Conclusion

We have much to be proud of within financial services marketing, but as this report shows, we also have our fair share of challenges. As an industry, we will need to make a step-change if we want to harness the data and technology opportunity that is upon us. And while marketers will be key to making that happen, change must first come from the top in the form of:

A clear purpose and single-minded proposition
Shared customer-focused objectives across the business
Greater freedom for departments, such as marketing, to push the creative boundaries
Greater investment in training and development both in terms of time and money
The desire and means to attract the very best talent

If we don’t, then perhaps we shouldn’t be surprised if other sectors come in and do it for us.