State of Marketing. Financial Services

State of Marketing Financial Services

State of Marketing In the fall of 2013, we surveyed thousands of marketers to learn their top marketing objectives and priorities for 2014. With more than 2,500, we analyzed their insights to give you a current snapshot of the state of marketing. Now, we focus on financial services, including the of 268 marketers in this vertical. From lifecycle campaigns to return on investment (ROI), you ll find timely recommendations to help you plan your marketing efforts for the year ahead. Table of Contents Executive Summary... 3 New Priorities for 2014... 4 Budgets on the Rise... 8 A Shift in Lifecycle Marketing... 10 Email is Alive and Well... 13 Responsive Design is the New Black... 15 Breaking Social Ground... 16 The Future of Mobile... 19 Mobile Meets the Family... 23 2014 Recommendations... 24 Survey Methodology and Demographics... 26 2 2014 State of Marketing: Financial Services

Financial Services Executive Summary The 2014 State of Marketing survey asked marketers about their budgets, priorities, channels, metrics, and strategies for 2014. See a snapshot of key findings from the financial services vertical here. 2014 Priorities 43 % Increasing & Driving increased 42 % conversion rates improving brand awareness 30 % Collecting, measuring, and using behaviorbased data 99% of financial services marketers plan to increase or maintain their spend in 2014. Top 5 areas for increased spending: Data & 60 % Marketing Analytics Automation 58 % Social Media Email 56 % CONTENT 56 % 54 % Marketing MANAGEMENT marketing 56% said driving subscriber engagement is their primary lifecycle challenge. EMAIL SOCIAL Mobile 68% believe email is core to their business 52% are sending more than 500,000 emails annually 85% believe social efforts will or do provide ROI 56% have a dedicated social team 87% using mobile believe mobile efforts do or will provide ROI 63% have an app 49% rarely/never use responsive design 35% believe social is core to their business 24% are using location-based functionality 2014 State of Marketing: Financial Services 3

New Priorities for 2014: Financial Services Each year, endless options for marketing strategies face marketers, so it can be difficult to determine what s most important. We asked marketers to identify their top three marketing priorities for 2014, and we found that financial services marketers shared the same three top priorities as marketers overall: Driving increased conversion rates Increasing and improving brand awareness 1 2 3 Collecting, measuring, and using behavior-based data As shown in the following chart, 2014 Top Three Marketing Priorities: Financial Services, driving increased conversion rates and increasing and improving brand awareness are two clear priorities for the year to come. A focus on conversion rates comes as no surprise, as more and more marketing teams work to align with their sales teams and prove value through concrete results. And while marketers are experiencing increased accountability, they re also being given more resources than ever to take a greater role in driving the business. Respondents across almost every level of the organization also identified brand awareness as a top priority indicating that brand is still a core focus, even beyond the CMO. With this in mind, we expect to see marketers using social media, mobile, and personalized web experiences to better boost their brand with customers. The third most popular priority for marketers collecting, measuring, and using behavior-based data will support all other marketing objectives. More data enables marketers to build better 1:1 customer experiences and cut through the communication clutter, so it s now more important than ever to have a plan and process around collecting that data. Interested in the complete research with results from 2,500 marketers? Get the 2014 State of Marketing report 4 2014 State of Marketing: Financial Services

2014 Top Three Marketing Priorities: Financial Services 100% 75% 50% 25% 43% Driving increased conversion rates 47% 42% Increasing & improving brand awareness 46% 30% Subscriber acquisition 28% 28% Collecting, measuring, & using behavior-based data 29% 26% Testing & optimization 21% 24% Leveraging actionable data 21% 23% Improving measurement & results of digital channels 24% 22% Channel expansion (adding new digital marketing channels) 22% 21% Data acquisition (improving/expanding data collection efforts) 20% 20% Organizational alignment (increasing collaboration between business units) 19% 18% Campaign attribution (identifying campaign s role in sales) 19% 3% Other 4% 228 2014 State of Marketing: Financial Services 5

