Trust is Up for Financial Services’ Connected Consumers

While the retail sector continues to flounder, the Financial Services industry seems to finally have cottoned on to the digital business opportunity presented by social media.  A new report published by ING shows that frequent social media users (ie that lucrative and market-making early adopter segment) view social media as being as reliable as other online media.

Moreover, social media goes beyond simple information dissemination. The report indicates that “financial information posted on social media changes opinions, preferences or behaviour more often”. Clearly, as we have noted previously, our connected consumers are discovering, debating and deciding what to purchase and when independently of our marketing funnel.

Financial services leaders will increasingly need to develop and execute strategies that reach, engage and transform their relationships with their connected consumers. The impact has been felt in 2012, but the power will grow through 2013. Is your company ready?

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