The financial services industry faces uncertain times in 2024. Wars, disruptive technologies, high interest rates, continued inflation and other factors will no doubt keep industry executives guessing. In a volatile and highly competitive environment like this, a sound marketing strategy can spell the difference between success and failure.
As we look ahead, it's important to take note of the trends that are set to impact the financial industry. In this blog post, we will outline the top six marketing trends that will shape the financial services industry in the U.S. during 2024 and beyond.
It’s critical that financial industry CMOs understand these trends – and know how to capitalize on them. Doing so will help them deliver better customer service, grow market share and drive revenue growth.
In 2024, advanced analytics and artificial intelligence (AI) will increasingly be used to help financial services companies understand customer behavior and preferences on a deeper level. This information will then be used to increase the performance of marketing efforts.
The Harvard Business Review offers some examples of what’s possible when “personalization at scale” is applied to marketing campaigns:
Another major trend in financial services marketing is the emphasis on omnichannel customer experiences. With the rise of mobile and online platforms, financial services providers are expanding their tactics beyond traditional paper-based touchpoints. For example, QR codes enable providers to engage with younger customers through omnichannel experiences while account information is shared seamlessly across the organization.
Watch for financial services marketers to provide – and customers to demand – a more seamless, intuitive experience in 2024 across all touchpoints. In fact, as explained in items 3-5 below, three of the channels on this list are trends in themselves.
Content marketing will continue to rise in importance as a strategy in the financial services industry. Firms have learned that they can build trust and credibility with their audiences through content marketing, particularly when seasonality is considered.
As noted by Smart Insights, consumers are naturally more inclined to need certain financial services at different times during the calendar year. For example:
Social media marketing is another trend that will shape financial services in 2024. With the rise of social media platforms such as Facebook, X/Twitter and LinkedIn, financial services firms can connect with customers in more meaningful ways — and help educate along the way.
Some examples suggested by the consumer financial education specialists at EVERFI:
Video marketing is a trend that is ready to soar in the financial services industry. Video offers a more dynamic, engaging way of communicating with customers and has been proven to be highly effective in building brand awareness and driving engagement.
As noted by The Financial Brand, video is especially powerful when used for storytelling. Watch for banks, credit unions and wealth-management firms to use video storytelling in 2024 as they seek to educate consumers and build relationships. Some examples include:
Trends 1-5 illustrate just how profoundly consumer preferences are changing. As noted by Kiplinger, banks are closing branches faster than they are opening new ones. Financial institutions are shuttering their brick-and-mortar locations in pursuit of the websites, mobile apps and other fintech (financial technology) innovations that younger customers crave.
With fewer branches, however, comes less foot traffic and fewer in-person interactions. For that reason, financial institutions are rewriting marketing playbooks that previously revolved around face-to-face interactions in the branch. Gamification concepts, innovative rewards programs and partnerships with institutions that still thrive on in-person interactions (e.g., colleges, car dealerships, real estate agencies) are expected to help fill the void in 2024.
The Taylor name is synonymous with financial services. On any given day, you will find our products and services in use nationwide at:
Decades of experience supporting financial services providers enables Taylor to deliver a true omnichannel financial marketing solution – all through a single relationship:
Looking for a marketing partner who can build your brand and create the seamless omnichannel brand experiences consumers crave? Contact a Taylor representative to learn more.