The developing world of financial media needs a new specialist approach
New technology is turning the world of media on its head. Again. And while AI develops at breakneck speed and undoubtedly brings challenges, it also opens up a multiplicity of opportunities. The secret is to keep up.
If you are a B2B financial brand, chances are you are not getting the best and brightest from your media agency unless your spending level is substantial. It’s not entirely your agency’s fault; it comes down to resources. Many B2B financial brands work with smaller budgets, product limitations, an elusive audience and compliance issues.
In this environment, it is hard for an agency to allocate the resources and services needed to be successful. B2B financial advertising is specialized, nuanced and primed to take advantage of the changes in search driven by the uptake of the AI players fast becoming as ubiquitous as Google. Many agencies find it difficult to support a financial account as they need to find and train teams that are not only conversant with the latest tech, but understand financial services, the key audience segments, the platforms they use, and the markets in which they operate.
AI is here and financial brands need an agency that understands how to maximise the opportunities on offer. With the right expertise on board, a smaller agency can now offer advanced market and audience data science, coupled with omnichannel planning and buying. AI in the right hands can replace a floor full of planners, strategists and buyers employed under the old retainer models.
It’s time for a financial media agency of the future for brands that are underserved and under appreciated by their current agency. An agency that is dedicated to financial services only, that combines intelligence, experience, and the new applied technology.
The industry needs an agency that is enthusiastic about financial brands regardless of size or capacities of their business, their audience and the markets they serve.
