The world of marketing is constantly evolving as marketers adapt to new technology and buying habits, and financial marketing can take advantage of these changes unlike other industries. The goal for financial marketers is to establish a long-lasting relationship with customers and to encourage as much feedback from them as possible. Using this strategy of constant, honest feedback, financial service providers gradually get a complete picture of their customers’ interests and habits while they’re in their most private and unguarded moments.
The latest tools that can be used to gain this level of trust make extensive use of mobile networking and modern Web protocols. Part of a financial marketer’s profession is learning the newest Web technologies and interactive marketing techniques. As with any form of marketing, learning as much as possible about the customer allows businesses to cater to a specific audience. It prevents wasted time, money and energy on ineffective marketing campaigns and useless software development.
Financial Marketing on the Dynamic Web
Terms such as “adaptive,” “responsive” and “interactive” get bandied about almost as often as buzzwords like “Web 2.0“ and “social media” did a few years ago. The truth is that websites simply have to be responsive or adaptive in order to serve their function, which is to active engage customers and encourage them to spend as much time on a website as possible. Dynamic, adaptive websites should encourage users to upload their own stories and experiences and share their thoughts on social websites and blogs. Filling a website with authentic, user-generated content is the best way to get free, natural backlinks and exposure on blogs and social websites without spending money or time on SEO work. In the world of financial marketing, this strategy translates to gaining more time to focus on data collection and analysis for more targeted messages through Web and mobile ads.
Even though everyone knows that mobile platforms are the most popular medium for Web access, businesses all too often fail to properly take advantage of this marketing channel. In 2014, more than one billion users access the Internet from a mobile device, and most people prefer to install apps with specific functions rather than search for Web pages in a mobile browser. In financial marketing terms, this fact means that an effective Web marketing campaign should emphasize mobile app development as much as data analysis and customer feedback. The tendency is for people to check their mobile devices more frequently than they check their desktop computers. This convenience factor gives marketers a chance to collect data regularly throughout the day instead of only a few times at the beginning and end of each day. Therefore, customer usage statistics model their behavior and preferences much more accurately.
Increased Interaction With Financial Marketing Websites
As Web technologies develop and mobile hardware becomes more and more powerful, the phenomenon of interactive websites is increasingly prevalent. With interactive Web content, financial marketing campaigns can inform potential customers about their services and encourage feedback at the same time. It’s just like having an interactive conversation with users.
The flow of information goes back and forth, and the longer users spend on a website, the more they learn about the products, services and company. This chain of events inevitably leads to trusting, loyal customers who actively seek out information and who are more likely to agree to receiving newsletters and promotional material. With this level of trust, marketers can use all the tools at their disposal to get their messages through to targeted, interested customers. Financial marketing is a three-step process of reaching customers, educating them and then analyzing their feedback and habits.