The opportunity around ESG

The opportunity for ESG-focused strategies in finance is immense and rapidly expanding. In Europe alone, ESG fund assets under management are projected to surpass 50% of mutual fund assets by 2025, growing at a compound annual rate of 28.8% from 2019 to 2025. This rise reflects not only investor appetite but also an evolving media and digital landscape:

• Output in specialist sustainability publications has surged by 76%, while global searches for ESG-related content have increased by 63% in the past year.
• Social media engagement around these issues has also risen by 36%, showcasing a growing audience actively seeking ethical and sustainable financial solutions.

These trends underscore the need to embed Environmental, Social, and Governance deeply within your brand narratives and leverage these platforms to connect with a motivated audience.

Making Environmental, Social, and Governance a core brand pillar

Leading finance brands are going beyond static reports, weaving sustainability into their core messaging and operations. Consider the example of Stewart Investors. Their interactive environmental and social governance (ESG) tools go beyond numbers to immerse investors in their sustainability journey. These tools enable users to explore ESG metrics dynamically, diving deep into data without the need for complex spreadsheets.

Executive creative director at The Dubs Agency, Tristan Fawley, worked on the interactive tools created by Stewart Investors. Speaking about the tool created, Fawley explains, “We created an interactive application (digital and mobile optimised) that allows investors to view how Stewart Investors are affecting the companies they invest in.” He continues, “It was created to provide invested company information for almost 200 companies including location, history, what Stewart Investors like about the company, risks and associations to key benchmarks such as the UN SDGs and Project Drawdown categorisations.”

Thinking about how they made these tools stand out, Fawley shares, “In a world where many companies talk about their Environmental, Social, and Governance credentials it was important for Stewart Investors to show how they are different, in both the approach and how they disclose their credentials. ‘Greenwashing’ (where companies appear more ‘green’ than they are) is commonplace so being able to provide in-depth evidence of how they operate was key.”

“The application has become a core point of differentiation for Stewart Investors. Although many companies may talk about their ESG credentials they don’t show them beyond top level information, Stewart Investors does,” explains Fawley.

Finally, Fawley advises financial marketers to, “Be transparent, provide information and showcase it in a digital-first format.”
Such strategies demonstrate how ESG can become a central brand narrative. By building resources that both educate and engage, Stewart Investors positions itself as a thought leader in ethical investment.

Key Takeaway: Finance brands must ensure ESG isn’t confined to an annual report but reflected in the user experience, brand story, and long-term vision.

Consistent ESG storytelling across touchpoints

One of the challenges finance brands face is ensuring consistency in ESG messaging across all channels. Australian Ethical Super provides an exemplary case. Their social media campaigns frequently highlight their investments in renewable energy projects, while their blog posts offer in-depth discussions on how their fund choices align with United Nations Sustainable Development Goals (SDGs).

This omnichannel approach ensures investors experience a cohesive ESG narrative, whether they’re browsing a website, scrolling on Instagram, or reviewing annual reports.

At the upper end of the creative spectrum, Apple’s 2023 ESG video is a masterclass in storytelling. Though a tech company, its engaging visuals, creative narrative, and focus on real-world impact offer lessons for finance brands. Finance marketers, even with tighter budgets, can learn from Apple’s example: using storytelling to transform abstract metrics into relatable, human-centered narratives.

Key Takeaway: A consistent ESG narrative across platforms builds credibility and keeps commitments top-of-mind for members and stakeholders.

Building trust through transparency

Transparency is non-negotiable when it comes to ESG. Investors increasingly demand not just promises but proof. To add to this, finance brands are increasingly coming under fire for greenwashing, and governments around the world are making amends to ensure this practice is limited. Brands like Ninety One, a global investment manager, excel here. Their online ESG dashboards break down portfolio-level impact data in a user-friendly way. For instance, users can explore carbon intensity metrics for each investment product, coupled with explanatory content that contextualises these numbers within broader sustainability goals.

Beyond numbers, transparency also means admitting challenges. Brands that communicate their ongoing improvements – highlighting areas of struggle alongside successes – foster trust by showing their commitment to continuous improvement.

Key Takeaway: Finance brands must make their ESG data accessible and meaningful while embracing honest conversations about their journey.

ESG as a competitive differentiator

In a crowded market, ESG has become a crucial differentiator. Aviva Investors integrates ESG into their brand positioning as a driver of both financial performance and societal impact. Their campaigns, such as “Investing with Purpose” emphasise ESG isn’t just about doing good but also about delivering resilient long-term returns – a message tailored to appeal to sophisticated investors.

Key Takeaway: By linking ESG to both purpose and performance, brands can carve out a distinct niche in the market while appealing to values-driven investors.

Creative campaigns that inspire action

Creative campaigns can transform ESG from a compliance exercise into a movement. While Apple’s high-production ESG videos are aspirational, finance brands can adopt more accessible strategies.

Consider Triodos Bank, which uses customer stories to illustrate the impact of its ethical banking model. Their “Colour of Money” blog often features interviews, stories and advice that explores ethical investing, sustainable initiatives and other ESG-related topics.

Key Takeaway: Even with modest budgets, finance brands can use customer stories, videos, and interactive content to create ESG campaigns that resonate deeply with their audience.

Lessons from industry leaders

To drive ESG communication that truly hits the mark, finance brands should:

1. Invest in interactive tools: Create digital experiences that let users explore ESG data in an engaging way.
2. Leverage visual storytelling: Use tools like infographics, videos, and animations to demystify ESG metrics and bring impact stories to life.
3. Adopt a multi-channel approach: Ensure ESG messaging remains consistent across websites, social media, investor updates, and reports.
4. Be transparent: Build trust by making ESG metrics accessible and sharing honest updates about progress and challenges.
5. Humanise the message: Borrow from Apple and Triodos Bank by centering ESG stories on real people and communities affected by your investments.

With ESG now the norm, your finance brand must recognise the opportunity to lead not just with products but with purpose. Authenticity, transparency, and creativity are the pillars of successful ESG communication.

The post How finance brands can lead in ESG communications appeared first on Financial Marketer.

