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JFAM Forum: How to reach financial services clients in 2013

From left to right: Gina Ballenger, VP, Enterprise Social Media Marketing, Wells Fargo; Chad Smith, Global Social Content Dist. Manager, iShares/Blackrock; Matthew Dunn, Director Social Strategies, Franklin Templeton Investments; Clara Shih, Founder and CEO, Hearsay Social

Yet another successful JFAM Forum took place in San Francisco yesterday focused on one crucial question: What do financial marketers want from their marketing in 2013? Sponsored by Financial Times, Hearsay Social, The Street, and others, the forum brought together speakers and attendees to talk brand reputation and content marketing in financial services, and how new technology like social media affects these hot topics.

As a result of the financial crisis and other factors, firms have lost the trust of their customers. In the morning keynote, Hearsay Social CEO Clara Shih carefully explained that customers increasingly recognize and ignore mailers and impersonal campaigns created by “faceless organizations.”

So what are customers responding to? Personal notes from actual people.

The marketer’s job in 2013 and for years to come is to meet the customer where they actually are–on mobile and social–and engage with them in an authentic, personal manner. Marketers and reps that are good at what they do are rightfully focusing on quality of messages as opposed to quantity.

In the social media age, content is king. Financial firms are quickly learning that by sharing and engaging on social networks, and by leveraging the authenticity and humanness of their field, they can earn back their customers’ trust and business.

Ronny Kerr

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