New devices and channels emerge every day to create a more connected and complex brand-to-customer landscape. A single wide net across multiple mediums won t work, so here s how financial services marketers say that they re divvying areas of focus and measuring success. Financial services marketers are taking advantage of the mobile trend. In 2014, they will more than double their usage of both SMS messaging (24% already use; 29% plan to implement) and mobile push notifications (17% already use; 33% plan to implement). Digital Marketing Organization Areas of Focus: Financial Services We use today Plan to use in 2014 Do not plan to use Email Marketing SMS Messaging Social Media Marketing Social Listening SEM/ SEO Recommend in Email Display/ Banner Ads Guided Selling 85% 24% 58% 47% 62% 38% 62% 30% 13% 29% 24% 26% 18% 29% 14% 23% 3% 47% 17% 27% 20% 33% 24% 46% 235 233 233 233 234 235 235 233 Marketing Automation Social Advertising Mobile Push Notifications Data & Analytics Personalized Web Landing Pages Lead Scoring Content Mgmt 35% 41% 17% 75% 20% 68% 28% 59% 42% 30% 33% 15% 28% 18% 36% 24% 23% 28% 50% 9% 52% 14% 36% 17% 234 234 234 234 235 235 233 234 Note: Offer management is not reported for financial services due to its low overall focus compared to other interactive marketing areas. 6 2014 State of Marketing: Financial Services

Financial services marketers chose ROI, engagement rate, and conversion rate as their primary measures to track success. These are the same metrics that overall marketers selected for their top three, except that they were prioritized in a different order: conversion rate, engagement rate, and ROI, respectively. Top Three Success Metrics: Financial Services 70% Return on Investment 68% Engagement Rate (opens, clicks) 63% Conversion Rate (sales directly attributed to digital marketing campaigns) 36% Lifetime Customer Value 22% Audience List Growth 18% Social Activity (likes, shares, retweets) 18% Incremental Value 5% Other 220 Clearly, marketers have many areas of focus heading into 2014. For recommendations on where to begin, visit the section 2014 Recommendations later in this report. 2014 State of Marketing: Financial Services 7

Budgets on the Rise According to Gartner analyst Laura McLellan, the CMO will spend more on IT than the CIO by 2017. 1 So, it s no surprise that our survey found 96% of Financial Services marketers plan to increase or maintain their budgets for 2014, while only 3% plan to decrease. Financial services marketers plan to increase dollars in five key areas in 2014: 1 Data & analytics (60% plan to increase) 2 3 4 5 Marketing automation (58% plan to increase) Social media marketing (56% plan to increase) Content management (56% plan to increase) Email marketing (54% plan to increase) It makes sense that data and analytics top the list, as financial services marketers noted increasing conversion rates and collecting behavior-based data as two of their top three 2014 priorities (see the section New Priorities for 2014 ). Likewise, the second greatest budget increase is for marketing automation, which will play a key role as marketers act on the data they ve collected to power personalized customer experiences. Along with an increased focus on data and analytics, marketing automation, and content comes a need for better landing pages to collect information and disperse content. As shown in the chart Digital Marketing Organization Areas of Focus, financial services marketers have placed a large priority on landing pages for 2014, with 68% using landing pages now and 18% planning to adopt them in 2014. The next chart shows a more complete picture of how financial services marketers plan to spend their budget in 2014. 1 my.gartner.com/portal/server.pt?open=512&objid=202&mode=2&pageid=5553&resid=1871515&ref=webinar-calendar 8 2014 State of Marketing: Financial Services

2014 Digital Marketing Budget: Financial Services Increase Stay about the same Decrease Don t know Data & Analytics Marketing Automation Social Media Marketing Content Management Email Marketing Lead Scoring SEM/SEO Social Listening 60% 58% 56% 56% 54% 50% 47% 47% 31% 33% 35% 36% 39% 40% 44% 41% 0% 3% 3% 2% 2% 1% 3% 3% 8% 7% 7% 7% 4% 9% 5% 9% 211 179 192 192 228 149 187 170 2014 State of Marketing: Financial Services 9