To meet these challenges, your finance brand must develop targeted, omnichannel marketing strategies that address these varied demands and diverse needs. While reaching such a broad audience may seem resource-intensive, when executed strategically personalised engagement can be both efficient and cost-effective.

Here we explore how your finance brand can leverage tailored communication and innovative technology to build long-term relationships, enhance trust, and improve satisfaction across your diverse customer base.

Understanding audience segmentation and diverse needs

Effective engagement starts with a deep understanding of your target customer or client. Audience segmentation is a crucial strategy that involves categorising customers based on key characteristics such as age, career stage, and risk tolerance. According to a report by DemandGen, campaigns that are segmented had 14.31% higher open rates and saw 101% more clicks than non-segmented campaigns.

For finance brands, this means recognising the diverse needs of various demographic groups. Taking super funds for example, younger members who are often just beginning their careers may prioritise high-growth investment options and need education on the importance of early retirement savings.

In contrast, middle-aged members might focus more on stable returns and planning for retirement. To avoid overly generic assumptions based solely on age and other factors, use data-driven tools like segmentation models and behavioural analytics to create more precise, dynamic personas that reflect your member’s unique financial situation and goals.

To develop sophisticated personas, use advanced segmentation models and behavioural analytics tools like HubSpot, Salesforce Marketing Cloud, or Segment to analyse engagement patterns and financial goals. Additionally, platforms like Google Analytics and Sprinklr provide deeper insights into customer journeys. These tools help create detailed, actionable profiles that ensure your messaging is not only relevant but deeply aligned with the specific aspirations and concerns of each group.

Tailored messaging across life stages and diverse needs

Once audience segments are clearly defined, the next step is crafting highly personalised messaging that not only speaks to their life stage but also addresses their specific financial behaviours and aspirations. To achieve this, communication strategies should move beyond basic topics and leverage advanced segmentation insights, such as behavioural triggers and psychographics.

For example, a campaign targeting first-time investors could integrate interactive tools such as risk tolerance assessments, personalised investment simulators, and progress trackers that actively engage users in the decision-making process. Additionally, content like personalised financial roadmaps—tailored to each user’s specific financial position and goals—can demystify complex concepts like compound interest, asset allocation, and the time value of money.

On the other hand, messaging for more experienced or retirement-focused members could integrate sophisticated financial planning tools that showcase tailored income strategies, tax optimisation techniques, and risk-adjusted portfolio recommendations. By utilising data analytics and AI-driven insights you can create content that adapts to each member’s unique financial journey, making your communications feel more relevant, timely, and actionable.

A McKinsey study revealed that companies that personalise marketing communication can boost return on investment (ROI) by up to 30% and lift revenues between 5% to 15%.

By utilising tailored content, brands like super funds can enhance the relevance of their communications, making members feel understood and valued. Personalisation goes beyond basic demographic data; it can incorporate behavioural insights and preferences gathered through data analytics to create a more engaging experience.

Omnichannel campaigns

In an age where consumers interact with brands across various platforms, implementing an omnichannel strategy is vital. According to a report by Aberdeen Group, brands that utilise multi-channel strategies retain 89% of their customers compared to 33% for those that only use single-channel approaches.

Your finance brand should utilise omnichannel campaigns to ensure you reach your customers on their preferred platforms, whether via email, social media, mobile apps, or in-person events.

With the growing expectation for digital-first communications, especially in the finance sector, meeting members where they are and providing seamless, multi-platform experiences is key. In fact, in 2023 Aware Super was classed as the “Super Fund of the Future” after it merged 1.1 million members onto one technology platform.

You can boost engagement and loyalty by maintaining a consistent brand voice and delivering relevant, personalised content across these channels. For example, integrating educational webinars, social media posts, in-app notifications, and personalised email newsletters can create a cohesive, streamlined experience.

This approach not only meets the diverse preferences of your audience but also ensures that communication remains timely and accessible, whether members are checking their app during their morning commute or reading an email while planning their retirement.

Building trust through transparency and education

Trust is a cornerstone of successful financial relationships. Your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

The need to focus on trust is clearly highlighted by global research highlighted in the Edelman Trust Barometer 2025 which found 60% of respondents now actively feel aggrieved.

Edeman’s President and CEO, Richard Edelman, said the erosion of peoples trust has been “a progression from fears, to polarisation and now into grievance”. Two of the key factors driving this loss of trust was the “lack of quality information” available to people and the belief “my family will not be better off in five years”.

In this environment where trust is a cornerstone to building successful financial relationships, your brand can foster trust by emphasising transparency and offering educational tools. For super funds, providing clear information about fees, investment options, and performance helps members make informed decisions about their financial futures.

Furthermore, educational initiatives such as workshops, online resources, and interactive tools demystify complex financial concepts so members can confidently navigate their choices.

Australia’s largest superannuation fund, AustralianSuper, with more than 3.5 million members and AUD $365 billion assets under management strong in this area, having a dedicated landing page that lists its educational resources. Whether members would prefer to read about how much money they need to retire or join a webinar, everything is positioned easily for members, and a diverse range of topics is explored.

The take-out here is by positioning your brand as a trusted partner in your customers’ financial journeys, finance brands can enhance customer retention and satisfaction.

Utilising AI and personalisation

Artificial Intelligence (AI) now plays a pivotal role in enhancing customer experiences through personalisation. AI-driven tools analyse customer data to provide tailored recommendations and proactive engagement strategies. For example, chatbots powered by natural language processing (NLP) can instantly offer personalised financial advice or answer member queries.

Additionally, predictive analytics can identify potential audience needs before they arise, allowing you to reach out with timely and relevant information. By leveraging AI and personalisation, you can stay ahead of evolving customer expectations, ensuring a responsive and engaging experience.

Superfund success stories of digital engagement

Superannuation funds, as finance brands that cater to a broad cross-section of society, offer a unique example of how to engage diverse customer segments effectively. AustralianSuper’s marketing strategies, for example, have successfully engaged its audience by combining personalised, targeted approaches with impactful media.

According to AustralianSuper’s chief member officer, Rose Kerlin, in an interview with Investment Magazine said the fund had invested heavily in direct channels and new ways to go to market.

