Financial marketers have been working hard in this heavily regulated industry to get closer to customers and prospects. They need to be ready to take advantage of these changes and should be adapting their plans accordingly.
Transparency will be key – marketers will have to ensure their customers and prospects understand how the changes will affect them. Once that’s been achieved and trust has been rebuilt, financial marketers should be well placed to reap the benefits of increased confidence.
Alan Thorpe, Head of financial services, Acxiom