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The Impact of Advertising on Investors
Top financial services firms are reaching investors through advertising using a variety of ad types, with a heavy concentration on television spots. However, the extent to which this advertising prompts investors to take any further action varies.
Gen Y investors are the most prone to taking actions based on ad recall. These younger investors are more likely to conduct additional research, visit a firm’s website, and call the firm directly as a result of seeing an ad.
Not surprisingly, few investors report investing money with a firm after seeing an advertisement, suggesting that building brand engagement occurs with a mix of push and pull strategies, including email, website visits, speaking to company representatives, reviewing educational materials and financial advisor recommendations. Older generations in particular require more direct outreach in order to positively influence their purchasing behavior.
» For more information on how financial services firms are using their resources to keep pace with consumer demands – check out