The Hallmarks of High-Performing Integrated Marketers in Retail Financial Services

Boston, MA, June 2, 2008 – A new report from Aite Group, LLC examines the state of integrated marketing in retail financial services. The report reveals the potential benefits of integrating marketing campaigns, and identifies four characteristics that distinguish the highest-performing integrated marketing firms.

According to a survey of 29 financial services firms, 83% agreed that their firms have made a strategic decision to integrate marketing campaigns, but not all have seen similar payoffs. Roughly half of financial services firms saw a 10% to 20% lift in results from their integrated marketing efforts, while the other half realized less than 10%, didn't measure their results or simply did not know what the lift was. Those that show the greatest lift from their integrated marketing efforts don't just decide to integrate marketing - they practice it. They track and measure cross-channel campaigns and make organizational changes to coordinate and execute integrated marketing.

"Increasingly, integrated marketing isn't just about consistency of messaging, but about the integration of marketing investments and initiatives across marketing channels and across customer experiences," says Ron Shevlin, senior analyst with Aite Group and author of this report. "However, by adopting four basic characteristics, firms can become high-performing integrated marketers with a demonstrable return on investment."

This 18-page Impact Report contains 15 figures. Clients of Aite Group's Retail Banking and Wealth Management services can download the report.