The newest addition to Microsoft Advertising’s Consumer Decision Journey research, “The Consumer Decision Journey: Financial Services,” provides ways to help brands better reach new audiences while meeting consumer needs.
This research provides fresh insight into how marketers could give consumers the tools they need. For instance, consumers want more transparency from financial institutions and more control over how these institutions use their data. Consumers also want curated examples on how they can establish the right goals and make progress in meeting them. Consumers also seek better connections to their financial institutions, not only through advisors, but also through easy online and mobile tools.
The study found that 70 percent of consumers strongly agree that it’s more important than ever to have savings, but only 28 percent of them have a clear dollar amount in mind. It also revealed that consumers feel bombarded with irrelevant information overload, which is why search can be a very effective curation tool, filling knowledge gaps and helping them identify content they need to make decisions.
Head over to the Microsoft Advertising Blog to find out more about this study.
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Microsoft News Center Staff