Distribution, innovation and the consumer
As financial services diversify and consumers adapt to technological change, how can the individual firm stay ahead? Julian Saunders of Lansdown Conquest examines the future of the industry
Julian Saunders
It is truly a clich that the financial services sector has become one of the most rapidly expanding marketplaces for marketing communications in the past ten or 15 years (Exhibit 1). Its share of advertising expenditure has risen, it is the largest single component of the dynamic direct response business and it is the biggest user of telephone call centres, the sector of...