Bill Wreaks CEO & Chief Analyst The Gramercy Institute February 7, 2012

Copyright©2012, The Gramercy Institute

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IDI TAKE-AWAYS: Media Relationships

• Considering Owned, Earned and Purchased…

• 100% of Financial Services Marketers Interviewed Said That Financial Services Marketers Will Rely Most Heavily on “Earned” Media Within The Next Five Years.

IDI TAKE-AWAYS: What Financial Marketers Want

• The Most Prevalent Financial Services Marketers Want/Need is More Measurability (90%)

• The Second Most Mentioned Need is Effective Targeting

• All Agree That These Needs Will Increase/Be More Acute in The Next Five Years

• Most Feel They Are Not Getting What They Need or Not Getting it The Way They Need It From Media Companies

IDI TAKE-AWAYS: Financial Marketers Want

• Increase Availability of Custom Program Creation.

• Partnerships in Creating Content and Custom Programming Are Key.

“Media companies must be flexible if they want to journey with me.”

IDI TAKE-AWAYS:What Marketers Want From Agencies• For Agencies To Be More Multifaceted, Not

Just, for example, “An Online Specialist,” But Knowledgeable in All Media.

• “Know More Than I Do About Target Audiences.”

• Financial Marketers Want Agencies With Product Knowledge. Turnover In The Agency World Is a Real Training Challenge.

SPENDING & INVESTMENT IN FINANCIAL MARKETING

% Believe This Media Is Extremely Important/Very Important Now 2 Years

Business Social Networks 16.7 51.4

Mobile Marketing 32.4 66.7

Free App Tablet Marketing 16.7 51.4

Search Engine Optimization 59.4 77.8

Email Marketing 70.2 69.4

Own Company Websites 86.5 88.9

Print Collateral 56.7 37

% of Financial Marketers Who Believe Media Spending Will Increase In One Year

Own Company’s Website 82.4

Mobile Marketing 88.6

Search Engine Optimization 85.3

Business Social Networks 59.4

SOCIAL’S ROLE IN FINANCIAL MEDIA

MEASUREMENT OF FINANCIAL MEDIA & MARKETING

Measurement Becomes Ever More Important to Financial Marketers

• Percentage of Respondents Who Believe “Media Measurement Is/Will Be Extremely Important to Your Company”

• Today 34.3%• In 5 Years 62.9%

Less Room For “Gut Instinct” in Financial Marketing

• Currently, 85.7% of Respondents Believe That Gut Instinct Is Used In Media Strategy Decisions More Than 20% Of The Time.

• In 5 years, Only 54.2% of Respondents Believe

That Gut Instinct Will Be Used In Media Strategy Decisions More Than 20% Of The Time.

% Financial Marketers Who Feel The Following Media Types Are Extremely/Very MeasureableEmail Marketing 84.8%

Online Ads Served by Third Party Sites 72.7%

Search Engine Optimization 72.7

Your Own Site 75.8

Webinars 66.7

Print Collateral 56.7

Using Data Better In the Future

• Currently: 25.8% Feel That Their Company’s Use of information Gained From Media Measurement is Extemely Effective or Very Effective.

• 77.2% believe That In 5 Years Their Companies’ Use of Information Gained From Media Measurement Will Be Extremely or Very Effective.

More Accurate Measurement In The Future

• Currently 19.5% of Respondents Believe That Their Media Efforts Are Accurately Measured 80% of The Time, Or More.

• In 5 Years, 62% Believe That Their Media Efforts Will Be Accurately Measured At Least 80% Of The Time.

FINANCIAL MEDIA MANAGMENT

Financial Marketer-Agency Relations

• 68.8%of Respondents Believe Companies Will Retain More Outside Services in 5 Years.

For Hire: Financial Marketers

• 37.5% of Respondents Believe Their Company Will Increase Marketing Employees In One Year, While 76.2% of Respondents Believe There Will Be An Net Increase In Marketing Jobs At Their Companies In 5 years.

• WINNING AREAS: Data Analysis, Web Development/Design, Social Media & Content Development/Writing

• LOSING AREAS: Print Production, Administration and Management

% Financial Marketers Who Feel the Following Job Areas will Increase at Their Companies

Data Analysis 78.1%

Web Development 62.5

Social Media 62.5

Content Development/Writing 65.6

NEW TECHNOLOGY & FINANCIAL MEDIA

“Several Specialist Agencies”

• Marketers Retaining Several Specialist Agencies Is Currently The Relationship Structure Of Choice For Financial Marketers And Will Continue To Be In 5 Years.

• Currently 72.7% of Respondents Believe This Is The Structure of Choice.

• Based On IDIs, We Are Seeing The Industry Pendulum Swinging Back In The Direction Of “One Stop Shopping And Consolidation of Services.”

• 57.6% Believe This The Structure of Choice Five Years Into The Future

REGULATION’S ROLE IN FINANCIAL MEDIA

Regulation’s Effect On Financial Marketing

• 25% Of Respondents Believe Regulation Has A Significant Effect On Financial Marketing, Currently

• 42.4% Of Respondents Believe Regulation will Have A Significant Effect In 5 years

WHAT RESONATES WITH FINANCIAL MARKETERS

Thank YouBill Wreaks CEO & Chief Analyst

The Gramercy Institute

bill@financialadvertising.com www.financialmarketer.com

212.753.5131