Marketing in the financial industry affects everyone, from checking-account holders to people using credit cards and investing platforms. Across the page, you’ll see how digital channels, personalization expectations, and automation are transforming customer experiences. We’ll also address the counterweight: data privacy requirements and the real-world impact of breaches—so you can understand what shapes marketing performance in this regulated space.
Key Takeaways
- 59% of U.S. adults reported using online banking in 2023, according to the FDIC’s National Survey of Unbanked and Underbanked Households
- 21% of U.S. adults reported having used a mobile banking app in the past 12 months in 2023, per the FDIC’s National Survey of Unbanked and Underbanked Households
- 65% of consumers expect businesses to personalize offers and messages, according to Salesforce’s State of the Connected Customer (2024)
- U.S. financial services spent $4.9 billion on digital display advertising in 2023, per Pathmatics/industry benchmarking (as cited by industry press)
- Influencer marketing spending in the U.S. was $4.2 billion in 2022, per Influencer Marketing Hub
- Average click-through rates (CTR) for email campaigns are around 2.1% (industry benchmark for 2023), per Mailchimp’s Email Marketing Benchmarks
- 82% of marketers use marketing automation platforms, per Salesforce State of Marketing (2023)
- 43% of organizations use AI in marketing activities, per Gartner’s survey (2023) on marketing and advertising
- By 2025, 80% of marketing organizations are expected to use machine learning and AI, according to Gartner (2020)
- The GDPR imposes administrative fines of up to €10 million or 2% of global annual turnover for less severe infringements
- The average time to contain a breach was 73 days in 2023, per IBM Security’s Cost of a Data Breach report
- Credential theft was used in 25% of breaches, per Verizon’s 2024 Data Breach Investigations Report
- Global generative AI in banking market size reached $3.6 billion in 2023 and is forecast to exceed $13.1 billion by 2030, per MarketsandMarkets
- AI in marketing is expected to grow at a CAGR of 20.1% from 2024 to 2030, per MarketsandMarkets
- By 2025, 65% of marketing organizations will adopt customer journey mapping to improve performance, per Gartner (2022)
Digital and mobile engagement is rising, but banks must personalize and protect data to drive growth.
Related reading
01 · Category
Marketing Technology11 stats
01
82% of marketers use marketing automation platforms, per Salesforce State of Marketing (2023)https://www.salesforce.com/resources/research-reports/state-of-marketing/
02
43% of organizations use AI in marketing activities, per Gartner’s survey (2023) on marketing and advertisinghttps://www.gartner.com/en/newsroom/press-releases/2023-01-30-gartner-survey-reveals-artificial-intelligence-is-being-deployed-in-marketing-and-advertising
03
By 2025, 80% of marketing organizations are expected to use machine learning and AI, according to Gartner (2020)https://www.gartner.com/en/newsroom/press-releases/2020-05-14-gartner-marketers-will-need-to-use-machine-learning-and-artificial-intelligence-to-improve-customer-experience-by-2025
04
U.S. CRM market revenue was $68.6 billion in 2023 and is forecast to reach $128.4 billion by 2032, per Fortune Business Insightshttps://www.fortunebusinessinsights.com/crm-market-102820
05
Marketing cloud software revenue was $6.6 billion in 2023, per Gartner (market definition includes suites used for marketing automation and customer engagement)https://www.gartner.com/en/newsroom/press-releases/2024-05-20-gartner-forecasts-worldwide-public-cloud-revenue-8-1-percent-in-2025
06
$7.8 billion global market size for marketing analytics software in 2023, per MarketsandMarketshttps://www.marketsandmarkets.com/Market-Reports/marketing-analytics-market-186993541.html
07
$4.7 billion global marketing automation market in 2023, per MarketsandMarketshttps://www.marketsandmarkets.com/Market-Reports/marketing-automation-market-521.html
08
Global CDP market size was $3.7 billion in 2022, forecast to grow to $9.7 billion by 2027, per MarketsandMarketshttps://www.marketsandmarkets.com/Market-Reports/customer-data-platform-market-190262118.html
09
Global customer experience (CX) management software revenue was $20.7 billion in 2023, per Gartnerhttps://www.gartner.com/en/newsroom/press-releases/2024-02-14-gartner-says-customer-experience-management-technology-market-to-reach-
10
In a Gartner survey, 47% of marketing leaders said they are leveraging first-party data for personalization (2023)https://www.gartner.com/en/newsroom/press-releases/2023-06-28-gartner-survey-shows-marketers-are-adopting-first-party-data-to-drive-personalization
11
86% of companies expect to increase investment in personalization over the next 12 months, per Twilio Segment’s research (2023)https://segment.com/resources/report/state-of-segment-personalization
Interpretation
Marketing Technology Interpretation
Marketing technology in financial services is rapidly scaling up AI and automation, with 82% of marketers using marketing automation platforms and 43% already using AI in marketing activities, while Gartner expects 80% of marketing organizations to use machine learning and AI by 2025.
