We’re seeing financial services brands leverage major sponsorships in pursuit of specific business objectives. For example, Visa, Amex and Mastercard recently activated their sponsorships of premium events to increase trial and use of contactless payments.
When done well, digital, self-serve financial education materials can improve customers' financial wellness, build consumer affinity for the brand and set the brand apart from its competitors. Here are some recent examples from top FIs!
Chase may be the first issuer to add contactless technology to the majority of cards, but Amex also appears on top of the contactless movement, particularly with its most lucrative portfolios.
Boost your payment strategy with Javelin's findings on consumer spending habits across three channels: in-store, online and mobile.
USAA Labs appears to be doing some really good work. However, the brand is not doing a good job at marketing its own product, representing a missed opportunity to harness customer interest and advocacy.
If you imagine a strategy for 2019 that hits the trifecta -- it builds relationships, it provides customers with clear value *and* it offers measurable ROI -- there’s a good chance that winning strategy is a content marketing strategy.
While many financial institutions attempt to market life stage banking products/services and implement effective migration strategies we haven’t seen any do so as clearly and effectively – or in such a “productified” way – as Bank of America.
Articles on payment trends for 2019 include warnings for big banks about how to keep up and compete. We’ve heard these warnings before, of course, and what’s often missing is a reminder about the vital role customer communications play in launching and maintaining payment products.
The financial services industry has seen a long line of “disruptors” emerge in the last decade. Often created by and for the Millennial market, these app-based payment and banking brands seek to simplify and streamline “traditional” banking products. These companies are not only providing alternatives for a generation that doesn't really trust big banks but also figuring out how to evolve with the changing needs of their loyal users.
With marketing that is consistent, compelling and relatable – particularly among its Millennial cardmembers– Amex brings high focus and a big investment to “Pay It Plan It,” which allows Amex cardmembers to designate purchases of all sizes for payment in new ways and with greater control.