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.
6 Trends to Watch in Financial Services
1: AI-Driven Personalization
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:
- Analyzing vast sets of audience data to fine-tune segmentation strategies, thereby increasing the relevance of marketing campaigns to each customer.
- Studying the most successful marketing campaigns in detail to adjust messaging, imagery and layouts of subsequent campaigns.
- Using AI tools to recommend high-performing email subject lines and headlines.
2: Omnichannel Marketing
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 campaigns
- Digital advertising
- Direct mail
- Social media
- Video marketing
3: Content Marketing
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:
- “How to” advice about mortgage loans and retirement savings in January, when consumer interest in both topics climbs.
- Lifestyle content about credit card travel perks in June and July, when summer vacations are top of mind.
- Tips about consumer loans and credit cards in November, when holiday shopping reaches its peak.
4: Social Media Marketing
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:
- Hosting live webinars on LinkedIn about debt consolidation.
- Sharing personal finance tips via Facebook.
- Running ads on Instagram with offers that are precisely targeted by location, age, career and interests.
5: Video Marketing
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:
- Video profiles of local businesses and entrepreneurs.
- Stories that educate consumers about personal finance basics.
- Fun, humorous videos that seek to entertain while building brand awareness.
6: Marketing Minus the Mortar
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.
Marketing Solutions for Financial Services
The Taylor name is synonymous with financial services. On any given day, you will find our products and services in use nationwide at:
- The top 10 financial institutions.
- The top 10 asset management companies.
- The top 10 retail banks.
- The top 5 insurance companies.
- The top 3 credit unions.
Decades of experience supporting financial services providers enables Taylor to deliver a true omnichannel financial marketing solution – all through a single relationship:
- Data analytics
- Direct mail programs
- Display ads
- Email campaigns
- Social media integration, and more