Marketing financial services is both trickier and easier today. The trick is overcoming quite a bit of bad PR, frankly, about banks and investment firms after so much failure in the global system. Fortunately, new media and Web-based solutions encourage new levels of confidence through accurately meeting the expectations of users. Today all manner of financial transactions take place online, largely because society's confidence curve has been rounded.
From Games to IRAs
People spend money online; they also manage and invest money using the Web. Security systems have grown so robust that online transactions — especially for those who know the many exciting alternatives to using credit cards at checkout — are rather secure and can be completely safe. In turn, millions of people flock to online content such as e-books, paid films, and most importantly online gaming.
In the earlier days of networked console games, monthly subscriptions for both game communities and individual games online, such as War Craft, became massive profits for game companies. Today, those numbers are a drop in the bucket of what newer types of games are earning.
Games that are played inside the safety and very public atmosphere of Facebook, for example, rake in cash from the various credit top ups needed to play; in some places like the UK, Facebook games even offer betting options.
If we consider one absolutely explosive form of mature real-cash Web-powered gaming that is hugely popular today, online and mobile casinos, then we will find that the profits and complexity of the software engineering required resemble that of financial marketing applications.
Safe Enough to Bet on It
People find it easy to play online casino games — which in some cases multi-player in nature or feature live dealers piped to the player with video — because they are so advanced and the financial systems backing them up are so tight. Players do not even have to provide credit cards by using the same-as-cash options accepted by online casinos.
This example simply bodes well for financial marketing in general, as a sign of the times: user confidence in banking, investment and federal reserves for that matter are rising. It is an excellent time to speak directly to the audience's concerns in a frank manner, and then to deliver content that demonstrates unexpected levels of reliability and precision.
Just as a new casino 2015 will witness launch is likely to market directly to new members' hesitations (financial safety, personal privacy, entertainment value), financial providers can use a similar strategy to make their services accessible, easy to use, stable and trustworthy. The same advanced new media technologies can be used in either case to achieve measurable results.