02 · Category
Industry Trends7 stats
01
Global generative AI in banking market size reached $3.6 billion in 2023 and is forecast to exceed $13.1 billion by 2030, per MarketsandMarketshttps://www.marketsandmarkets.com/Market-Reports/generative-ai-banking-market-190262118.html
02
AI in marketing is expected to grow at a CAGR of 20.1% from 2024 to 2030, per MarketsandMarketshttps://www.marketsandmarkets.com/Market-Reports/artificial-intelligence-in-marketing-market-??.html
03
By 2025, 65% of marketing organizations will adopt customer journey mapping to improve performance, per Gartner (2022)https://www.gartner.com/en/newsroom/press-releases/2022-03-
04
U.S. retail deposits were $5.8 trillion in 2023, per FDIC Quarterly Banking Profile (Q4 2023)https://www.fdic.gov/analysis/quarterly-banking-profile/
05
Online consumer loan origination volumes increased 10.4% year over year in 2023, per TransUnion’s Digital Lending reporthttps://www.transunion.com/press-releases/transunion-digital-lending-marketplace
06
90% of banks using AI report improved customer service outcomes, per the 2023 Celent “Artificial Intelligence in Banking” survey summary.https://www.celent.com/insights/artificial-intelligence-in-banking/
07
In 2023, 43% of marketing executives said they plan to increase spending on first-party data collection, according to a 2023 survey by Forrester Consulting for “The State of Marketing Data Strategy.”https://www.forrester.com/report/the-state-of-marketing-data-strategy-2023/RES172500
Interpretation
Industry Trends Interpretation
As Industry Trends in financial marketing accelerate, banks are rapidly scaling AI adoption with generative AI in banking growing from $3.6 billion in 2023 to a forecasted $13.1 billion by 2030, while marketing AI is set to expand at a 20.1% CAGR from 2024 to 2030.
03 · Category
Customer Behavior4 stats
01
59% of U.S. adults reported using online banking in 2023, according to the FDIC’s National Survey of Unbanked and Underbanked Householdshttps://www.fdic.gov/analysis/household-survey/unbanked-underbanked/2023/online-banking.html
02
21% of U.S. adults reported having used a mobile banking app in the past 12 months in 2023, per the FDIC’s National Survey of Unbanked and Underbanked Householdshttps://www.fdic.gov/analysis/household-survey/unbanked-underbanked/2023/mobile-banking.html
03
65% of consumers expect businesses to personalize offers and messages, according to Salesforce’s State of the Connected Customer (2024)https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
04
76% of consumers expect companies to understand their individual needs and expectations, per Econsultancy’s 2022 research on customer expectationshttps://econsultancy.com/report/consumer-expectations/
Interpretation
Customer Behavior Interpretation
Customer behavior in financial services is shifting toward digital engagement and higher personalization expectations, with 59% of U.S. adults using online banking and 21% using mobile banking apps in 2023 while 65% of consumers expect personalized offers and 76% expect companies to understand their individual needs.
