Ross Cosner

The global financial footprint of younger high-income consumers is growing — and so are their expectations for self-serve, seamless brand experiences. Digital marketing leaders in wealth and asset management firms must adopt new tactics to cater to the needs of this next generation of wealth.

Rising gas prices spur consumers to use payment options that offer the best discounts. CMOs of banks, gas companies, and retailers with co-branded credit cards can use this research to better understand consumer purchase behaviors in response to changing market conditions.

Rising gas prices spur consumers to use payment options that offer the best discounts. CMOs of banks, gas companies, and retailers with co-branded credit cards can use this research to better understand consumer purchase behaviors in response to changing market conditions.

This research presents the rankings, key findings and recommendations for our Wealth and Asset Management Digital IQ Index. Digital marketing leaders can use this research to understand brand performance, stay ahead of key industry trends and inform strategic and tactical planning.

Digital marketing campaigns can generate high traffic, but low conversion rates, hindering return on ad spend. Digital marketing leaders should maximize performance with a well-articulated campaign strategy, content designed for conversion and reduced complexity of multistep campaigns.

CMOs of retail banks must understand their peers’ strategies and performance to maintain a competitive edge. Gartner’s research highlights trends from analysis of retail banks across digital marketing channels, social media, brand sites and the path to purchase.

Insurance CMOs face increasing competition, shifting distribution channel market share and changing markers for customer segmentation. CMOs must prioritize streamlined multichannel experiences and utility-oriented messaging to increase lead generation across agent and DTC distribution channels.

Customers feel increasingly disempowered financially due to information overload, income inequality, declining trust in institutions and growing economic uncertainty. Digital marketing leaders must support financial empowerment, resulting in a mutually beneficial outcome for the brand and customer.

Financial consumers seek control over their digital customer journeys. To empower them and reduce friction, digital marketing leaders must provide a combination of self-led and assisted channels that account for both self-service and self-support needs.

To prioritize digital self-serve channels, digital marketing leaders must reduce friction, facilitate self-led journeys and provide escalation pathways from self-led to assisted channels. Use this Tool to optimize self-led channels across website assets, online chat and social media.

Financial services CMOs face a changing industry, marketing function and value chain due to evolving consumer behavior, a growing fintech marketplace and declining brand loyalty and trust. We identify how traditional financial services CMOs can prepare for the continuing evolution.

Gen Z’s habits and values differ from previous generations and, as a result, financial services marketers need to change their tactics to engage with them. This report presents digital marketing leaders with best practices for creating partnerships to reach and resonate with Gen Z prospects.

Financial services companies are behind other industries in providing digital customer service, which is paramount as consumers continue to choose digital interactions over in-person visits. This report advises digital marketing leaders on the best methods to improve digital customer service.

Traditional financial services companies are at risk of losing prospects to fintech competitors offering personalized experiences. This report presents digital marketing leaders with best practices for personalizing site experiences to meet the needs of prospective customers.

Chief Marketing Officers at financial services companies are losing to aggregators for consumer attention. Marketing leaders for asset managers, insurance providers, retail banks and wealth advisors must adapt to compete and coexist with aggregators to win back influence over the customer journey.

Financial services struggle to appear in Google search results for nonbranded keywords. Marketing leaders must adapt by leveraging content publishers for prospect traffic, optimizing educational site content for search and aligning content creation with keyword strategies.

Wealth advisors, asset managers and private banks aren’t taking full advantage of conversion capabilities on their websites. Brands must assess these features, expand their functionality and promote them more strategically throughout their sites to improve conversion.