Financial Technology Marketing Trends of 2023 | The Financial Technologist

As the Marketing Project Manager for the Harrington Starr Group, I have seen first-hand the distinct marketplace evolution we are all experiencing. With the rise of FinTech start-ups and the increasing adoption of digital solutions by traditional financial institutions, the competition has never been greater. In such a crowded market, marketing has become a critical factor in the success of any financial technology company.  And it doesn’t come without its challenges. Take the need to balance demand generation with lead generation, for example. While it's important to generate interest and awareness of your brand, ultimately you need to turn that interest into actionable leads. This requires a range of marketing tactics; from content marketing and Google search optimisation, to targeting pain points and hot topics that resonate with potential customers.   At the Harrington Starr Group, translating interest into actionable leads means building partnerships. We work closely with our Customer Success Team in this regard, innovating alongside them to offer more than any other recruitment company. We’re proud to work with some of the most exciting brands in the marketplace; growing not only their teams, but also their brands and impact. Innovation has always been key; it will be key during this evolution; and will be key in building our future. This innovation needs to be paired with relevant, engaging and personalised content that speaks to the needs and interests of your target audience. This requires a deep understanding of your customers and their pain points. And it also requires diversification of content. The team and I are acutely aware that whilst we’re addressing a collective issue, not everyone will engage with it in the same way. The key takeaway here: innovation must be inclusive.   Currently, when we think of innovative trends, we all jump to AI. It’s going to be an inevitable part of our future and could prove immensely beneficial to marketing. From predictive analytics to data insights, chatbots and virtual assistants, there is a range of new technologies that will make your brand and content far more accessible. And of course, relevant. You will have the opportunity to engage with your customers in a more meaningful way — don’t waste it! Of course, we have to acknowledge the anxieties that exist around AI. In a recent poll we put out to our 160,000 LinkedIn followers, 26% were fearful that AI would take their job. Some marketeers were part of this group. But as many commented, AI can’t create. It can ideate and understand; but it fails to implement, impact and connect the way we can. Don’t dismiss AI or fear it. Work with it throughout your marketing campaigns. Now onto a personal favourite: event marketing. It’s experiencing a vast resurgence post-pandemic, and everyone is happy to see their return. Virtual events have served us well, but they’re undoubtedly now marred by a great degree of “Webinar Apathy”. Recently we hosted an event for International Women's Day, and it is a prime example of event marketing success. With over 200 guests from the financial technology sector, the event brought together industry professionals to celebrate and mark the day. The response was outstanding, as the event quickly sold out and attracted delegates from over 150 firms.  To create an engaging and interactive experience, we implemented a unique panel structure that encouraged audience participation and thought-provoking discussions. Rather than a one-hour long session, we had four 15-minute keynote speakers, accounting for the changing nature of engagement. Attention to detail was crucial, as we aimed to make the event memorable and impactful for attendees. And we didn’t neglect the digital, despite its retreat, the event was recorded and publicised freely to expand its reach.  The success of our event extended beyond the day. Social media engagement soared as attendees and participants shared pictures and videos of themselves, showcasing their support for International Women's Day and championing efforts to address the gender imbalance in technology. We went a “tad” viral.  In recognition of its impact and success, our International Women's Day event has been shortlisted for an esteemed industry award and we have received inquiries from other firms interested in partnering with us to host DEI focused events. This demonstrates the ripple effect of our event's influence and the value it has generated within the industry. It serves as a testament to the power of event marketing in driving conversations and fostering collaboration around important societal issues.  Marketing plays a pivotal role in our accomplishments. And it's essential that any FinTech aiming to disrupt the space keeps up with the latest marketing trends. I’m proud of what we’ve created and the impact we’ve had so far, the route we are taking and our commitment to inclusion as a team. Whilst success has been impressive, we sit on a well of opportunity and I’m very much excited to see how marketing contributes to our group's success in the future! Read more articles like this in The Financial Technologist. Download your free copy here.