Financial Services
Explore the latest research from the financial services industry. Find out how consumers search and shop online for financial products. From health and travel insurance to online banking and credit cards, Google can help you understand how best to develop your financial digital strategy and achieve your marketing objectives. Access research, case studies and thoughts from financial leaders in the format of your choice.
Studies
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Inside Look at Financially Minded Boomers
As the boomer generation approaches 65, they turn to the Web more and more in making finance related decisions. A survey by Google utilized Nielsen data and found:
- Boomers are twice as likely as the average adult to watch finance ...
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Role of Search for Financial Services Researchers
A Google/Compete study showed that online ads ranked at the top among ads recalled by financial service shoppers. Other insights on include:
- Online searchers are more likely to convert than people who don't
- Online searchers are also more ...
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Understanding Deposits Accounts Researchers
In changing economic conditions, buyer behavior doesn't disappear but it does often change. This collaborative study with Compete shows how deposit account seeking changed in 2009 and found:
- While overall shopping and applicant volume declined, share of online shoppers ...
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Understanding Auto Insurance Researchers
40% of auto insurance shoppers researched exclusively online, which means that a significant share of potential buyers may not be exposed to your brand if you don't have an online presence. Learn more online and offline buyer behaviors from ...
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Understanding Credit Card Researchers
How do people research credit cards before committing? This study looks at the role online plays and shows that:
- Searchers were 1.3X more likely to apply than non-searchers, 1.6X more likely to spend $3.k+
- Search is an ...
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Understanding Brokerage Account Researchers
How does search play into brokerage account research? This Compete study finds that:
- 78% of shoppers applied online
- Online shopping effects offline sign-ups: for every 10 shoppers that applied online, 3 additional shoppers applied offline
- Searchers were twice as likely ...
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Role of Search in Insurance Purchasing
The objective of this study was to map the role of search in purchasing car, home and health insurance products online in France. The results show that search is an important part of the customer journey across all three categories ...
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Videos
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Phones Not Banks
Interview
Phones Not Banks
Alfredo Gangotena, Global CMO for MasterCard Worldwide, explains that half the global population does not have a bank account, but more than 80% will soon have mobile phones. For credit card companies, mobile payments will be important.
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Nike & MasterCard
Case Study
Nike & MasterCard
Alfredo Gangotena, Global CMO for MasterCard Worldwide, admires brands that transform themselves from a utility to an expression of identity. For example, Nike has transformed sneakers into fashion. MasterCard has positioned itself as the consumer's best friend.
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Sea of Sameness
Interview
Sea of Sameness
Kara Segreto, , Head of Marketing for Prudential Retirement Services, remarks that in the financial space, marketers should take intelligent risks. The space can be a sea of sameness, and the regulatory environment is cited as a reason not to ...
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Relevant Moments
Interview
Relevant Moments
Kara Segreto, Head of Marketing for Prudential Retirement Services, discusses the proliferation of marketing touch points. She argues that reaching customers at moments in which your brand may be highly relevant to their lives is more efficient than flooding them ...
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Risk & Balance
Interview
Risk & Balance
Maureen McGuire, CMO of Bloomberg L.P., argues that you cannot take risks when it comes to understanding your customer. Marketers must balance surefire techniques with creative innovation in order to strike a balance between the art and science of marketing.
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Use All Channels
Interview
Use All Channels
Tom Kelly, VP of Corporate Internet Marketing at New York Life, points out that as customers are more digitally-savvy, his company must make itself accessible through multiple channels. With insurance, normal contact points are only a few per year, so ...
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Marketing & Sales
Interview
Marketing & Sales
Maureen McGuire, CMO of Bloomberg L.P., believes that marketing has value when it increases market share. Marketers must improve sales productivity more scientifically than ever before. In an organization where marketing is a new function, build credibility one project at ...
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Publishers & Advertisers
Interview
Publishers & Advertisers
Maureen McGuire, CMO of Bloomberg L.P., points out that the media landscape is changing. Align the goals of a publisher with the goals of the advertisers whose ads it carries. Understand how consumers want their information, both news information and ...
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Halloween Safety
Interview
Halloween Safety
Tom Kelly, VP of Corporate Internet Marketing at New York Life, describes customer engagement through a recent "Twitter chat" about Halloween safety. Because family safety is a relevant topic for the brand, his company provides information and sponsors forums for ...
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Target
Case Study
Target
John Aman, AVP, Strategic Sponsorships of Nationwide Insurance, admires Target's clean, crisp brand messaging and ability to evolve with the consumer. Messaging and merchandising match up very well.
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Partnerships Online
Interview
Partnerships Online
John Aman, AVP, Strategic Sponsorships of Nationwide Insurance, discusses innovative advertising. An online owner and a series sponsor can partner together to drive traffic for each other, sharing access points and delivery. This has driven excellent results for Nationwide and ...
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Print to Digital
Case Study
Print to Digital
Michael Arndt, Senior Editor of Bloomberg Business Week, describes the changing face of marketing for BusinessWeek, which ten years ago was primarily a print publication with a separate website. Now the two are combined as a single editorial product with ...