英敏特：2024金融服务营销趋势报告（英文版）（19页）.pdf

1、A look at how financial services brands are prioritizing consumer-centric value,seamless experiences,and the shifting of key consumer milestones in the year ahead and beyond.2024 Financial Services Marketing TrendsIntroductionSource:Comperemedia Omni 01/01/2021 to 10/20/2023 as of 10/20/2023,Industr

2、y overview for Financial ServicesThough marketing spend amounts dropped for every subindustry,overall the industrys strategy is primarily focused on banking and credit cardsCustomer-CoreEvoking the sentiment of the viral Internet aesthetic“Cottagecore”with a return to our roots,“Customer-core”emerge

3、s.Now more than ever,customer centricity is vital from messaging and pricing that emphasizes benefits over penalties,to products that are values-driven and better meet the needs of historically overlooked segments.Brands this year will prioritize and compete on how they choose to put their customers

4、 first.5As a way to boost revenue and offset risk,brands should consider the growing consumer interest in monthly subscription pricingSource:Mintel Reports,Investment Trends US,2023;Gen Z,Millennials and Finance US,20236%10%34%22%27%66%19%25%56%0%10%20%30%40%50%60%70%I would pay for a monthly subscr

5、iption to my bank toensure ESG-friendly practices with my moneyI would pay for a monthly subscription to getexclusive benefits for my financial productsI would be interested in bundling multiple financialproducts for a monthly feeSubscription Pricing Interest by GenerationGen ZMillennialsGen X and o

6、lder6Some fintechs have reframed fees as monthly subscriptions,while still taking advantage of a“no-fees”value propositionSource:Comperemedia Omni 01/01/2023-10/20/2023 as of 10/20/20237Citizens became the first US bank to offer touch card features to improve accessibility for visually impaired card