Financial Marcomms Leaders See Shifting Strategies and Priorities

New Study from Financial Narrative Explores Financial Marcomms in a Post-COVID World

Financial Narrative, a community of the world’s leading marketers and storytellers from banks, asset and wealth managers, capital markets participants and fintechs, announced findings from its annual Financial Marketers’ Index, which examines shifting priorities and strategies for financial marcomms leaders.

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The study, sponsored by LinkedIn, Acrisure, and Vested, and conducted by leading insights agency, Opinium, surveyed 105 financial marcomms leaders to understand how they’re adapting to change after a year of disruption and social changes, and trends across finance. Key findings from the study include:

  • Over half of respondents (55%) believe that there is a talent shortage for marcomms in the financial services industry—30% say it’s a major problem.
  • The most in demand skill sets in marcomms for financial services are digital marketing (39%), quantitative analytics skills (26%), external comms (11%) and marketing strategy (11%).
  • Only one in three leaders are empowered to offer benefits that will retain/attract top talent well. Leaders have shifted priorities significantly towards retaining existing customers and aligning their brand’s promise with customer experience, as normal marketing activities have started to resume.
  • As priorities have shifted to external marketing activities, there has been less of a focus (or need) for pivoting strategies or on internal communications, and both see a drop in their perceived success rate.

“It’s clear that marcomms leaders in financial services are experiencing rapid change,” said Elspeth Rothwell, Financial Narrative Board Member & CEO of Vested UK. “We look forward to this study providing valuable insight that will help CMOs and CCOs to prepare for 2022 and beyond.”

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