A recent Havas survey revealed that 60 per cent of branded content is seen as clutter by its target audience. It was poor, irrelevant or failed to deliver. Add the ancient marketing truism that says half of every advertising budget is wasted, and the numbers just get worse.
So, what's the solution for financial services marketers? Is it a question of retreating to quality - fewer articles but more definitive? Are we overthinking it and over-editing it? Do financial services marketing departments tend to make too many amends and changes, leaving articles bland and characterless? Or does compliance make good writing and video difficult?
Providing some answers will be Michael Pilgrim of Highbrook Media, George Webster of HP and Andrew Oxlade of Schroders.