“We have invested heavily in member engagement, we have over 30 engagement programs where we personalise our communications,” Kerlin said.

“We’re really focused on providing members trustworthy help and advice and digital enablement,” she added.

In one of its notable marketing strategies, AustralianSuper utilised out-of-home (OOH) advertising strategies to successfully target Australians aged 50+ who are preparing for retirement. The campaign was designed to leverage the power of OOH advertising to increase both awareness and engagement. Using strategically placed billboards across Australia, AustralianSuper reached 72% of the target demographic.

The campaign’s success wasn’t just in visibility but in the impact it generated – 32% of the people reached by the campaign visited the AustralianSuper website or enrolled as new members. This high engagement demonstrated the power of personalised, location-based messaging that resonates with the specific needs of an audience looking for trustworthy retirement planning options.

AustralianSuper also launched the “SuperTalks” series, a content marketing initiative designed to empower members with financial knowledge. The series comprises on-demand, expert-led educational videos that delve into key superannuation and retirement planning topics.

By providing bite-sized, relevant content (typically 20 minutes long), the campaign tapped into the desire for easy-to-consume, personalised financial guidance, helping members make more informed decisions about their financial future.

Both campaigns succeeded because they understood the importance of delivering content and messaging that directly aligned with the needs and interests of AustralianSuper’s audience, fostering trust and engagement through targeted, personalised marketing approaches.

The key to long-term success lies in building trust and delivering personalised experiences that resonate with customers across all life stages. Embracing these strategies will not only enhance customer satisfaction but also secure a competitive advantage in the dynamic world of finance.

Do you need help with client or member engagement? 

To win and retain new business, finance brands need to demonstrate value to clients and members by actively engaging them with useful products, personalised services and educational content to help them better understand financial topics and information relevant to them.

If you need help communicating with your clients or members, then the finance marketing experts at The Dubs Agency would love to speak with you because we can help. Contact Us to start a conversation.

The post Marketing personalisation can boost revenues by 15% appeared first on Financial Marketer.

In this environment, super funds and asset managers must rethink their marketing strategies to not only minimise costs but also address evolving client sentiments, emphasising transparency and value.

Understanding the shifting economic landscape

The global economic environment remains volatile, with inflationary pressures, geopolitical tensions, and shifting interest rates creating a complex backdrop for financial markets. The performance of superannuation funds, asset managers, and other investment vehicles has become increasingly tied to these macroeconomic factors, requiring firms to stay agile in their marketing and communication efforts. This has seen that 67% of marketers worry about reducing spending while staying ahead of competitors.

The Australian superannuation industry’s 2023 rebound is a case in point. While the 7.6% growth in assets reflects a recovery, it doesn’t negate the challenges posed by prior market contractions. Additionally, the cost-of-living crisis in Australia and similar pressures in other developed markets means investors and members are more acutely aware of the impact of fees on their returns. This heightened awareness isn’t limited to superannuation funds; it extends to the entire asset management industry, where transparency and perceived value have become crucial differentiators.

The global relevance of Australian superannuation trends

While Australia’s specific regulatory and market conditions are unique, the broader trends affecting its superannuation industry are relevant to financial services firms worldwide. The pressures Australian super funds face—such as balancing growth with cost efficiency and navigating member expectations in a volatile market—are shared by super and pension funds globally.

Similarly to Australia, despite market volatility global pension funds grew by 11% in 2023. This global alignment of challenges and volatility underscores the need for a more nuanced marketing approach. Super and pension funds not only need to communicate their resilience and growth in the face of market volatility but also provide a clear rationale for the fees they charge. This requires a shift from traditional marketing tactics to strategies that prioritise transparency, education, and value-driven messaging.

Cost-efficient strategies to match social sentiment during market volatility

Given the current economic pressures, super and pension funds must be particularly attuned to the sentiments of customers and members. When individuals are facing financial strain, they are less tolerant of what they perceive as excessive spending by the institutions managing their money. This presents a unique challenge for marketers in the superannuation and asset management sectors; you must balance the need to promote your services with the necessity of demonstrating fiscal responsibility.

One of the key considerations for super funds and other finance brands is the perception of marketing expenditures. In times of economic hardship, members are likely to be critical of marketing campaigns that appear extravagant or out of touch with their financial realities. This criticism can be particularly sharp in the superannuation industry, where members are acutely aware their funds are being used to finance such campaigns.

”While large-scale marketing efforts like paid partnerships or above-the-line advertising may seem like the easiest way to achieve mass reach, their high costs and lack of tangible value for members will face scrutiny during economic pressure,” says The Dubs Agency head of strategy, Alexandra Middleton. “To navigate this delicate terrain financial marketers need to put audience, not brand, first and build their strategy around delivering value at every stage of the funnel.”

Marketing should focus on conveying the value your brand provides as well as addressing the needs of your audience, even if it means stepping back from brand messaging or direct promotion. To do this effectively financial marketers need to identify the key topics that are relevant to their audiences in the long-term and build big rock content pieces that allow them to own the topic in market. Minimising investment in multiple marketing initiatives, these big rock content pieces can then be atomised to provide multiple opportunities to reach your audience using messaging that really matters to them. The Big Shift is the perfect example of this.

“From one big rock content piece a finance brand could produce awareness, consideration and conversion content year-round, simply by honing in on different angles within a big rock content piece,” says Middleton.

At an awareness level, this could involve using creative in-feed social content to engage audiences on the trends and topics that interest or concern them. Consideration content then provides an opportunity to introduce your brand, educate your audience and solve their needs, often through more editorial content. It can also be an opportunity to address barriers to entry such as performance and fees. Here funds can highlight past performance and explain the rationale behind fees as well as the strategies in place to protect and grow member assets. Transparency and education are critical components of this approach. By demystifying the fee structure and clearly articulating how those fees contribute to long-term growth and stability, you can build trust and reduce scepticism among your members. Having built a connection with your audience and addressed their needs, atomised conversion content can then focus on practical tools and resources that ultimately drive your audience to take action.

Leveraging data and insights to drive marketing effectiveness

The use of analytics can help identify emerging trends in member sentiment, allowing you to proactively address concerns before they become widespread issues.

