Report critiques financial services companies’ use of digital marketing

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Bethesda, Md.—A new study of financial services companies’ marketing campaigns indicates that, while these companies have used “tried and true” digital marketing techniques, the industry remains inexperienced in emerging platforms and uncertain how to prove ROI with them.

According to a survey by professional services firm MarketBridge and financial services consultancy SourceMedia, only 15% of respondents were investing in Web 2.0 vehicles, such as blogs, social networks and video. Overall, half of the respondents said they spend from zero to 10% of their budgets on digital efforts.

The survey was conducted online in the third quarter of 2008, and drew nearly 250 financial services respondents.

—Christopher Hosford

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