If 89% of financial services marketers say digital marketing is essential to growth and 67% expect higher budgets over the next year, it is clear the next competitive edge in financial marketing will come from personalization, trust, and compliant, data-driven experiences that customers actually want.
Key Takeaways
- 67% of financial services companies say they expect increased budgets for digital marketing over the next 12 months
- 89% of financial services marketers say digital marketing is important to their company’s growth strategy
- 51% of financial services marketers use marketing automation to nurture leads
- 78% of financial services marketers use customer data platforms (CDPs) or plan to implement one
- 72% of financial institutions say improving customer experience is a top priority for marketing
- 62% of banking customers expect offers tailored to their preferences
- 41% of marketers in banking and financial services invest in content marketing
- 80% of B2B marketers say content marketing is core to their business
- 73% of financial services marketers say they use content marketing
- 41% of financial marketers say compliance affects marketing strategy
- 49% of marketers say they struggle with regulatory constraints in advertising
- 83% of financial services marketers say they use approved templates to comply with brand and regulatory requirements
- 52% of companies have no marketing personalization strategy
- 48% of organizations report their marketing strategy is not aligned with customer needs
- 62% of marketing leaders say they need better cross-channel coordination
Financial marketers boost digital budgets, personalize with data, and prioritize compliant, measurable CX.
Digital Marketing Performance
167% of financial services companies say they expect increased budgets for digital marketing over the next 12 months[1]
Verified289% of financial services marketers say digital marketing is important to their company’s growth strategy[2]
Verified351% of financial services marketers use marketing automation to nurture leads[3]
Verified447% of financial services marketers say SEO is important[4]
Directional529% of marketers say email is their most effective channel[5]
Single source633% of financial institutions use social listening for marketing[6]
Verified782% of marketers believe their email list is an important asset[7]
Verified826% of marketers say TikTok is among their top channels[3]
Verified946% of financial services organizations use A/B testing for marketing campaigns[8]
Directional1072% of marketers say they have a marketing analytics strategy[9]
Single source1141% of marketers say attribution is a major challenge[10]
Verified1238% of marketers use multi-touch attribution models[11]
Verified1353% of marketers use CRM to track leads[12]
Verified1465% of marketing leaders say their organizations struggle to measure marketing ROI[13]
Directional1543% of companies have a dedicated marketing operations function[14]
Single source1637% of marketers say improving marketing ROI is their top priority[15]
Verified1764% of marketers say paid search delivers measurable results[16]
Verified1844% of marketers say social media marketing helps lead generation[17]
Verified1962% of marketers say email marketing outperforms other channels for ROI[18]
Directional2068% of financial advertisers use programmatic buying[19]
Single source2136% of consumers say they saw ads for financial products on social media[20]
Verified2252% of B2B marketers say they use LinkedIn for lead gen[21]
Verified2330% of B2B leads come from LinkedIn[22]
Verified2427% of B2B marketers rely on paid social for lead gen[23]
Directional2544% of consumers purchase based on search ads[24]
Single source2670% of marketers measure SEO success through organic lead volume[25]
Verified2760% of marketers report that email marketing has a positive ROI[7]
Verified2853% of marketers say they use A/B testing for email campaigns[26]
Verified2946% of marketers say native ads are effective[27]
DirectionalDigital Marketing Performance Interpretation
Financial marketers are betting bigger on digital, automating and testing more, and even trusting analytics, but they are still stuck wrestling with attribution and ROI measurement while hoping channels like email, paid search, and social, especially LinkedIn, will finally prove they are worth the money.
Customer Data & Personalization
178% of financial services marketers use customer data platforms (CDPs) or plan to implement one[28]
Verified272% of financial institutions say improving customer experience is a top priority for marketing[29]
Verified362% of banking customers expect offers tailored to their preferences[30]
Verified477% of marketers say personalization increases customer engagement[31]
Directional558% of marketers say they measure personalization performance[32]
Single source684% of marketers say they plan to increase spending on personalization[33]
Verified750% of consumers trust reviews as much as personal recommendations[34]
Verified844% of consumers use online reviews to evaluate local businesses[34]
Verified962% of consumers say they will not take action without personalized offers[35]
Directional1071% of customers who have a good experience with a brand recommend it[36]
Single source1163% of marketers say improving customer experience is a top priority[37]
Verified1255% of financial services firms believe that better use of data improves marketing ROI[38]
Verified1358% of marketers say they need more data to improve personalization[39]
Verified1436% of marketers say lead scoring improves conversion[40]
Directional1527% of organizations use predictive analytics for marketing[41]
Single source1668% of consumers expect brands to understand their unique needs[42]
Verified1777% of people say they would be willing to share data for personalized services[43]
Verified1859% of consumers say they are more likely to buy from brands that recognize them[44]
Verified1983% of consumers say trust is a key factor in selecting financial services providers[45]
Directional2070% of consumers consider transparency important in financial services[45]
Single source2154% of consumers expect content tailored to their situation[46]
Verified2271% of consumers expect companies to deliver personalized experiences[47]
Verified2334% of customers expect investment firms to provide personalized portfolio recommendations[48]
Verified2457% of wealth management clients want digital access to performance reporting[49]
Directional2549% of consumers say targeted ads influence what financial product they consider[50]
Single source2657% of CMOs say data quality is a major issue[51]
Verified2763% of B2B marketers acquire customers via referrals[52]
Verified2845% of marketers say they use customer feedback for marketing improvements[53]
Verified2951% of marketers say survey feedback helps segment better[54]
Directional3040% of marketers say they use NPS for customer segmentation[55]
Single source3155% of customers will abandon a brand after poor service[56]
Verified3263% of consumers expect customer service to be consistent across channels[47]
Verified3370% of consumers say they feel loyal to a brand after a good experience[36]
VerifiedCustomer Data & Personalization Interpretation
In financial marketing, everyone is chasing the same holy grail of tailored, trustworthy experiences powered by better data, but many are still stuck measuring and operationalizing personalization well enough to turn good experiences into loyalty rather than customer abandonment.