For example, social listening tools can be used to gauge member reactions to market fluctuations and adjust messaging accordingly. If members are expressing concern about market volatility, marketing campaigns can be tailored to reassure them by highlighting the fund’s risk management strategies or long-term investment approach. Similarly, segmentation analysis can help identify different member groups based on their financial situation, enabling more personalised communication that resonates with their specific needs and concerns.

Strategic marketing in an era of market volatility

The financial services industry is at a crossroads, where the interplay between market performance and member expectations is more complex than ever. For superannuation and asset managers, the key to navigating this environment lies in adapting marketing strategies to reflect the realities of the economic landscape and the evolving sentiments of your members.

By focusing on transparency, education, and value-driven content, you can not only weather the current volatility but also strengthen your relationships with members and clients. In doing so, you position yourself not just as custodians of wealth but as trusted partners in your members’ financial journeys, capable of guiding them through both the peaks and troughs of the market cycle.

The post How to market cost-effectively in times of market volatility appeared first on Financial Marketer.

This not only underscores the potential financial benefits of addressing this advice gap but highlights a broader, more pressing issue: the role of superannuation and pension funds in delivering affordable and accessible financial advice, both in Australia and globally.

The global context: Ageing populations and the rising need for financial advice

Australia is not alone in facing the challenges posed by an ageing population. According to the University of Sydney, by 2026 more than 22% of Australians will be aged over 65 (up from 16% in 2020). This demographic shift is mirrored globally, with 1 in 6 people predicted to be over 60 by 2030.

These demographic shifts place immense pressure on existing pension systems and highlight the need for individuals to be better supported into retirement. Financial advice is crucial in helping people navigate the complexities of retirement planning, investment strategies, and tax implications, ensuring they can maintain their standard of living in retirement.

As part of this support, Alexandra Middleton, the head of strategy from finance marketing specialist group The Dubs Agency (which developed The Big Shift interactive report) said digital tools and content should form the backbone of how pension funds help members.

“Educational content and resources should be a key tenet of how funds support members and a valuable tool to promote their offering in market,” said Middleton.

The role of superannuation funds in Australia

In Australia, superannuation funds are at the forefront of this challenge. As part of the government’s “Delivering Better Financial Outcomes” package of reforms, super funds are now empowered to deliver personal financial advice to their members. This reform represents a significant shift in the role of super funds, allowing them to go beyond their traditional function of managing retirement savings to becoming key providers of financial guidance.

The potential impact of this shift is enormous. With 11.8 million Australians currently lacking adequate financial advice, super funds have a unique opportunity to bridge this gap, ensuring their members are better prepared for retirement. This isn’t just about providing advice; it’s about fostering a culture of financial literacy and empowerment, helping individuals make informed decisions about their financial future.

The Global role of pension funds in financial advice

While Australia is pioneering in allowing super funds to provide personal financial advice, the role of pension funds in delivering such services is becoming increasingly relevant worldwide. In the United States, only 1 in 3 people who have not consulted a financial adviser feel financially secure according to the Centre for Retirement Research at Boston College. In the UK, the Financial Conduct Authority (FCA) has raised concerns about the advice gap, noting many people are not receiving the financial advice they need, particularly those with modest pension pots. The same can be seen across Asia, with a report by Cerulli highlighting retirement advice needs are not being met.

Pension funds globally are in a unique position to address these needs. By leveraging their existing relationships with members and their deep understanding of investments and retirement planning, pension funds can play a crucial role in delivering tailored financial advice. This not only helps members achieve better financial outcomes but also enhances the value proposition of the funds themselves, making them more attractive to potential members.

However, a video with Prof. Dean Sanders, Partner, Deloitte Access Economics, highlights the growing opportunity for all kinds of financial organisations to fill this advice gap. Super and pension funds are in a perfect position to be successful in this space if they act quickly. Moving away from just traditional marketing and advertising to embrace technological shifts will be paramount to the success of your advice delivery model. Consider AI, personalisation and interactivity to engage clients and make a real impact.

Quantifying the opportunity in financial advice

The opportunity for super and pension funds to step into this advisory role is significant. According to the Iress and Deloitte research, addressing the financial advice gap in Australia could increase national savings by $2 trillion over 30 years. In a video with John O’Mahony, Partner, Deloitte Access Economics, the industry could see $2.1 billion in revenue if they effectively capitalise on this growing opportunity.

Globally, the potential impact is even more substantial. In the UK, addressing the advice gap could boost retirement savings by billions of pounds, while in the US, it could lead to a significant increase in retirement readiness among workers.

A report by Royal London found there are 3.7 million non-advised customers who are open to financial advice and have over £50k in investible assets. This is equated to over £185 billion in investible assets available. Further afield, looking across all 10 markets in Asia, the percentage of workers concerned about being financially insecure in retirement is substantial—ranging from 50% in China to 95% in Vietnam—and is equal to or even exceeds the percentage of retirees who share this concern. Looking to Singapore, according to a report by Statista “Singaporeans were less confident about their financial security when it comes to income streams and retirement issues.”

However, this opportunity is not without its challenges. The competition for new customers—those seeking financial advice—will be fierce. “Super and pension funds need to be proactive in capturing this market, and marketing will play a critical role in this effort,” says Middleton.

The importance of marketing in capturing new members in a changing landscape

In an increasingly competitive landscape, super and pension funds must be visible and actively engage with potential members. Far from simply taking a volume approach, to effectively drive member growth and retention, marketing activity needs to be strategic, with content and channel chosen based on audience and the objective you’re trying to achieve. As shown in The Big Shift research, as megatrends reshape the landscape and open up new opportunities, super and pension funds need to be flexible in pivoting their offering and how they communicate it, to ensure they remain relevant.

A full-funnel marketing approach, which includes brand awareness, consideration, and conversion strategies is essential for differentiating in market and driving awareness of expanded offerings. Research consistently shows the impact of an always-on, full-funnel marketing program. A recent Nielsen meta-analysis found that full-funnel strategies see up to 45% higher ROI compared to marketing campaigns across a single purchase stage. This approach is particularly relevant for super and pension funds, as the decision to switch funds is often a long-term process that involves multiple touchpoints. “As well as delivering consistent content that addresses audience needs at each stage of the funnel, super and pension funds also need to think about how they can tailor their content to serve the needs of different audience demographics,” says Middleton. “To make this as effective and efficient as possible, funds can leverage creative social assets to deliver relevant, personalised messages in-feed, while driving back to useful base material.”

