Marketing financial services: Data-driven financial services

This article previews the November issue of Admap, looking at what financial services brands must do to stay relevant in an age of fintech startups.

Data-driven financial services

Colin GrimshawWarc

Marketing Financial Services

This article introduces a series of articles on marketing financial services. Read more.

How do you market a brand in what is regarded by many as a toxic category?

It can't be easy for financial services marketers in that most mistrusted of all consumer categories - blamed for the global financial crash, reputations sunk by product mis-selling scandals, bank failures and online fraud. The category is also one of the most regulated in the industry, and subject to changes in national fiscal policy, central bank pronouncements on interest rates...

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