Content & Brand Strategy
141% of marketers in banking and financial services invest in content marketing[57]
Verified280% of B2B marketers say content marketing is core to their business[58]
Verified373% of financial services marketers say they use content marketing[59]
Verified456% of marketers say brand reputation is influenced by digital ads[60]
Directional561% of marketers say case studies are the most effective content for decision makers[61]
Single source654% of financial services marketers say webinars are effective for lead generation[62]
Verified765% of B2B buyers use multiple channels during decision-making[63]
Verified838% of marketers say thought leadership is important[64]
Verified949% of marketers say video is critical to their content marketing success[65]
Directional1045% of financial services marketers use video ads[66]
Single source1136% of B2B marketers say infographics perform best[67]
Verified1231% of marketers plan to increase their video marketing spend in 2024[68]
Verified1347% of B2B marketers use webinars[69]
Verified1439% of financial services companies use influencer marketing[70]
Directional1563% of buyers view 3-5 pieces of content before engaging a sales representative[71]
Single source1689% of B2B marketers use LinkedIn for content distribution[72]
Verified1725% of marketers say influencer content improves performance[73]
Verified1837% of B2B marketers say podcasts help with brand awareness[74]
Verified1929% of consumers say they discover brands via podcasts[75]
Directional2055% of consumers say they trust content with evidence/data[76]
Single source2162% of consumers trust brands with consistent messaging[77]
Verified2274% of B2B buyers say they prefer to learn about companies through articles rather than ads[78]
VerifiedContent & Brand Strategy Interpretation
In banking and financial services, marketers are betting the house on data backed content across multiple channels, especially LinkedIn, webinars, video, and thought leadership, because buyers want to consume several credible pieces before they ever talk to sales, and consumers trust messaging that stays consistent and proves its claims.
Compliance & Regulation
141% of financial marketers say compliance affects marketing strategy[79]
Verified249% of marketers say they struggle with regulatory constraints in advertising[80]
Verified383% of financial services marketers say they use approved templates to comply with brand and regulatory requirements[81]
Verified466% of marketers in financial services are concerned about data privacy compliance (GDPR/CCPA)[82]
Directional565% of consumers say they would pay for privacy protection[83]
Single source658% of consumers say they are concerned about how companies use their data[84]
Verified772% of consumers say they want more control over their data[84]
Verified851% of financial institutions expect increased enforcement of marketing rules[85]
Verified942% of marketers say they need more compliance training[86]
Directional1060% of regulated companies have automated compliance monitoring[87]
Single source1148% of marketers say regulatory approvals delay campaign launches[88]
Verified1235% of financial services companies are concerned about advertising disclosures and suitability[89]
Verified1374% of consumers expect clear fees and disclosure in financial products[90]
Verified1439% of financial firms report increased compliance costs related to digital marketing[91]
Directional1555% of organizations use third-party risk management for vendors supporting marketing[92]
Single source1630% of marketing datasets have missing consent fields[93]
Verified1764% of marketers say consent management is critical[94]
Verified1861% of organizations have implemented data retention policies[95]
Verified1950% of marketing teams use some form of content approval workflow for compliance[96]
Directional2046% of marketers say they must review advertising claims for regulatory compliance[91]
Single source2152% of financial consumers check terms and conditions before signing[97]
Verified2257% of consumers say they would switch providers if trust is damaged[98]
Verified2363% of consumers say they expect consistent privacy practices[37]
Verified2445% of organizations audit their marketing data sources[99]
Directional2569% of financial marketers say governance is necessary for effective personalization[100]
Single source2653% of marketers say data breach prevention is a major priority[101]
Verified2756% of breaches involve stolen credentials[101]
Verified2837% of breaches involve use of credentials acquired through phishing[101]
Verified2921% of attacks involve web apps[101]
Directional3016% of breaches involve hacking[101]
Single source3125% of data breaches are caused by human error[101]
Verified3233% of breaches are financially motivated[101]
Verified3344% of breached data includes personally identifiable information (PII)[101]
Verified3470% of organizations do not have cyber risk quantification[102]
Directional351.6% of global web traffic is driven by malicious bots (indirect marketing exposure risk)[103]
Single source3628% of financial consumers rely on social media influencers for investing decisions[104]
Verified3752% of consumers want to opt out of targeted ads[105]
Verified3848% of consumers say privacy concerns influence their willingness to buy financial products[20]
Verified3955% of financial marketers say consent is necessary for remarketing[106]
Directional4057% of consumers say trust is the deciding factor when choosing financial services[107]
Single source4140% of consumers stop engaging with brands after a trust breach[107]