The Big Shift: A case study in strategic marketing

As well as shining a light on the opportunities tied to evolving advice needs, The Big Shift is also a case study of how super funds can use interactivity and content atomisation to drive engagement with members.

With interactivity shown to drive 73% more engagement than static content, The Dubs Agency worked with Iress to extend the reach of its insights through an interactive content ecosystem that provided multiple touchpoints on site and in social feeds. Through the atomisation of content around key pillars, Iress was able to cement its thought leadership in areas that underpin its broader strategic objectives. The Big Shift shows how super funds can utilise one big rock content piece to produce assets that target multiple audiences with relevant messages at every stage of the funnel.

It’s time to fill the gap

As the competition for new customers intensifies, the need for a comprehensive marketing strategy becomes even more critical. Super funds must ensure they’re not only visible but also actively engaging with their target audience across all stages of the marketing funnel. This requires a commitment to continuous marketing efforts, with a focus on building long-term member relationships through content and resources that reflect their changing needs.

The post Meeting the financial advice gap: The role of super and pension funds appeared first on Financial Marketer.

Global recognition and influence

The burgeoning strength and influence of Australian super funds are not confined to domestic boundaries but are gaining recognition on the global stage. When Brookfield Asset Management pursued the acquisition of Origin Energy Ltd., AustralianSuper took a proactive stance, contesting the bid due to the perceived undervaluation of a key player in Australia’s green energy transition. These assertive moves represent a departure from the traditionally passive role of Australian super funds with funds now becoming lead investors in global projects, highlighting their growing influence.

With Australia’s retirement savings pool projected to triple to A$10.5 trillion by 2040, these funds are becoming significant players in global finance, transforming Australia from a debtor nation to a capital exporter. Peasley, who oversees a portfolio of $65 billion of Australian Super assets explains in an interview with Investment Magazine, “We’re taking larger stakes in businesses and being more of a lead owner, as opposed to being a minority investor following the owners.”

Their commitment to sustainability, such as AustralianSuper’s goal of achieving net-zero carbon emissions by 2050 and Aware Super’s company-wide exclusions from unethical investments, enhances their appeal with investors and competitors alike. As they expand their presence to international financial centres like London and New York, global brands are taking note of their strategies. This newfound prominence underscores Australian super funds’ pivotal role in shaping the future of financial marketing and investment worldwide.

Leading by example: Australian super fund strategies

Australian super funds are employing diverse digital marketing tactics to connect with their audience effectively. For instance, AustralianSuper’s approach encompasses a multi-platform strategy, utilising social media channels like Facebook, LinkedIn, YouTube and X. Through these platforms, AustralianSuper shares valuable insights on retirement planning and investment strategies, targeting audiences at the awareness and consideration stages of the marketing funnel. Interactive content and partnering with industry experts to establish AustralianSuper as a trusted adviser in the financial landscape.

Hostplus distinguishes itself through its search marketing prowess and website optimisation efforts. By leveraging targeted keywords and user-friendly website design, Hostplus ensures individuals have easy access to essential retirement planning resources. This strategy effectively targets users at the consideration and decision stages of the marketing funnel, facilitating informed decision-making and encouraging active participation in financial planning.

Innovative campaigns: Future Super case study

The “FutureWealth” campaign by Future Super exemplifies innovative marketing within the Australian super industry through its strategic execution. By seamlessly integrating traditional advertising with modern digital strategies, the campaign effectively engages a broad audience. Through emotive storytelling and relatable scenarios, Future Super communicates the significance of retirement planning to audiences across different stages of the marketing funnel. The campaign’s innovative approach fosters emotional connections and highlights tangible benefits, inspiring action and engagement among its target audience.

Australian super funds are setting the standard for global retirement planning and financial marketing through their strategic engagement and influence on prominent brands.

The post Australian Super Funds leading the charge appeared first on Financial Marketer.

The better approach is to use this unpredictable period to make strategic marketing investments, based on a thorough analysis of performance and growth areas.

When inflation escalates and central banks hike up interest rates, that’s when we see clients fleeing into safer investments with lower fees – often short-term savings accounts. And asset managers find themselves squeezed from all directions.

Fees fall, there are outflows from active strategies, margins shrink, and the pressure never abates. Even with shifting consumer behaviours, global conflicts and rumours of a recession lingering, firms know they must remain competitive. They must retain existing clients – and constantly seek to grow assets under management.

For some firms, the response to this pressure has been to control costs and improve efficiencies through waves of redundancies, or combining multiple job functions into single roles.

Marketing budgets are also commonly stripped, including content marketing and paid distribution. But there are many cogent arguments for maintaining – or even strategically increasing – marketing budgets in tough times.

Lessons of the past

Time and again, history has shown that businesses reap the rewards when they maintain their marketing efforts through economic downturns. In a study conducted in 1999, companies that decreased their marketing efforts in a recession saw their market share drop by 0.8%. Those that maintained their marketing and advertising levels had an increase of 0.6%, while the companies that increased their advertising enjoyed an increase of 4.3%.

McKinsey research published in 2019 tells a similar story. During the 2008 recession, companies that drove growth during tough economic times achieved above-market total shareholder returns (TSR) for the following ten years.

Stay the course, retain and differentiate

While some of that research pertains to consumer companies, the principles apply equally in asset management. There is solid logic behind the notion that staying the course pays off for firms.

For starters, when other firms pull back on their content marketing and advertising, the “noise” in markets quietens. This gives an opportunity to stand out, gain market share and diversify into new segments.

When firms continue to invest in marketing, their clients feel reassured by their ongoing commitment to their products and services. Bear in mind that your clients’ organisations are also potentially facing economic instability. When you clearly communicate ‘business as usual’ at your end, you reinforce your own stability and reliability, particularly if your competition disappears from view. And you’ll be front of mind when your audience is ready to make a decision.

