Email and Online Marketing in Financial Services - US - November 2010
In the consumer survey for this report, it is learned that over half of all adults 18+ who have access to the internet have either shopped for or purchased a financial product within the past year. Products likely to have been purchased are auto insurance, homeowners insurance, credit cards, checking accounts and savings accounts, although the list of products is actually a long one. However, consumers have several concerns when shopping for these types of products:
- There is a certain tension that exists in purchasing financial products online—on the one hand it is a convenient process which allows the consumer to make the best decisions for their needs, but on the other there are serious concerns about how well their privacy and personal information is being protected. Will it be given or sold to third parties? Will the institutions use their private information to sell them other products?
- Additionally, consumers are still not in a good place in terms of their own financial circumstances. So many are also buying online for another reason—to compare prices and to make purchase decisions based on the best value for what they need
- The industry has not been stagnant in developing campaigns specific to the online and email channels. In fact, certain lines, such as auto insurance and banking, have been very active in developing some outstanding creatives for their online advertising. Specific examples of these and other online ads and emails from Mintel Comperemedia’s database are included in this report
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