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The financial services marketing handbook : tactics and techniques that produce results
The roadmap to success for financial professionals using real-world examples, practical how-to's, and a structured approach to marketing strategy and tactics that covers the basics for beginners and inspires new ideas for marketing pros
The Financial Marketing Services Handbook, Second Edition gives sales and marketing practitioners the practical tools and best practices they need both to improve their job performance and their retail and institutional marketing strategies. The FSM Handbook guides marketing and sales professionals working in an industry characterized by cut-throat competition, client mistrust, transformative technologies, and ever-changing regulation, to understand the practical steps they must take to turn these threats into opportunities.
Providing invaluable information on how to target, win, and retain profitable customers, the book presents an overview of the basic marketing functions—segmentation, positioning, brand building, situational analyses, and tactical planning—as they relate specifically to the financial services industry. With up-to-date case studies, showing what has worked and, more tellingly, what hasn't, the book demonstrates how to effectively utilize the marketer's toolbox—from advertising and public relations to social media and mobile marketing.
* Discusses how social media (Twitter, Facebook, blogs, review sites) impact branding and sales
* Packed with new information on landing pages, email success factors, and smartphone apps
* Demonstrates how behavioral economics affect marketing strategy
* Case studies and charts are fully revised and updated
The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity without straining budgets. The first edition has become an industry-standard reference book and The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals even more of the information they need to stretch value from each marketing dollar.
eBook
The financial services marketing handbook
The financial industry is under intense pressure to improve profits, retain high-value clients, and maintain brand equity--without straining budgets. The Financial Services Marketing Handbook, Second Edition gives sales and marketing professionals the information they need to stretch more value from each marketing dollar.The Second Edition includes updated case studies and charts. This new edition looks at important topics in the industry such as: Real time monitoring of conversations (e.g., Twitter and Facebook) and the impact on branding and positioning; New info on landing pages, e-mail success factors; Behavioral economics to psychology of money and budgeting.
Book
Finding Your Niche: Lessons on Starting in the Financial Planning Profession
Cackowski discusses how financial planners find their own niche. When starting in the financial planning profession or launching a financial planning firm, many advisers are told that success hinges on finding a niche. As the saying goes, \"The riches are in the niches.\" Developing a niche for your practice may help you build something that can add a lot of value to a small group of people. Having a niche is important. It allows you to target your messaging, create service offerings that speak directly to specific needs, and build a referral network around a clear identity. But when starting out, it's equally important to remain flexible. Your niche isn't just what you choose--it's who chooses you. Here are a few key steps to finding or fine-tuning your niche.
Journal Article
Grow Your Practice by Finding Your Niche
McManus offers several tips for financial planners to grow their practice by finding their niche. To attract prospects, some advisers take a wide-net approach to marketing, offering their services to a large number of people in the hopes of attracting a few ideal clients. However, this approach can be inefficient and time-consuming. Instead, advisers can benefit from focusing their marketing efforts on a niche market. Niche advisers are specialists who solve specific problems for a select group of people with similar needs. Research has shown that advisers with niches have higher satisfaction levels, attract clients with higher income and net worth, and experience higher client growth rates compared to non-niche firms. To develop a niche, advisers need to identify a target market, ensure it will be profitable, and leverage their natural strengths to serve that niche. Specializing in a niche allows advisers to be strategic about the clients they serve and is particularly useful for those adopting a virtual mindset or seeking remote clients.
Journal Article
Adaptability factors and behavioral biases of investors in frontier markets: An adaptive market hypothesis perspective
The Adaptive Market Hypothesis (AMH) suggests that investors are imperfect but adaptive, allowing behavioral biases to persist and evolve over time. However, empirical research on how adaptability factors influence these biases in stock investment remains limited, especially in frontier markets. This study examines the impact of adaptability factors on herding (HRD) and overconfidence (OVR) biases among individual investors in Bangladesh, a frontier market. Employing purposive sampling, data were collected through structured face-to-face and online questionnaire surveys from 640 retail investors on the Dhaka Stock Exchange (DSE). Data were managed using the Statistical Package for the Social Sciences (SPSS) and analyzed using SmartPLS 4.0 for Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all the external adaptability factors ( social influence, consultation with financial advisors, and media ) positively influence herding, while the internal adaptability factors ( trading experience, self-reflection, and desire for learning ) positively influence overconfidence. Financial literacy negatively affects both biases. The study offers insights for policymakers, regulators, and investors on the cognitive and social elements driving biased investment decisions, especially in frontier markets. To the best of the authors’ knowledge, this study pioneers a market adaptability model incorporating novel variables, labelled ‘adaptability factors’, grounded in AMH and bounded rationality.