Getting clear about where to spend

For all of the above reasons, tough economic conditions call for an “investor mindset”. But firms should take an analytical approach. The key is identifying areas where the ROI isn’t great, then reinvesting marketing dollars in high-growth areas, where there’s likely to be better ROI. McKinsey has great advice here. Firms need to examine their various marketing budgets versus performance; look at the marketing messages, channels and types of content that have successfully inspired and informed the audience.

Also consider spreading marketing budget over an end-to-end mix of search, paid social, multiple content marketing formats and native advertising, alongside traditional advertising.

Asset managers should stay visible across the full funnel, from awareness, to consideration, to direct revenue-driving, using tools like search engine marketing (SEM) to support content and drive conversions at the bottom of the funnel. If your competitors are scaling back their digital marketing efforts, it’s a good time to run Google search ads – clients looking for specific brand names and not finding them will see you there as an alternative. (Also, with fewer competitors bidding for advertising real estate, costs per click reduce.)

When running these kinds of campaigns, ensure you’re getting targeting advice from a professional who will analyse relevant data, identify trends and insights to achieve maximum ROI. In a push to save money, some firms are turning to programmatic marketing, using automated bidding and placement platforms that buy and sell digital ad space in real-time. But used in isolation, the results won’t be the same.

Take a fresh look at your content

Firms don’t need to be continually reinventing their content – it’s exhausting and expensive. Think creatively about how you can deliver fresh, impactful content without over-investing. One way is to atomise ‘big rock’ content pieces. Start with a core content piece, e.g., an annual survey, research report or event, that you then build out into a schedule of webinars, live discussions, social media posts and more.

Generally, put fresh eyes on the content you create and make sure it’s not already out there in some form, that it’s on-brand and timely. Money spent on cookie-cutter, tone-deaf, poor-quality content and messaging is wasteful.

It might also be a good time to get back to the basics of your brand, reinforcing your brand promise and the consistency you offer, ensuring all elements in your marketing mix are instantly recognisable.

Winning firms view uncertainty as an opportunity

In the same way that firm-wide efficiencies are being created through investments in technology platforms, a competitive edge and business growth must be supported by investments in marketing. Position your firm for future success by staying where your market can see you, so you can weather economic turbulence and rebound stronger.

The post Asset Manager Marketing Playbook for Trying Times appeared first on Financial Marketer.

Changing digital behaviours

In response to the ever-evolving landscape, your finance brand isn’t just competing with industry peers anymore; it’s now directly challenging industry giants like Amazon and Netflix. Consumers now expect frictionless, efficient, and personalised digital experiences when engaging in financial activities.

Content Square’s 2023 report, analysed 2.7 billion user sessions across 502 financial services websites, to unveil the trends shaping the digital customer experience.

1. Enhanced engagement drives better outcomes:
Websites experiencing higher engagement saw a substantial -58% reduction in bounce rate and 41% deeper sessions were observed. Users deeply engaged with content explored more pages in a single session. Notably, the activity rate on financial services sites increased by 11.8% year-over-year.

Takeaway for brands: Prioritise creating compelling and relevant content to boost engagement, leading to lower bounce rates and more in-depth user sessions.

2. Identifying and mitigating friction:
Frustration factors impacted 27.8% of all financial services sessions, with slow load times, multiple field interactions, and rage clicks being the top causes. Interestingly, visitors to insurance sites experienced more friction, with 1 in 3 visits affected by frustration.

Takeaway for brands: Address users’ UX pain points, particularly focusing on simplifying interactions and eliminating sources of user frustration. Investing in addressing UX frustration can reap great rewards, with a study by Forrester finding that every $1 invested in UX design generates $100 in return.

3. Optimise channel mix for new visitor acquisition:
While direct and SEO traffic constituted 58.7% of new visits, paid traffic, comprising only 10.9% of all visits, drove an impressive 16.7% of all new visits.

Takeaway for brands: Strategically invest in paid traffic sources to maximise new visitor acquisition, complementing your organic efforts.

4. Efficient experiences counteract one-and-done visits:
Slow load times impacted 14% of all visitor sessions in the financial services sector. Notably, websites with faster load times experienced 9.2% fewer one-and-done visits.

Takeaway for brands: Prioritise optimising website speed to reduce the likelihood of one-and-done visits, emphasising the importance of a seamless user experience.

5. Device preferences:
Desktop traffic constituted 61.1% of all traffic to financial services sites, marking a 1.5% increase from the previous year. While mobile web traffic share slightly increased, maintaining a multi-device digital strategy is crucial for attracting new visitors to financial service sites.

Takeaway for brands: Recognise the continued dominance of desktop traffic but adapt by maintaining a strong presence on mobile devices. A versatile digital strategy ensures accessibility for a broader audience, attracting both desktop and mobile users.

Key considerations for tailoring approaches

Adapting to evolving digital behaviours and aligning with shifting consumer needs is essential for an effective marketing strategy. Acknowledging these changes alongside other influencing factors enhances audience targeting. Alongside consumers’ online habits, you should also take into account the following:

• Sustainability: Consumers are increasingly focused on environmental sustainability. Many are willing to pay more for greener products and expect their finance brands to actively support sustainable initiatives. This shift requires your finance brand to incorporate sustainable practices into your products and services.
• Affordability: The wealth gap continues to widen, making it imperative for your finance brand to consider how it can support customers of all financial standings. This includes offering more inclusive and accessible financial products and services.
• Experience: Your finance brand should go beyond transactional interactions and actively seek to delight customers. This could involve personalised financial guidance, seamless tech integration, or exclusive rewards, creating memorable experiences that foster loyalty and attract new customers.

The rise of “Super Apps”

A survey conducted by PYMNTS and PayPal across the United States, the United Kingdom, Germany, and Australia revealed that 72% of consumers globally are keenly interested in super apps. Notably, consumers in the UK exhibited the highest interest, with 74% expressing a desire for super apps.

Super apps integrate multiple financial services, such as checking and savings accounts, investments, and payments, into one comprehensive digital experience. They are known for their high degree of integration and customer-centricity, effectively serving as the user’s personal financial operating system.

