This document summarizes insights from interviews with financial marketers about current and future trends in financial media and marketing. Key findings include: - Financial marketers are increasingly relying on earned media over owned and purchased media. - Marketers want more measurability from media companies and better targeting capabilities. - Social media, mobile marketing, and search engine optimization are seen as increasingly important areas for investment. - Data analysis skills and content creation are in higher demand among marketers, while print production and administration roles may decline. - Regulation is viewed as having a greater influence on financial marketing in the future.

1. Bill Wreaks
CEO & Chief Analyst
The Gramercy Institute February 6, 2012

2. Copyright©2012, The Gramercy Institute

4. Participating Brands...

9. IDI TAKE-AWAYS:
Media Relationships
• Considering Owned, Earned and
Purchased…
• 100% of Financial Services Marketers
Interviewed Said That Financial Services
Marketers Will Rely Most Heavily on
“Earned” Media Within The Next Five
Years.

10. IDI TAKE-AWAYS:
What Financial Marketers Want
• The Most Prevalent Financial Services
Marketers Want/Need is More Measurability
(90%)
• The Second Most Mentioned Need is Effective
Targeting
• All Agree That These Needs Will Increase/Be
More Acute in The Next Five Years
• Most Feel They Are Not Getting What They
Need or Not Getting it The Way They Need It
From Media Companies

11. IDI TAKE-AWAYS:
Financial Marketers Want
• Increase Availability of Custom Program
Creation.
• Partnerships in Creating Content and
Custom Programming Are Key.
“Media companies must be flexible if they
want to journey with me.”

12. IDI TAKE-AWAYS:
What Marketers Want From Agencies
• For Agencies To Be More Multifaceted, Not
Just, for example, “An Online Specialist,”
But Knowledgeable in All Media.
• “Know More Than I Do About Target
Audiences.”
• Financial Marketers Want Agencies With
Product Knowledge. Turnover In The
Agency World Is a Real Training Challenge.

13. SPENDING & INVESTMENT IN
FINANCIAL MARKETING

14. % Believe This Media Is Extremely Important/Very Important Now 2 Years
Business Social Networks 21.4 60.9
Mobile Marketing 32.6 69.1
Free App Tablet Marketing 14.3 48.8
Search Engine Optimization 62.8 78.5
Email Marketing 65.5 64.3
Own Company Websites 86.5 88.1
Print Collateral 55.8 36.6

15. % of Financial Marketers Who Believe Media
Spending Will Increase In One Year
Own Company’s Website 80.0
Mobile Marketing 87.8
Search Engine Optimization 85.0
Business Social Networks 66.7

16. SOCIAL’S ROLE IN FINANCIAL MEDIA

19. MEASUREMENT OF
FINANCIAL MEDIA & MARKETING

20. Measurement Becomes Ever More
Important to Financial Marketers
• Percentage of Respondents Who Believe
“Media Measurement Is/Will Be Extremely
Important to Your Company”
• Today 31.7%
• In 5 Years 58.5%

21. Less Room For “Gut Instinct” in
Financial Marketing
• Currently, 87.8% of Respondents Believe That
Gut Instinct Is Used In Media Strategy
Decisions More Than 20% Of The Time.
• In 5 years, Only 56.1% of Respondents Believe
That Gut Instinct Will Be Used In Media
Strategy Decisions More Than 20% Of The
Time.

22. % Financial Marketers Who Feel The Following
Media Types Are Extremely/Very Measureable
Email Marketing 82.0%
Online Ads Served by Third Party Sites 71.2%
Search Engine Optimization 71.8%
Your Own Site 71.0%
Webinars 67.5%
Print Collateral 12.9%

23. Using Data Better In the Future
• Currently: 21.9% Feel That Their Company’s
Use of information Gained From Media
Measurement is Extremely Effective or Very
Effective.
• 78.0% believe That In 5 Years Their Company’s
Use of Information Gained From Media
Measurement Will Be Extremely or Very
Effective.

24. More Accurate Measurement
In The Future
• Currently 44.7% of Respondents Believe That
Their Media Efforts Are Accurately Measured
60% of The Time, Or More.
• In 5 Years, 95% Believe That Their Media
Efforts Will Be Accurately Measured At Least
60% Of The Time.

25. FINANCIAL MEDIA MANAGMENT

27. Financial Marketer-Agency Relations
• 71.1%of Respondents Believe Companies Will
Retain More Outside Services in 5 Years.

28. For Hire: Financial Marketers
• 34.2% of Respondents Believe Their Company
Will Increase Marketing Employees In One
Year, While 76.3% of Respondents Believe There
Will Be An Net Increase In Marketing Jobs At
Their Companies In 5 years.
• WINNING AREAS: Data Analysis, Web
Development/Design, Social Media & Content
Development/Writing
• LOSING AREAS: Print Production, Administration
and Management

29. % Financial Marketers Who Feel the Following Job
Areas will Increase at Their Companies
Data Analysis 78.9%
Web Development 65.8
Social Media 60.5
Content Development/Writing 63.2

30. NEW TECHNOLOGY &
FINANCIAL MEDIA

32. “Several Specialist Agencies”
• Marketers Retaining Several Specialist Agencies Is
Currently The Relationship Structure Of Choice For
Financial Marketers And Will Continue To Be In 5 Years.
• Currently 71.8% of Respondents Believe This Is The
Structure of Choice.
• Based On IDIs, We Are Seeing The Industry Pendulum
Swinging Back In The Direction Of “One Stop Shopping
And Consolidation of Services.”
• 59.0% Believe This The Structure of Choice Five Years
Into The Future

33. REGULATION’S ROLE IN
FINANCIAL MEDIA

34. Regulation’s Effect
On Financial Marketing
• 25% Of Respondents Believe Regulation Has A
Significant Effect On Financial
Marketing, Currently
• 42.4% Of Respondents Believe Regulation will
Have A Significant Effect In 5 years

35. WHAT RESONATES WITH
FINANCIAL MARKETERS

37. Thank You
Bill Wreaks
CEO & Chief Analyst
The Gramercy Institute
bill@financialadvertising.com
www.financialmarketer.com
212.753.5131