Why consumer trust is so important for APAC financial brands – and how to get it!

If you’re planning a digital ad campaign in APAC, there are inevitably many important factors you’re considering – not least data, creative, viewability and ROI.

But if you’re a financial brand there’s one very important consideration that needs to stay front of mind in every decision you make. And that’s trust.

Honesty and trust are a pre-requisite for successful finance companies

While competitive pricing is certainly a key consideration when choosing financial products (especially with so many consumers now consulting price comparison websites), trust is just as important.

This means that firmly embedding concepts such as security, honesty and trust in your brand are an essential pre-requisite for successful finance companies.

How do financial brands gain trust with consumers?

The first step to gaining consumer trust is to understand your customers. You need to embrace customer analysis so you can communicate in real-time with relevant, targeted messages that resonate with your target consumers and start to build a relationship.

According to recent research, the top priorities for financial organisations are understanding your customers so you can enhance their experience of your brand, and using data to drive effective digital marketing campaigns across multiple channels.

Finance marketers realise the role data has to play in the customer experience, particularly when it comes to analytics. Better data analysis is considered key to understanding customer experience requirements by 99% of respondents, and as ‘very important’ by 72%. And more than half of respondents (53%) plan on increasing their budget for marketing analytics over the next year.

What types of data you need?

The three most important types of data for APAC financial products are:

1) Demographic data – data that enables you to distinguish between consumers by gender, age, income and other criteria.

2) Location data – where we live is an excellent indication of affluence and life-stage. And messages with local relevance have greater impact and better engagement.

3) Social data – social data can be a great indicator of intent and is useful in determining where a consumer is in the consumer lifecycle.

How to use data to build trust through messaging

Only once you really understand your customers, what they need and where they are on their customer journey, can you plan digital ad campaigns with appropriate messaging and timing that improves their online experience – and in turn builds that all-important trust.

Want to know more about maximising customer lifetime value through better digital strategies in APAC? We take you through the entire process, with advice on what to avoid, and what strategies you need to be implementing, in our latest whitepaper.


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