For financial marketers, understanding this shift is crucial. As customers become accustomed to these all-in-one solutions, traditional finance brands might need to adapt to meet these changing expectations. Integrating various financial services into a seamless experience, much like a super app, can set your brand apart in a highly competitive market.

Strategic responses for changing customer behaviours

In 2023 and beyond, finance brands must decisively adapt to changing digital behaviours to significantly enhance efficiency and drive robust growth. The significance of understanding the nuances of customer behavior and tailoring digital strategies to provide seamless, personalised experiences across all devices cannot be understated for financial marketers.

The post Marketing strategies for changing digital behaviours appeared first on Financial Marketer.

Assessing the strategy

Wells Fargo’s Diverse Businesses content marketing strategy is a testament to the power of audience-centricity. It has created a specific blog devoted to a singular audience: diverse small business owners.

At its core, its approach revolves around three key pillars: Running Your Business, Growing Your Business, and Money and Your Business. These pillars are designed to address the immediate needs and concerns of small businesses, offering practical, valuable information.

Audience-centric pillars: Wells Fargo’s success lies in its keen understanding of its audience, primarily small business owners. The content pillars are structured to provide solutions to common challenges faced by these businesses. This strategy showcases the importance of tailoring your content to your target demographic’s specific needs and interests.

Customer feedback as a guide: One of the cornerstones of Wells Fargo’s content strategy is being informed by customer feedback. This customer-centric approach ensures the content remains relevant and useful. It’s a shining example of how finance brands can benefit from continuous feedback loops with their audience to refine and improve their content.

Diversity and inclusion: Wells Fargo’s commitment to diversity and inclusion is evident throughout its content. It embraces a wide range of perspectives, backgrounds, and experiences, making its content relatable to a broader audience.

Assessing the execution: content and delivery

While the strategic underpinning of Wells Fargo’s Diverse Businesses content is stellar, there’s room for improvement in the execution, especially regarding content style and delivery.

• Engaging delivery: The content’s style leans towards the traditional and somewhat dated. Incorporating more visual, interactive content into the mix such as video content, podcasts, or infographics would help drive engagement and also open up opportunities to build retargeting pools using video. Adopting a variety of content methods can inject new life into your finance brand’s content, hooking audiences in on an engaging story.
• Easy-to-understand content: One of the strong suits of Wells Fargo’s content is its simplicity. It effectively breaks down complex financial concepts into digestible pieces, making it accessible to a broad spread of business owners. However, it could still be enhanced by incorporating more multimedia elements like animations or interactive tools to further demystify financial jargon. Infographics are a fantastic way of delineating complex financial information with studies showing visuals can improve learning and retention by 400%.

Distribution strategy

An integral part of Wells Fargo’s content marketing success lies in its distribution strategy, ensuring its valuable content reaches its target audience effectively.

• Cross-platform approach: Pushing potential clients through the consideration phase is about delivering valuable content often while ensuring every interaction is a positive one. Wells Fargo achieves this via a variety of distribution channels, including its website, social media, email marketing, and partnerships with business organisations. This comprehensive approach ensures its content is shown and accessible everywhere its target audience spends their time.
• Content personalisation: The content is tailored to cater to different segments of its audience. Wells Fargo understands not all businesses have the same needs, and by offering personalised content it increases the chances of engaging its audience effectively. Wells Fargo has done this effectively by creating separate dedicated blogs and sections of its website. In this instance, Diverse Businesses offers value-driven information that’s specific to diverse small business owners that can often be overlooked.

What else Wells Fargo did well

Beyond its delivery and distribution strategy, Wells Fargo’s Diverse Businesses offers several noteworthy lessons for financial marketers.

• Consistency is key: Consistency in delivering valuable, relevant, and accessible content is a crucial factor in maintaining audience engagement.
• Transparency and trust: The finance industry relies heavily on trust. Wells Fargo’s content prioritises transparency and a genuine desire to help its customers. Its video series ‘Amplifying diverse small business voices’, offers diverse small business owners a voice to share the challenges and difficulties facing small business owners.
• Cultural relevance: Wells Fargo’s embrace of diversity and inclusion not only makes ethical sense but also strengthens its brand. Specific articles like ‘Resources to help Black, Asian-American, and Latina women entrepreneurs’ showcases challenges facing minority communities and offers support and solutions. By not delivering generic information for small business owners, Wells Fargo recognises the differences in communities and offers proactive content to benefit them.

Ultimately, Wells Fargo’s success is a testament to the power of content marketing when executed with precision and authenticity.

The post Strategies in the wild: Wells Fargo appeared first on Financial Marketer.

The best way to keep your clients happy and loyal? Do the right thing and know your responsibilities. In fact, just like a social media strategy, a privacy and security strategy should be a key part of your brand. With that in mind, here’s an overview of what’s been happening over the past 12 months, and what you need to know to stay up-to-date.

The Digital Service Act: the future of marketing

If you’re advertising to customers in the European Union, you need to be across the Digital Service Act, which was launched late last year. Based on how online platforms distribute information, this act has a couple of purposes. Regarding companies such as Google and Meta, the objective is to hold them accountable for the content that’s on their site. And for consumers, the act will better protect their online rights and ensure that advertisers behave ethically.

In marketing, the most significant change will come in how you can target consumers in the EU. The act prohibits online ads that target consumers based on sensitive personal data. This can mean things like religion, sexual preferences or political beliefs. It will also give consumers more information on the ads they are being shown – including if and why an ad is targeting them specifically.

By empowering consumers, these new rules should have a big impact on transparency and visibility within advertising. Now, those in the EU will be informed on why they’re being targeted by an ad and who paid for it. Additionally, they’ll now be able to see whether content is sponsored or organically posted.

Changes in privacy law around the globe

Data breaches are becoming more and more common in the digital age – which is why countries are introducing harsh new penalties for companies that don’t protect consumer data. In the United Kingdom, the 2018 Data Protection Act controls how consumer data can be used by customers. It decrees that, should a data breach happen, consumers need to be notified within 72 hours. By reacting quickly, it means that those affected by the breach can take action to protect themselves and change any details, passwords or sensitive information that was compromised in the data breach.

