Detail Report on the Banking Sector

A recent survey conducted by The Economist Intelligence Unit (EIU) and sponsored by Lyris reveals the biggest gaps between digital marketing strategies and consumer online needs for the banking industry. This report provides new perspectives on what marketers think their customers want and what really matters to them.

Key findings include:

  • 41% of consumers seek to engage with banking brands via company websites, followed by third-party websites (21%), and email (20%).
  • 6% of consumers prefer to engage using mobile apps – double the all-industry average.
  • Banking lags behind other industries in moving beyond personalization to individualized offers, with difficulty interpreting “big data” cited as the biggest obstacle (44%) for adopting an effective marketing strategy.

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