A Shift in Lifecycle Marketing Lifecycle marketing occurs when marketers communicate with specific audience members at precise times. Marketers told us that lifecycle marketing is still a key piece of their overall strategy. We define lifecycle marketing as the tactics that reach customers across four core stages: Acquire Onboard Engage Retain Acquiring new audience members and converting potential customers into subscribers (whether to email, social, or mobile communications). Onboarding subscribers and making them accustomed to the cadence and content of your interactions. Engaging subscribers with automated, personalized campaigns. Retaining existing subscribers with targeted reengagement and win-back strategies. And while marketers are still focused on lifecycle marketing, we ve uncovered a notable shift. Unlike earlier findings (including IBM s The State of Marketing 2013) that showed acquiring new subscribers as marketers greatest lifecycle challenge, our research found that driving engagement and revenue (56%) has edged to the forefront of their lifecycle concerns. The top three lifecycle marketing campaigns that financial services marketers currently use are newsletter (65%), promotional (55%), and web opt-in (44%). The next highest utilized, transactional (39%), is 26% lower than newsletter. A significant gap exists between the importance marketers place on lifecycle marketing campaigns and the number of campaigns they actually implement, as shown by the gap between the top three campaigns and the many other underutilized campaigns. For example, loyalty campaigns are used by only 34%, however, this type of campaign has one of the highest reported success rates compared to other lifecycle marketing campaigns. Along with testing other lifecycle strategies, implementing or increasing your effort on a loyalty campaign may be a great way to differentiate your brand, build loyalty, increase engagement, and drive results all with minimal effort. The lifecycle campaign performing best for financial services marketers is browse retargeting, with 45% rating this campaign as very good to excellent and 34% rating it good. Yet this campaign is among the least-used campaigns for marketers in this vertical, suggesting that it may be time for more financial services marketers to begin testing and incorporating browse retargeting tactics. 10 2014 State of Marketing: Financial Services

Lifecycle Marketing Challenges: Financial Services 100% 75% 50% 25% 54% Acquiring new subscribers 45% Developing a strong relationship with new subscribers 56% Increasing subscriber engagement and revenue 47% Getting the attention of subscribers that are no longer engaging with your messages 213 2014 State of Marketing: Financial Services 11

Lifecycle Marketing Campaigns: Financial Services We use today Plan to use in 2014 Do not plan to use Web Opt-in Social Opt-in Mobile Opt-in Welcome Series Promotional Birthday Newsletter Anniversary 44% 26% 15% 36% 55% 25% 65% 21% 24% 33% 35% 35% 22% 22% 19% 23% 31% 41% 50% 29% 23% 54% 15% 57% 213 213 213 213 213 213 213 213 Post- Purchase Loyalty Abandoned Cart Browse Retargeting Win-Back Reengagement Transactional 31% 34% 13% 18% 23% 33% 39% 24% 29% 13% 25% 28% 32% 23% 45% 38% 74% 57% 49% 35% 38% 213 213 213 213 213 213 213 12 2014 State of Marketing: Financial Services

Email is Alive and Well Email is far from dead in the financial services space, according to the 68% of marketers who say that email marketing is core to their business for a variety of reasons the top being: Email indirectly impacts your business performance (43%) Email is a critical enabler of products/services your business provides (41%) Your business s primary revenue source is directly linked to email operations (16%) Our data shows that 54% of financial services marketers will increase their email spend in 2014, a spend that seems justified when you consider that 87% believe that email marketing does or will produce ROI; 61% have a dedicated email marketing team; and 52% are sending more than 500,000 emails annually. Compared to overall marketers, financial services marketers have a slightly larger email team size: 35% of financial services marketers have an email team of 4 people or more, compared with 26% of overall marketers with a team that size. Annual Email Send Volume: Financial Services Email Team Size: Financial Services 21% Less than 100,000 26% 100,001-500,000 18% 500,000-1 million 11% 1 million - 5 million 6% 5 million - 10 million 6% 10 million - 25 million 4% 25 million - 50 million 3% 50 million - 100 million 4% More than 100 million 22% 1 person 43% 2-3 people 19% 4-5 people 16% More than 5 people 106 174 2014 State of Marketing: Financial Services 13

