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GRAMERCY INSTITUTE COMMISSIONS & RELEASES STUDY: Best Practices in the Digital Marketing of Financial Services
GRAMERCY INSTITUTE COMMISSIONS & RELEASES STUDY:
“Best Practices in the Digital Marketing of Financial Services”
• Important New Study Now Available (Released: January 17, 2011)
• Conducted by Brand New Media & Northwestern University Graduate School
• Backed by Bank of America, Merrill Lynch, MetLife, Prudential & UBS
• Study Comprises both “Qual” and “Quant” Approaches:
-Qualitative: 85 Interviews with Top Execs at 5 Major Financial Brands
-Quantitative: 120 Senior Marketers from 50 Major Financial Firms
• Media Sponsor: Microsoft Advertising
(February 15, 2010, New York) The Gramercy Institute, publishers or The Journal of Financial Advertising & Marketing, announces the release of a first-of-its-kind study in the financial marketing category. This important industry study was commissioned by The Gramercy Institute and was conducted by Brand New Media and Northwestern University Graduate School.
Purchase a Copy (PDF) of "Best Practices in the Digital Marketing of Financial Services".
Purchase a copy: Best Practices in The Digital Marketing of Financial Services.
The study was funded by five of the world’s largest financial brands. Also, Microsoft Advertising recently announced that it has signed on as a media sponsor of the study.
The “Best Practices in Digital Marketing of Financial Services” study was conducted over a six month period, beginning in June 2010. Uniquely, the study comprises both “qualitative” as well as “quantitative” approaches to identify best industry practices and suggest their implications for the future.
On the qualitative side, the study is the result of insights gained from over 85 in-depth interviews with senior executives at five of the world’s top financial brands. These interviews spanned a wide breadth of capabilities in numerous lines of business that rely upon digital marketing channels and tactics. On the quantitative side, the study then drew upon insights gained from these “deep dive” interviews to draft a quantitative survey that was completed by 124 senior financial marketers representing over fifty major financial brands. “The demand for this study has been made very clear to us by the financial marketing community. Our access to the right senior marketers from the right financial firms is the key to the success of this initiative,” says Gramercy Institute, CEO, Bill Wreaks. “It has taken our company years to develop the trust and confidence of senior financial marketers to execute this study in the “qual/quant” way in which it needed to be done.”
Foremost among other benefits, the study is intended to help senior management at major financial firms rationalize the return on investment (ROI) in digital marketing resources and reveal to senior financial marketing managers how to most efficiently organize a digital marketing capability. The study also focuses on the evolving needs of intermediaries and financial advisors for digital tools and tactics to market financial products and services. “There’s no doubt that the study will be of great benefit to senior marketers from major financial firms along with the agencies, media properties and other partners they work with.”
Wreaks feels that “the results are in-depth and specific and of significant practical value” to:
- Senior Marketers from Major Financial Firms
- Agency Professionals
- Media Executives
- Service Providers to Financial Marketers
Due to a strong and positive initial response from the industry for this research, The Gramercy Institute has commissioned another such study for 2011, which will also include a direct survey of financial advisors and intermediaries to quantify their needs directly for digital marketing support and to benchmark the results against the 2010 results.
The Gramercy Institute will release a limited number of this important study in PDF. The report is over 50 pages length and includes charts, analysis and recommendations.
Each copy costs $995.
Purchase a copy: Best Practices in The Digital Marketing of Financial Services.
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