asaf Buchner | June 06, 2006, 06:26 PM I went to an Advertising Club luncheon today carrying that title. It was interesting, but not shocking. For one, there was more focus on the online channel compared to last year’s event. Some interesting comments included: Laurine Garrit (TD Ameritrade’s CMO) spoke about marketing brokerage services when stocks are falling. In these times investors are insecure and scared and the messaging should focus on the advice that the brokerage can give them to sort out their investments. Giunero Floro (Ameriprise’s Head of Advertising, Branding and Media) talked about the hot topic of marketing financial planning to baby boomers, a generation that is not very trustful and does not have time to learn about their finances. Ameriprise responds by being personal, focusing on the positive, and developing relationships for the long run. Nick Utton (E-trade’s CMO) spoke about the importance of holistic measurement and the lack of mechanisms to account for the offline effect on online applicants (and vice versa). This is an area that I will be looking into later this year. |
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