View more on these topics

Interactive leads rise in spending

Marketing spend in financial services is set to rise by 14 per cent

in the UK and by 7.3 per cent worldwide this year – more than double

the rate of rise in other sectors, according to new research.

The survey, by direct marketers EHS Brann and the London Business

School, found that UK budgets are higher than in other major

financial services centres where an average 5.3 per cent increase is


Direct and digital marketing are set to be the main benefactors of

increased spends.

Interactive marketing will account for 15.9 per cent of the growth in

spending and direct mailing 8.2 per cent. Advertising in the media

accounts for 7.1 per cent, sales promotions 5.9 per cent and public

relations or sponsorship 1.7 per cent.

The UK is the country most reliant on direct marketing and 53.9 per

cent of ads contain some response mechanism.

Last year, marketing expenditure grew by only 0.6 per cent worldwide.

Seven hundred senior marketers in companies with budgets over

£666,000 in the UK, US, Japan, Germany and France were


EHS Brann strategy and marketing director Alan Styler says: “The

changes in expenditure are likely to have been driven predominantly

by short-term factors, specifically market and economic conditions.

“The reasons for the move towards digital and direct marketing,

however, suggest this trend is not a short term quick fix to the

current economic climate but rather a long-term strategic shift.”


Sticky situations

Continuing the theme of doing business in today&#39s challengingmarketplace, I am going to reiterate my belief that communicationbetween advisers and clients is essential. It&#39s the glue (superglue,actually) that holds the relationship together. The fact that theremay not be a direct product-related reason to communicate should notdeter this communication.•How you communicate?•Who you communicate with?If you are […]

R&SA hit with £950,000 endowment fine

Royal & SunAlliance Life and Pensions has been hit with a £950,000 fine by the FSA for mortgage endowment related failings.The action marks the second time the life office has been fined in less than a year, following on from the record £1.35m fine imposed on it for its second offence under the pensions review.This […]

Maisons to be cheerful

I want to build or buy a property in France. What do I need to know? This may prove to be a good time to purchase a property in France asprices compare well with those in the UK. With low European interestrates, money is cheap. You must remember that the house purchaseprocedure is different and […]

Inside Edge – Daniel Godfrey

Can investment managers be trusted to provide a true and fair view oftheir past performance record and the bearing that it may have on thefuture?Based on past performance, the answer would appear to be no.While there is no reason why a commercial organisation should not beallowed to put its best foot forwards, it should not […]


News and expert analysis straight to your inbox

Sign up


    Leave a comment