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Data Analytics And Marketing Automation Will Be Crucial For Financial Services In 2018

78% of financial services marketing and communications leaders from all over the world believe that data analytics will have biggest impact over the coming 12 months. 57% consider marketing automation as the technological development that will shape their marketing efforts in 2018 – according to the Cognito Communications and Marketing Survey 2017/18.

Respodents consider securing budget/investment (86%), adaption to disruption (83%) and adaption to technology (80%) as the great challanges to their marketing success in the upcoming year.

The report found that data analytics is the solution that will have the highest impact on communication and marketing in 2018 (considered as such by 79% of respondents). The second most influential trend is marketing automation, with 57% respondents agreeing that it will highly influence their marketing. Other important technological developments include AI and machine learning, although their impact is seen as less immediate.

The survey also showed that the majority of marketers are not satisfied with the quality of their content marketing. Thus, 61% sees content creation as a top budget winner for 2018. The other areas for which budgets are going to grow include digital marketing (56%), social media (54%) and digital advertising (48%).

The study also points to the increasing importance of LinkedIn among financial services marketing professionals. 85% say this social networking service is getting more important because of the effectiveness of paid campaigns and targeting. On the other hand, social media platforms such as Facebook (25%) and Instagram (22%) are not seen as crucial for financial services companies.

165 respondents from across multiple sectors including banking, asset management, wealth management, FinTech, insurance, technology and professional services across the US, EMEA and APAC were surveyed for the report.

Michał Pasternak

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