Next Gen Financial Services Marketing: It's All About Content and Credibility

"Social media has been another nail in the slowly closing coffin of traditional media. The primary force behind four generations of advertising, outlets like television, newspapers, and radio are seeing a dwindling share of marketing budgets, hastening their decline. Last year, industry watchers projected more than 77 percent of ad spending in the United States - roughly $302.8 billion - would go to digital channels, according to EMARKETER analysts. In contrast, only $86.7 billion went to legacy media outlets. Nearly 80 percent of financial services advertising went to digital media, versus 20 percent to traditional channels."

"Spending money on digital marketing can feel like throwing money out the window - it's definitely going somewhere, but it's difficult to track the return on investment across multiple platforms. The anonymity of the Internet is especially frustrating in the financial services sector, where credibility and trust are vital. But some industry experts, like the specialists at SutchOne Group, are cracking the code."

Social media and digital channels are rapidly reducing the market share and influence of traditional media such as television, newspapers, and radio. Industry estimates show more than 77 percent of U.S. ad spending—about $302.8 billion—flows to digital channels, while legacy media received approximately $86.7 billion. Nearly 80 percent of financial services advertising shifted to digital, leaving 20 percent in traditional channels. Digital marketing often lacks clear ROI across multiple platforms, and online anonymity undermines credibility in the financial sector. Financial services historically targeted Baby Boomers with in-person trust-building, while Gen Z prefers transparency, financial education, mobile-first features, and values-driven services.

Read at USA Today