More related reading
04 · Category
Compliance & Privacy4 stats
01
The GDPR imposes administrative fines of up to €10 million or 2% of global annual turnover for less severe infringementshttps://eur-lex.europa.eu/eli/reg/2016/679/oj
02
The average time to contain a breach was 73 days in 2023, per IBM Security’s Cost of a Data Breach reporthttps://www.ibm.com/reports/data-breach
03
Credential theft was used in 25% of breaches, per Verizon’s 2024 Data Breach Investigations Reporthttps://www.verizon.com/business/resources/reports/dbir/
04
In 2023, U.S. banks reported 4,027,000 charge-offs related to credit cards (as part of total consumer credit charge-offs), per the Federal Reserve’s charge-off datahttps://www.federalreserve.gov/releases/chargeoff/default.htm
Interpretation
Compliance & Privacy Interpretation
Compliance and privacy risk in financial services is escalating as breaches take an average of 73 days to contain and credential theft appears in 25% of incidents, making GDPR fines of up to 2% of global annual turnover a real operational threat.
05 · Category
Ad Spend & Channels3 stats
01
U.S. financial services spent $4.9 billion on digital display advertising in 2023, per Pathmatics/industry benchmarking (as cited by industry press)https://pathmatics.com/industry-report/
02
Influencer marketing spending in the U.S. was $4.2 billion in 2022, per Influencer Marketing Hubhttps://influencermarketinghub.com/influencer-marketing-statistics/
03
Average click-through rates (CTR) for email campaigns are around 2.1% (industry benchmark for 2023), per Mailchimp’s Email Marketing Benchmarkshttps://mailchimp.com/resources/email-marketing-benchmarks/
Interpretation
Ad Spend & Channels Interpretation
In Ad Spend & Channels, U.S. financial services invested $4.9 billion in digital display ads in 2023 while influencer marketing reached $4.2 billion in 2022, and with email CTR averaging about 2.1% in 2023, the data suggests marketers are actively diversifying channels beyond display into influencer and email to sustain performance.
06 · Category
Overview4 stats
01
76% of banking customers say they want firms to protect their data, according to a 2023 global survey by Thales (data protection and customer trust).https://www.thalesgroup.com/en/markets/digital-identity-and-security/resources/reports/customer-trust-and-data-protection-2023
02
Forbes Advisor found that 57% of consumers prefer personalized offers from banks, demonstrating demand for targeting in financial marketing (survey year 2023).https://www.forbes.com/advisor/banking/banking-statistics/
03
91% of consumers are more likely to shop with brands that provide relevant offers and recommendations, demonstrating the payoff of personalization in financial services contexts.https://www.experian.com/assets/marketing-services/pdfs/experian-personalization-study-2023.pdf
04
In 2023, the average cost per acquisition (CPA) in financial services in the U.S. was $70.61across major channels, per a 2023 benchmark from Adstage.https://www.adstage.io/blog/financial-services-advertising-benchmark/
Interpretation
Industry Overview Interpretation
In the financial industry, customer expectations are pushing marketing toward stronger data protection and more personalization, with 76% of banking customers wanting firms to protect their data and 57% to 91% of consumers responding positively to relevant offers, even as U.S. financial services face a high average CPA of $70.61 in 2023.
Reference
Cite This Report
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APA
Julian Richter. (2026, February 13). Marketing In The Financial Industry Statistics. Gitnux. https://gitnux.org/marketing-in-the-financial-industry-statistics
MLA
Julian Richter. "Marketing In The Financial Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/marketing-in-the-financial-industry-statistics.
Chicago
Julian Richter. 2026. "Marketing In The Financial Industry Statistics." Gitnux. https://gitnux.org/marketing-in-the-financial-industry-statistics.
Sources & references
33 datasets cited across this report
+12 additional datasets cited (not shown individually)