We asked financial services marketers which email campaigns were most effective, and here s what they had to say: Email Lifecycle Marketing Campaigns Success: Financial Services Excellent / Very good Good Fair / Poor Web Opt-in Social Opt-in Mobile Opt-in Welcome Series Promotional Birthday Newsletter Anniversary 27% 33% 32% 35% 36% 34% 34% 25% 46% 32% 41% 45% 42% 36% 40% 41% 27% 36% 27% 20% 23% 31% 26% 34% 96 56 34 78 119 53 140 44 Post- Purchase Loyalty Abandoned Cart Browse Retargeting Win-Back Reengagement Transactional 34% 38% 39% 45% 24% 29% 42% 48% 47% 32% 34% 58% 39% 39% 17% 15% 29% 21% 18% 31% 19% 67 72 28 38 50 71 84 14 2014 State of Marketing: Financial Services

Responsive Design is the New Black By 2017, there will be nearly 1.4 mobile devices per capita. 2 Smartphone and mobile phone adoption is growing at an extraordinary pace. But despite growing mobile adoption, when asked how often they use mobile responsive design in emails, 49% of financial services marketers said rarely or never. Additionally, 41% of financial services marketers say they rarely or never use mobile responsive design for landing pages. Considering that 38% of respondents also said that 31-50% of their subscribers open their emails via a mobile device, and 23% report that their emails are opened on a mobile device more than 51% of the time, the frequency of using mobile responsive design seems suprisingly low. With 54% of financial services marketers planning to increase email marketing budget in 2014, these marketers would be wise to incorporate responsive design strategy into that increased budget. The results could be detrimental if they increase the number of emails and subscriber base but don t make a commitment to a mobile-friendly experience. Emails Read on a Mobile Device: Financial Services Mobile Responsive Design for Landing Pages: Financial Services 38% Less than 30 percent 38% 31-50 percent 20% 51-70 percent 3% 71-80 percent 0% 81-90 percent 0% More than 90 percent 167 16% Always 16% Often 28% Sometimes 22% Rarely 19% Never 133 2 Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012 2017, February 2013, Cisco 2014 State of Marketing: Financial Services 15

Breaking Social Ground Just over one-third (35%) of financial services marketers agree that social marketing is core to their business. They chose the following explanations for why social was important: Social indirectly impacts your business performance (62%) Social is a critical enabler of products/services your business provides (29%) Your business s primary revenue source is directly linked to social marketing (9%) The reduced popularity of social marketing among financial services marketers could be because financial services are often privately experienced. Customers likely don t use social media to ask financial questions, which could be personal, in the same way they use social to ask brands questions about retail products, for example. Interestingly, dedicated social teams are almost as common as dedicated email teams (56% of respondents have a social team; 61% have an email team). Since email is a longtime marketing staple, it s worth noting that marketers are dedicating similar resources to newer social marketing efforts. Eighty-five percent of financial services marketers believe that social media either currently is or will eventually produce ROI. To produce more ROI from social, marketers need a strong strategy in place to drive measurable results. Starting with one or two social channels and firming up a strategy on a small scale can help maximize social resources. Social Media Marketing ROI: Financial Services Social Media Team Size: Financial Services 17% Social media marketing is producing ROI 68% Social media marketing will eventually produce ROI 15% Social media marketing is unlikely to produce ROI 0% Other 40% 1 person 41% 2-3 people 8% 4-5 people 11% More than 5 people 75 47 16 2014 State of Marketing: Financial Services

