Examples of financial marketing that revolutionized the sector

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As we have already mentioned, the way in which companies contact their customers has undergone changes since the advent of the Internet, and not only in the economic context.

In fact, companies that have always been more traditional by definition, such as banks and other financial institutions, are using the possibilities offered by the cloud to manage their operations . Previously, these operations could only be carried out in a physical branch or office.

Fortunately, this new reality has allowed companies in the sector to implement some very creative advertising initiatives with great viral impact, as well as to exploit content marketing. A sector cell phone database that was considered traditional has been transformed into a renewed sector, fresher, and even closer to the customer.

What is the key? Inbound Marketing

According to the results of the “ State of Inbound 2018 ”, 75% of companies use the inbound methodology to increase conversion and boost their sales opportunities. A trend that will continue to grow in the coming months.

75% of organizations use inbound marketing strategies to increase conversions and sales opportunities.

Inbound Marketing was born to respond to changes in consumer behavior . Consumers are no longer mere passive recipients and are increasingly less likely to accept classic campaigns and advertising interruptions from traditional media.

Now, what the consumer wants is to encounter the brand in a natural way, without interruptions, and interact with it freely.

To achieve this meeting, a series of digital marketing actions are combined, among which content marketing and social media presence stand out . The banking sector is not alien to this new reality, which, by the way, is extensible to most sectors.

But if anything stands out, it is content marketing . How are some banks doing in this regard?

By implementing an innovative financial marketing approach that helps them address their most pressing business issues and applying key strategies such as:

Content Creation: Delivering complicated service information in a simple, bite-sized manner to reach today’s easily distracted audiences.
Customer Retention: Giving your customers genuine reasons to build loyalty.
Adding a personal touch: to gain public trust in high-value decisions.
So, based on these criteria, we've put together a list of bank marketing campaigns that we think you should study.

ING Direct – In Orange
This is an excellent example of financial marketing, as it shows how the financial sector has become aware of the importance of adopting innovative marketing strategies that satisfy the needs of its customers.

That is why ING Direct decided to create a corporate blog with which the brand can address current users, the media and potential interested parties directly, without limitations or intermediaries. It is a way of humanizing the brand.

On the ING Direct blog, En Naranja , you can find everything from economic concepts and ways to save to current affairs. This information not only helps users solve their needs or problems, but also allows the brand to make its values ​​known.

Another important aspect to highlight is its SEO positioning . Certainly: if a client or user has a question about an economic concept, for example, it is most likely that ING Direct will be the one to answer it.