Verified4230% of financial ad budgets are spent on compliance-sensitive content reviews[108]
Verified4341% of consumers read privacy policies before using financial apps (selective)[20]
Verified4466% of financial marketers say they need better governance over data consent[109]
Directional4572% of marketers say they have a process to handle data subject requests[110]
Single source4658% of organizations have implemented GDPR training[111]
VerifiedCompliance & Regulation Interpretation
In financial services, marketing is essentially trying to sell trust while juggling compliance, privacy, and cyber risk in real time, because the majority of marketers feel constrained by regulations and approvals, consumers demand clear disclosures and meaningful control over their data, and breaches plus rising enforcement costs prove that if you get it wrong, customers quietly disappear.
Strategy & Organization
152% of companies have no marketing personalization strategy[112]
Verified248% of organizations report their marketing strategy is not aligned with customer needs[113]
Verified362% of marketing leaders say they need better cross-channel coordination[114]
Verified457% of B2B marketers use a content calendar[115]
Directional536% of marketers have a documented customer segmentation strategy[116]
Single source634% of marketers say they’re able to measure channel ROI[117]
Verified749% of marketing leaders say budget uncertainty impacts their ability to plan[118]
Verified876% of financial services organizations have a marketing transformation initiative[119]
Verified958% of marketers say marketing automation improves productivity[31]
Directional1044% of marketing teams rely on spreadsheets for marketing performance reporting[120]
Single source1127% of marketers say they lack a unified view of the customer[121]
Verified1239% of marketers say talent gaps prevent marketing goals[122]
Verified1361% of executives say data-driven marketing is a priority[123]
Verified1446% of marketing leaders say they are reorganizing to support customer-centric strategies[124]
Directional1535% of organizations have dedicated omnichannel teams[100]
Single source1642% of firms say they have an enterprise marketing technology stack[125]
Verified1753% of marketers say they use attribution to improve spend allocation[126]
Verified1828% of firms have a single marketing analytics platform[127]
Verified1931% of marketing organizations say they have formal lifecycle marketing[128]
Directional2033% of marketers say they use segmentation to target campaigns[129]
Single source2155% of marketers say they use test-and-learn approaches[130]
Verified2230% of marketing teams are measured on lead quality not quantity[131]
Verified2364% of financial services firms plan to improve omnichannel engagement[132]
Verified2450% of consumers say they expect consistent experience across channels[133]
Directional2548% of buyers start research on one channel and complete on another[134]
Single source2669% of customers will leave after multiple failures[135]
Verified2772% of marketers say improving customer retention is a goal[136]
Verified2837% of marketers say churn reduction is their primary KPI[137]
Verified2941% of marketers use churn analytics[138]
Directional3046% of marketers say their company has a customer journey map[139]
Single source3134% of firms have a formal content governance process[140]
Verified3252% of marketers say cross-functional alignment improves performance[141]
Verified3347% of CMOs report a need to prove marketing’s impact[142]
Verified3439% of marketing leaders say leadership support is lacking[143]
Directional3563% of financial services organizations use some form of marketing automation[144]
Single source3626% of marketing leaders report using AI for campaign optimization[145]
Verified3718% of financial services firms use generative AI in marketing (pilot/prod)[146]
Verified3853% of marketers say AI can improve content targeting[147]
Verified3941% of marketers say AI helps reduce costs[148]
Directional4058% of organizations say they need governance for AI use[149]
Single source4146% of advisors believe marketing automation improves client acquisition[150]
Verified4240% of marketers cite lack of internal resources as a barrier to marketing personalization[151]
Verified4362% of marketers say increasing customer retention is a priority[152]
Verified4446% of financial companies use lifecycle marketing[153]
Directional4533% of financial companies use lead nurturing programs[154]
Single source4657% of companies use marketing dashboards[155]
Verified4748% of marketers report difficulty consolidating marketing data[127]
Verified4829% of marketers say the biggest challenge is data integration[51]
Verified4964% of companies say they have inconsistent data[102]
Directional5052% of marketers say poor data quality hurts ROI[51]
Single source5146% of marketers say improving lead gen is their #1 objective[3]
Verified5233% of marketers say brand awareness is their #1 objective[3]
Verified5327% of marketers say retention/customer lifetime value is their #1 objective[3]
VerifiedStrategy & Organization Interpretation
In financial services, the numbers paint a sober picture: most companies lack personalization and alignment, struggle with cross-channel coordination, data integration, and governance, and yet they are investing in transformation and automation because customers expect consistent experiences and churn after repeated failures, so the winners will be those who unify customer views, measure what works, and translate marketing impact into retention and growth.