LinkedIn, Facebook, and Twitter were the most popular social channels for financial services marketers in 2013. Based on the survey results, we can expect to see the largest increase in usage of the following channels: Blog (21% plan to introduce in 2014) Google+ (19% plan to introduce in 2014) YouTube (16% plan to introduce in 2014) Podcasts (14% plan to introduce in 2014) SlideShare (13% plan to introduce in 2014) Pinterest just isn t a priority for financial services marketers. Only 19% say they use Pinterest, and 12% plan to add it in 2014. Compare that to 40% of overall marketers who say they use Pinterest, and 16% who plan to add it in 2014. Pinterest may not be an obvious play for financial services, but it d be interesting to see what a creative bank or credit card company could do on Pinterest. Accounts are free, so why not carve out a niche for your brand and help pave the way? Perhaps it s no surprise that LinkedIn is a huge component of financial services strategies, with 82% of marketers using it now and 7% planning to introduce it. That s a stark contrast to the retail industry, where only 51% use LinkedIn and 11% plan to adopt it in 2014. LinkedIn has great potential for financial services marketers, especially because LinkedIn makes it so simple to integrate SlideShare accounts and content within its own platform. Content marketing is propelling Google+ back into the spotlight, with Google offering extra search juice to content authors for posts shared on Google+. If content marketing has a place in your 2014 plans, you may want to consider growing your Google+ presence alongside your breadth of content. Brand advocates (and potential advocates) are looking to your social presence for a consistent stream of information that offers truly valuable content. These advocates don t need to be advertised to, but they can help promote you if you answer their questions and contribute meaningfully to social conversations. Social media alone may not fill your sales funnel, but a social strategy is necessary for a well-rounded brand voice that meets customers wherever they spend time online. You can favor Podcasts, SlideShare, YouTube, or any combination of the social channels mentioned in the following chart, as long as your brand fans favor it, too. 2014 State of Marketing: Financial Services 17

Social Channels: Financial Services We use today Plan to use in 2014 Do not plan to use Facebook Twitter YouTube Google+ Foursquare MySpace 79% 78% 64% 37% 12% 4% 10% 10% 16% 19% 7% 4% 11% 13% 20% 44% 81% 93% 135 135 135 135 135 135 LinkedIn Blogs Podcasts SlideShare Flickr Pinterest 82% 51% 19% 7% 7% 19% 7% 21% 14% 13% 4% 12% 10% 28% 67% 81% 89% 69% 135 135 135 135 135 135 18 2014 State of Marketing: Financial Services

The Future of Mobile U.S. adults spend an average of two hours and twenty minutes on their mobile devices every day. 3 Globally, more people have access to mobile phones than electricity or safe drinking water. 4 Eighty-seven percent of financial services marketers who use mobile marketing say they believe mobile efforts do or will produce ROI, yet only 33% have a dedicated mobile team. As inboxes are brimming with marketing messages, mobile presents a way to reach customers on the devices they keep closest to them. True, only 33% of financial services marketers may have a mobile team, but of those teams, 29% have a team of five people or larger (note: these percentages are based on a small number of survey respondents). Mobile Marketing ROI: Financial Services Mobile Marketing Team Size: Financial Services 28% Mobile marketing is producing ROI 55% Mobile marketing will eventually produce ROI 14% Mobile marketing is unlikely to produce ROI 3% Other 12% 1 person 53% 2-3 people 6% 4-5 people 29% More than 5 people 65 17 3 US Time Spent with Media: The Complete emarketer Forecast for 2013, August 2013 4 businessinsider.com/chart-of-the-day-putting-global-mobile-in-context-2012-4 2014 State of Marketing: Financial Services 19

Mobile Lifecycle Marketing Campaigns Utilization: Financial Services We use today Plan to use in 2014 Do not plan to use Mobile Welcome SMS Exclusive Deals Holiday or Event Campaign Conversation via Keyword SMS to Email 20% 20% 25% 22% 22% 37% 45% 37% 37% 35% 43% 35% 37% 41% 43% 51 51 51 51 51 Cross-Channel Engagement Win-back Loyalty Reengagement 35% 14% 25% 24% 45% 41% 41% 45% 20% 45% 33% 31% 51 51 51 51 20 2014 State of Marketing: Financial Services

