Summary
Caution continues to dominate business-to-business (B2B) financial services interactive marketing strategies as budget squeezes, regulatory concerns, and a lack of digital experience impede investment. Still, in the midst of sectorwide challenges, financial services marketers are turning toward digital channels including display ads and social media to help rebuild their brands. To succeed, B2B financial services marketers must develop a clear interactive marketing strategy, look beyond their own narrow industry, and make room for calculated experimentation.
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