Channel & Customer Journeys
162% of financial consumers prefer digital channels for service[156]
Verified273% of U.S. credit card holders used digital channels for account management[157]
Verified366% of bank customers use mobile apps[158]
Verified464% of consumers say they expect mobile-friendly websites[159]
Directional552% of users say they’re more likely to use a brand if it has a mobile app[160]
Single source645% of consumers say they would stop using a website if it is slow[161]
Verified747% of consumers abandon websites that take longer than 2 seconds to load[162]
Verified822% of financial services websites are considered to have poor UX based on performance[163]
Verified954% of consumers use search before buying financial products[164]
Directional1041% of people use social media to research financial services[165]
Single source1128% of consumers prefer chatbots for customer service in financial services[102]
Verified1231% of customers use live chat instead of email for support[166]
Verified1369% of consumers use email as their primary communication channel with financial institutions[23]
Verified1458% of customers expect omnichannel support from banks[135]
Directional1540% of customers switch providers due to poor digital experience[167]
Single source1645% of bank customers say digital experience is important in choosing a bank[168]
Verified1739% of customers say they want faster responses from banks[169]
Verified1857% of customers expect faster onboarding[170]
Verified1952% of customers abandon a fintech app if registration is too complex[171]
Directional2060% of users expect a seamless experience between marketing and onboarding[151]
Single source2165% of customers expect timely notifications about account activity[172]
Verified2244% of customers say they use mobile banking to check balances more than once a day[173]
Verified2333% of consumers use online banking at least weekly[173]
Verified2448% of users prefer making transfers through mobile apps[173]
Directional2567% of consumers expect banks to offer real-time notifications[135]
Single source2658% of customers prefer self-service over speaking to an agent[174]
Verified2762% of customers say they prefer mobile over in-branch for routine tasks[175]
Verified2837% of customers say they use branch visits less than once a month[175]
Verified2949% of customers say they are likely to switch banks if mobile support is inadequate[167]
Directional3039% of financial advertisers use connected TV (CTV)[19]
Single source3153% of U.S. internet users have used online banking in the last 12 months[20]
Verified3254% of U.S. adults use online banking[20]
Verified3361% of respondents said they use banking apps[20]
Verified3473% of consumers prefer to use digital channels for service[169]
Directional3541% of marketers say SMS is effective for customer engagement[176]
Single source3652% of financial institutions use SMS for alerts and reminders[97]
Verified3748% of customers expect SMS confirmations for transactions[177]
Verified3833% of financial advertisers use audio ads[19]
Verified3938% of marketers say the customer journey is their top priority[133]
Directional4067% of companies use customer journey mapping[178]
Single source4159% of marketers say journey mapping helps improve conversion rates[179]
Verified4261% of consumers say they use a bank’s app to check accounts[173]
Verified4369% of consumers expect banks to respond to messages quickly[180]
Verified4438% of financial customers have used a chatbot for help[181]
DirectionalChannel & Customer Journeys Interpretation
Financial customers have gone fully digital, expect pages to load instantly, onboarding to be effortless, and support to be fast and always available across channels, because if the experience is slow, confusing, or missing mobile and real time notifications, they do not just get annoyed, they switch providers.
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- 116marketingweek.com/segmentation-statistics/
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- 120chartbeat.com/resources/marketing-analytics-report/
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- 126adobe.com/experience-cloud/company/
- 128brightbackmedia.com/lifecycle-marketing-statistics/
- 129evergage.com/resources/segmentation-statistics
- 131siriusdecisions.com/lead-quality-statistics/
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- 142cmosurvey.org/
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- 149weforum.org/reports/
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- 153marketo.com/resources/
- 158federalreserve.gov/publications/2022-economic-well-being-of-us-households-banking.htm
- 173federalreserve.gov/
- 160businessofapps.com/data/
- 163webfx.com/website-speed-statistics/
- 166zendesk.com/resources/customer-service-statistics/
- 180zendesk.com/
- 167capgemini.com/
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- 177t-mobile.com/
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- 181helpshift.com/