Forty-seven percent of financial services marketers have not or do not plan to implement SMS in 2014, yet the case for mobile is strong, based on global adoption of mobile devices. Mobile lifecycle campaigns prove highly successful (compare the chart below with the Email Lifecycle Marketing Campaigns Success chart on page 14), so perhaps SMS implementation will increase throughout 2014 as marketers consider SMS as a mobile communication solution. Mobile messaging is also relatively easy to implement, as an SMS doesn t require design expertise like an email. Check out some of the most popular Financial Services mobile campaigns for inspiration: Cross-channel engagement (35% of marketers using; 45% plan to introduce) Loyalty (25% of marketers using; 41% plan to introduce) Reengagement (24% of marketers using; 45% plan to introduce) Exclusive deals (20% of marketers using; 45% plan to introduce) Holiday or event campaign (25% of marketers using; 37% plan to introduce) Mobile Lifecycle Marketing Campaign Success: Financial Services Implementation across all campaigns is low compared to overall marketers; however, we are seeing a shift with utilization more than doubling for all mobile lifecycle marketing campaigns. Those financial services marketers who were already leading the way saw success across the board, especially with the following campaigns: Excellent / Very good Good Fair / Poor Exclusive Deals Win-back Cross-Channel Engagement Reengagement Loyalty 60% 58% 50% 50% 46% 40% 43% 44% 42% 46% 0% 0% 6% 8% 8% 10 7 18 12 13 2014 State of Marketing: Financial Services 21

Note that 16% of financial services mobile marketers don t know if they re using location-based functionality, while 24% are currently implementing the technique, which is designed to better reach on-the-go consumers when they enter a specific geographic area. Four out of five minutes on a smartphone are spent engaging with an app 5, and marketers are following the app trend: 63% of financial services marketers who use mobile say their company has an app. Getting an app off the ground is one thing, but keeping customers engaged long-term is another. Push messaging can help bridge the gap between initial download and consistent reengagement, prompting app users to check out updates, visit certain areas in the app, and more. The opportunities for financial services marketers to utilize mobile are far-ranging, from the ability to send a customer a push message when their balance is too low to notifying them immediately of unusual activity. Location-based functionalities also abound, like sending a message for extra points when a user makes a purchase at an airport using a travel credit card. We anticipate more financial services marketers adopting mobile technology throughout 2014. Mobile App Support for Operating Systems: Financial Services Location-Based Functionality: Financial Services 94% ios 94% Android 38% Blackberry 28% Windows 0% Other 24% Yes 61% No 16% Don t know 51 32 5 comscore. Mobile Future in Focus, Mark Donovan, February 2013 22 2014 State of Marketing: Financial Services

Mobile Meets the Family Forty-five percent of financial services marketers say they haven t integrated their mobile marketing into their overall programs, and nearly one-quarter (22%) say they don t know. Mobile integration will be foundational to marketing success in 2014, as mobile adoption grows and customers spend more time with mobile devices. To continue shepherding mobile integration efforts in the direction of success, recall that customers may do all of the following via mobile device: browse products on your site, access customer service portals (like web contact forms and forums), email, engage with social media, watch branded videos, download and explore your app, receive in-app alerts and push and SMS messages, and much more. These activities must be designed with both mobile and desktop users in mind. Consider how you can make every brand interaction more mobile-intuitive in 2014. Fortunately, of the 33% of financial services marketers who did integrate mobile marketing into their overall program, 71% said the integration was at least somewhat effective (and 18% claimed it was extremely effective). So, it s worth the effort to learn your customers mobile preferences and reach them on the channel they prefer, when they prefer it. Effectiveness of Mobile Integration into Overall Marketing Programs: Financial Services 18% Extremely effective 53% Very effective 24% Somewhat effective 6% Not very effective 0% Not at all effective 17 2014 State of Marketing: Financial Services 23