Journal Article
The influence of personality traits on investment decision-making: a moderated mediation approach
PurposeBehavioral finance proposes that psychology of the individual plays a vital role in investment decisions. Therefore, this study aims to examine the influence of one of the important disciplines of psychology, i.e. personality on investment decision-making by incorporating financial satisfaction as an intervening variable and gender as a moderator.Design/methodology/approachThe data of 406 valid responses were collected through structured questionnaires from individual investors of Indian stock market and analyzed using structural equation modeling. Several invariance tests were also conducted to perform the multigroup analysis of gender on the mediated model.FindingsThe results revealed that extraversion, agreeableness, conscientiousness and neuroticism significantly influence investment decision-making through financial satisfaction. While financial satisfaction significantly mediates the indirect relationships between personality traits and investment decision-making for both males and females, no significant differences among males and females were found in the mediated model.Research limitations/implicationsThe current study covers a limited geographical area of North India. In addition to this, it is cross-sectional in nature and incorporates only limited factors for predicting investment decisions.Practical implicationsThe study possesses numerous significant implications for financial practitioners, advisors, investors, academicians and researchers in the field of behavioral finance.Originality/valueThis study suggests a moderated mediation approach, which incorporates financial satisfaction as a mediator and gender as a moderator. To the best of the authors’ knowledge, so far, no study has been conducted in this context, and it will enhance the understanding of investment decisions of individual investors.
Journal Article
Exploring fire for financial independence retire early (FIRE): a netnography approach
Purpose
Consumers’ lifestyle and financial decision-making affects their overall well-being. This paper aims to explore the factors that motivate consumers to pursue the goal of financial independence and retiring early (FIRE).
Design/methodology/approach
Qualitative netnography was used to analyze FIRE-related discussions by FIRE-specific online communities. The findings were triangulated using inputs from in-depth interviews with 13 financial advisors.
Findings
Using conservation of resources as a theoretical lens, two factors were found to be the primary motivators driving FIRE attitude and subsequent adoption of FIRE behavior – “escapism & freedom from the current workplace & life space” and “concern for physical & mental well-being.” Four factors were found to influence the adoption of FIRE attitude and behavior: “individual characteristics” [do-it-yourself (DIY) and proactive attitude, the capability of frugal living and ability to plan, track, and review], “well-paying job,” “support from spouse” and “resistance from social groups.”
Research limitations/implications
Due to the nature of netnography, demographic details of the sample cannot be completely ascertained.
Practical implications
The findings suggest marketing strategies primarily to wealth managers for: shifting to need-based segmentation of FIRE participants, modifying offerings to involve co-creation and low-touch products, innovating pricing models, increasing distribution reach through digitization and increasing sales and lead generation through engagement.
Originality/value
This is one of the first studies to explore the factors driving the adoption of FIRE by general FIRE consumers and presents a conceptual model.
Journal Article
What Kind of Results Should You Expect from Digital Marketing?
Just as you need to understand the types of financial accounts a prospect owns, you need to think about which channels you're using and if you're focusing on one more than another for your strategy. If you're focusing on creating a website that hits each area of the client funnel, then your LinkedIn follower rate will likely be lower than someone who is focusing on brand awareness on LinkedIn. The longer a prospect has been invested in the market, the higher their returns are on their initial principal. It's the same thing for marketing; the longer you've been doing marketing, the more momentum you'll find from new initiatives. Bottom line is, if you're unsatisfied with the outcome of your marketing, take a look at what you're putting in.
Journal Article