Australia is an interesting example of how companies are reacting to data breaches, their impact on consumers, and how governments are changing relevant laws. With 2022’s massive breaches of Medibank and Optus – two brands trusted by millions of Australians – privacy and the protection of user data came into the public spotlight. After these leaks were made public, the Australian government launched into action, announcing tougher penalties for companies who didn’t take appropriate care of their customer details. While the previous maximum penalty was $2.22 million, under the new bill, this increased to either:

• $50 million
• 3 x the value of any benefit obtained through the misuse of information
• 30% of a company’s adjusted turnover in the relevant period

Despite these beefed-up penalties and the risks of not taking care of customer data, many companies weren’t ready. According to a report by advisory firm Arktic Fox, only 41% of brands claimed they were prepared for the new measures. Similarly, just 23% were focused on improving things over the coming 18 months. These statistics are damning – especially when building trust is such an important part of branding.

See opportunities where others don’t (or won’t)

We know that finance brands should focus on trust in times of crisis. And the same philosophy applies here – it’s all about customer confidence in your brand.

Instead of treating them as a chore or a boring thing you have to tick off, why not treat privacy and security as an opportunity to differentiate your business? It could be a fantastic advantage that solidifies your niche in the financial field. After all, according to Cisco, nearly a third of consumers have stopped doing business with a brand that isn’t up to snuff in the privacy and security arena. And if your brand isn’t serious about protecting data, you could be next.

But by taking a proactive approach, you can avoid losing customers, and even attract new ones. In fact, according to that same Cisco report, for every dollar that companies invest in privacy, they see a $2.70 return. In a similar vein, a study by the Harvard Business Review actually showed that being upfront about how customer data is used for ad targeting actually increases click through rates.

These examples prove that privacy and security don’t have to be boring parts of doing business, and that paying attention to them is a great way to increase profits and attract customers – especially in the B2B sector.

The post In focus: privacy and data compliance appeared first on Financial Marketer.

Step into the metaverse

While it might sound intimidating, the definition of metaverse is pretty simple. Basically, it’s a generic term to describe an online 3D space where every user has their own unique avatar. If you’ve seen or read Ready Player One, it’s a little bit like that: an entire world set in an online location (just without the wild dystopian vibes).

What are some examples of the metaverse?

The biggest name in the metaverse is Meta (formerly Facebook). They’ve pumped serious money into their Horizon Worlds project, which has more than 300,000 users exploring a virtual world through VR headsets. Here, you can interact with others from all over the globe, check out brand activations and host events.

Another project, which is more about blending existing ways of working with the metaverse, is Mesh for Microsoft Teams. In this tool (where VR goggles are optional), users from all over can join together and collaborate. Whether it’s having a meeting, working together on shared documents, or exploring the virtual world, Mesh is a versatile tool that can add a new level to your Microsoft Teams experience.

Interestingly, some of the other companies putting money into metaverses are a bit more unexpected. These include Epic (who make the incredibly popular Fortnite video game) as well as Roblox Corporation, developers of the Roblox phenomenon – an online world where users can create, program and play games online. Although these might seem like typical videogames to the uninitiated, they’re actually incredibly rich online metaverses featuring concerts, one-time events, celebrity appearances, and virtual currency that users can spend in-game.

Such things might not be where your brand would usually advertise, but they’re a clue into where we might be headed in the future – a truly interconnected world.

How B2B brands can benefit from the metaverse

Whether it’s a custom space or media-grabbing activation, there are plenty of opportunities for B2C companies to make their mark on the metaverse – which is why brands like Coca-Cola, Samsung, Adidas, and fast-food chain Wendy’s have all gotten involved.

“It has always been those businesses that have been early adopters and pioneers who have often benefitted the most and become leaders in new products and services that customers have migrated to,” says The Dubs social media director, Andrew Frith.

“Financial companies need to be present and active in new media if they hope to keep engaged with younger generations who will mature and become their next main customer persona.”

In the financial sector, businesses have also gone about setting up in the metaverse. Pakistan’s Allied Bank opened a virtual branch where users can conduct transactions, meet with staff and learn more about services, while HSBC bought up land in The Sandbox metaverse so they can engage with a younger audience. Also of note: JP Morgan Chase entered the Decentraland metaverse with a locale where visitors can learn about how the bank is getting involved in blockchain and other emergent technologies.

While these are exciting developments in the B2C space, opportunities also await for B2B companies. Why not try one of the following:

Level up your marketing materials: Studies have shown that people remember information better when it’s presented in a virtual environment – and that’s precisely what you get when you have a presence in the metaverse. Forget overwhelming clients with an avalanche of old-fashioned documents or static infographics. Instead, use the interactivity and tactile nature of the metaverse to your benefit. Once you’re hooked in, you can present your marketing materials like a physical book, play brand videos in a virtual movie theatre, or create a bespoke explorable space that shows off what makes your brand memorable.

Take client calls into the 21st century: The metaverse is a great way for B2B businesses to keep in touch with clients from Alaska to Zimbabwe. It’s easier than an email and more personal than an everyday video call. Just throw on some VR goggles and suddenly you’re sharing virtual space with clients and communicating like you’re side by side. Once you’re in, sales pitches become more streamlined, collaboration is stronger, presentations take on a new level and you can hold meetings that blur the line between virtual reality and reality.

Elevate your event: For an example of a virtual event done well, take a look at iHeart Media’s virtual Billie Eilish concert, where the company invited hundreds of advertisers and branding head honchos to attend a concert and catch up in a custom 3D space. Instead of a generic avatar, the guests were represented by a live webcam feed of themselves, so they could recognise other concertgoers and chat between songs.

Now, your company might not have the budget to have Ms. Eilish perform, but imagine what your next event or expo could look like if you decided to get away from the traditional physical space and blaze new trails in the metaverse.

So, is switching to meta for the better?

There’s no doubt that metaverses are still in their infancy, but it does seem like they’re going to – in some capacity – be the future of the internet.

The trick is finding a way to interact with them that feels authentic to your brand and gets you value for money. For a B2B finance brand, the real opportunities come in how you communicate with clients, host industry events, and display your marketing materials in a way that stands out from the competition.

The post The metaverse for B2B finance marketers appeared first on Financial Marketer.