2014 Recommendations No matter the size of your marketing team or programs, you need to decide what 2014 holds for your strategy. Use these recommendations to help lead the conversation in your business over the coming year: Email Build loyalty and increase engagement with helpful lifecycle campaigns. The three most popular lifecycle marketing campaigns among the financial services sector are newsletter, promotional, and web opt-in. Consider adding loyalty campaigns to your lifecycle marketing efforts; customers love them, and will reward you in return with loyalty and word-of-mouth. Despite the growth in mobile email opens, 49% of financial services marketers said they rarely or never use responsive design. Commit to mobile-friendliness and roll out responsive design at a scale you can manage. Social Focus on the channels your customers prefer, but don t be afraid to test something new. LinkedIn, Facebook, and Twitter are the most frequently used social channels among financial services marketers. Even though channels like YouTube and Pinterest may not be obvious choices for every financial services company, you may want to invest a bit of time (if resources allow) in creating a unique experience to surprise and delight customers. Make sure you don t focus only on the marketing aspect of social media. Be there to solve problems and answer questions as a main focus. Mobile Consider how you can innovate your mobile messaging strategy in 2014. For financial services brands, mobile opportunities are vast, from automating notifications of unusual activity to offering location-based deals. If you don t have one already, consider how an app might provide additional services to customers. Support new mobile efforts with your steady email program; the two can play off each other and strengthen your program as a whole. 24 2014 State of Marketing: Financial Services

Customer Journey Take a deep look at how customers are currently experiencing your financial services brand. Where are the gaps? Could you save paper on notices and statements by switching to email? Could your transactional emails be more branded or helpful? Whether online or offline, and whether it s a function of marketing or another department entirely, examine and document the current brand experience your customers have at every touchpoint and optimize wherever you see weaknesses. Personalization Show your customers an experience that s unique to them and their needs. Robust preference centers can be a great way to let customers voluntarily share the data they d like to shape future messages. Always respect user privacy and make sure your privacy policies are easy to access and frequently updated. Marketers experienced industry-affecting change in 2013, from the sale of Tumblr to Yahoo to Pinterest s announcement of sponsored pins and beyond. 2014 won t be any exception agile marketers will lead 2014 and win customer attention in an ever-crowded marketplace. As Heraclitus said thousands of years ago, the only constant is change. Adapting to change is the one strategy that every digital marketer should adopt. Interested in the complete research, with results from 2,500 marketers across all industries? Get the 2014 State of Marketing report 2014 State of Marketing: Financial Services 25

Survey Methodology and Demographics The 2014 State of Marketing survey was conducted online from October 24, 2013, until November 1, 2013. The survey was sent to more than 48,000 marketing professionals and a total of 2,651 marketers started the survey, with 1,959 surveys completed (74% completion rate). A total of 268 marketers responded from Financial Services with their demographics shown below. A note on methodology: Due to rounding, not all percentage totals equal 100%. Total Number of Employees: Financial Services Industry: Marketers Overall 15% 0-10 employees 18% 11-99 employees 16% 100-500 employees 9% 501-1,000 employees 18% 1,001-5,000 employees 24% 5,001+ employees 268 15% Technology & Manufacturing 11% Agency 10% Retail & ecommerce 10% Financial Services 10% Services 8% Education & Non-Profit 7% Media & Entertainment 6% Healthcare 3% Travel & Hospitality 2% Telecommunications & Utilities 1% CPG 17% Other 2,647 26 2014 State of Marketing: Financial Services

Role: Financial Services Years of Experience: Financial Services 8% Coordinator 7% Associate 7% Analyst 10% Designer/Developer 31% Manager 16% Director 11% VP 2% CMO 8% Other 1% Less than one year 2% 1-2 years 19% 3-5 years 23% 6-10 years 18% 11-15 years 37% 15+ years 268 268 2014 State of Marketing: Financial Services 27

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