Westpac targets Australia's millennials with content marketing

The article outlines how Westpac, Australia’s oldest bank, is targeting millennial customers with content marketing.

Westpac targets Australia's millennials with content marketing

Brooke Hemphill

Few sectors are being disrupted by the millennial tide like financial services, and Westpac – one of Australia's biggest banks – is determined not to be left out at sea.

Millennials represent the top–line of sustainable customer revenue growth going forward, with KPMG research finding 86% of global CEOs, and 79% of Australian CEOs, are most concerned about how millennials' differing behaviours are going to impact their businesses in the future.

"(Millennials) have an extraordinary amount of buying power in the economy," said Ash Gray, head of youth and millennials at...

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