The global fintech market size reached $111.8 billion in 2018, a staggering growth of 120% in one single year. 5,779 fintech startups were introduced in February 2019—and that was just in the Americas. Once you wrap your head around that number, combine it with the countless companies that are already established in the space, and the well-known traditional financial organizations throwing their hat in the fintech ring.
Welcome to the third and final installment of our series, The State of Fintech Marketing in 2019 and Beyond. While we may be wrapping up our conversation about brand authenticity and customer-centricity in our series, this theme will continue to be an ongoing and important theme here at CSTMR. Today, we’ll specifically address how fintech companies can leverage both authenticity and customer-centricity to connect with their audience and build loyalty in a virtual, highly competitive market.
In Part 1, we identified three key metrics to help measure brand authenticity in fintech marketing: interaction, engagement, and participation. In Part 2 of the series, we took a deeper look at the first metric, interaction—or the place where the relationship between your brand and target customer begins.
As a surface-level glimpse into an audience’s perception of your brand,
As fintech companies shift their marketing efforts toward brand authenticity and customer-centricity to earn customer trust, loyalty, and market share—how do they translate, measure, and analyze results in a meaningful way?
Last month, we launched a new blog series titled, The State of Fintech Marketing in 2019 and Beyond. In it, we asked a question that has the power to transform your fintech company from the inside out: In an industry that has thrived on physical, face-to-face interactions to establish trust, relationships, and integrity—how do fintech companies adapt their marketing strategies to capture the hearts and wallets of their target customers?
Today, we pose a related question with even greater implications: As fintech companies shift their marketing toward brand authenticity and customer-centricity — to earn customer trust, loyalty, and market share—how do they measure,
Fintech marketing rules have changed. Do you have the right tools for success?
In an industry that has thrived on physical, face-to-face interactions to establish trust, relationships, and integrity—how do fintech companies adapt their current marketing efforts to capture the hearts and wallets of their target customers?
With the start of Q4, it’s time to start examining and planning your marketing strategies for 2019. With the ever-changing market landscape, it’s more important than ever to keep current on the emerging 2019 digital marketing trends. As I look ahead there is one main theme I see weaving through all the other trends that are popping up. Authenticity. To win customers hearts and share of wallet brands and marketers to commit themselves to transparency and authenticity in all that they do.
As consumers are becoming more and more distrusting of advertising and marketing honesty is becoming critical for brands. From staying true to your brand, remaining clear, direct and calm, embracing open two-way communication both positive and critical on public forums, to developing a more human voice—transparency and authenticity need to be part of your strategy.
The three emerging 2019 digital marketing trends are nothing new. However, it’s the way they’re emerging, build off each other, the market and growing technology that makes them especially salient this coming year. And authenticity weaves its way through each and every one.
The great majority of consumers (86 percent) states that authenticity is an important factor when deciding what brands to support.(Stackla Report)
The Three 2019 Digital Marketing Trends in Fintech and Financial Service:
Customer-Centric Marketing – much more than Hello, <<name>>
At CSTMR this is nothing new. We put the customer at the heart of everything we do. You’re probably thinking this isn’t a new concept too. Personalization in marketing has been around for a while now. But now it is so much more than Hello, <<name>>. With all the new data there is much more targeting available to us.
Here’s why you should join us at The Forum 2018 May 7-9th in Las Vegas.
1) The latest financial marketing ideas, actionable insights and networking with peers!
The Forum 2018 brings specialists in banking, financial services, digital marketing and design explaining the “how to,” not just “why you should” — three straight days loaded with strategy sessions, killer keynotes, and in-depth workshops. The Forum 2018 Agenda.
2) Learn from the best in the business.
No one goes to a conference to listen to a bunch of consultants make sales pitches. Which is precisely what makes The Financial Brand Forum different. Our speakers never “sell from the stage.” When we build our agenda, we look for one thing only: the smartest teachers we can find — period. The Forum 2018’s world-class lineup includes speakers including, Guy Kawasaki, Randi Zuckerberg,
SXSW is back for 2018 with more FinTech and financial services events and programming than ever before.
With so much to do, see and experience at SXSW and the Fintech events, the CSTMR team has done some research and put together a FinTech round-up to help guide you and make the best of this year’s events.
We will be co-hosting the 2nd annual FinTech Luminaires VIP Party an exclusive, private VIP FinTech event during SXSW.
If you’d like to join us, please submit your request to attend.
Here is the full SXSW Fintech round-up schedule:
DUAL: Become a Machine Learning Expert in Under an Hour 11:00 – 12:00 pm
We’ve accelerated growth for Fintech and financial service companies at all stages of growth.
Whether it’s a humble startup, recently nourished with their first investment, or a blue-chip brand looking for exponential growth, both will likely hit a wall at some point. That’s usually when our phone rings looking for help.
Here are a few key questions to ask yourself:
- You’re short on experienced resources
Assessing the competition’s marketing efforts can be a heartbreaker. You know you need to establish/re-establish yourself but you don’t have the staff or expertise to pull off what you want to achieve.
- Sales pipeline needs priming and conversion rates are poor
When filling your sales pipeline and meeting conversion goals cause you to let out a “BIG SIGH! It’s equally heartbreaking to tinker with website copy, email marketing, paid advertising,
Having been personally involved in crafting Finovate pitches and having seen many dozen more, I know how exhilarating and scary it can be. You’re putting it out there, trying to communicate all of your hard work and vision to a room full of fintech practitioners, partners and investors (don’t forget the investors!), to tell them that you are the next big thing in financial services — all in seven minutes.
If just the thought of it makes you break out in a cold sweat, here are five tips to remember that might help you prepare for your big moment in the spotlight:
- Keep it stupid simple – I know, the saying is “Keep it simple, stupid” (KISS), but I prefer to take it a step further. Keeping it “stupid simple” doesn’t mean dumbing it down, but getting to the very basics of your offering.
FinovateSpring is just two weeks away, and today, announced the full presenter roster for FinovateSpring 2017. A solid list of more than 60 companies presenting with over 400 minutes of fintech innovation being presented over the two-day conference.
Finovate has also put together a great guide with an inside look into the presenting companies and their innovations, check out sneak peek blog series for more details.
If you plan to attend or just want to talk fintech marketing, send us a note so we can connect.