According to a recent Neilsen IAG study (March 2009) of banks, insurance companies and investment firms, the more advertising a consumer saw from their firm, the greater the level of confidence they had in that firm. Alternatively, the less advertising initiated from their firm resulted in a direct decrease in consumer confidence in that financial institution. The proofs in the puddin', at least in the financial vertical; cutting back on advertising and marketing during a down time has negative psychological effects on consumer confidence.
(Please tilt your head before looking at the graph)
When respondents were asked what factors or marketing channels would increase their confidence in the safety and soundness of their financial institutions, they said the following:
1. Positive press
2. Regular, consistent advertising
3. Regular email or direct mail offers
4. Regular online advertising
The bottom-line is that marketers need to "reach out and touch" their customers on a consistent basis. Marketing on Demand and Automation makes that possible.
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1 comments:
Good point with the establishing connection between advertiser and consumer portion. It really struck an accord with me. Congratulations on a very well made post!
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