Last month, we began exploring the roles of money and financial services in the lives of Affluent Americans. This month, we dig deeper on Affluents (defined here as $100K+ annual household income) and their money. But first, a quick review of the key findings from last month’s initial look at Affluents and financial services…
Lincoln Financial Group broke a new multimedia election-themed ad campaign today. Ads are featured in print publications, online and TV.
The ads play off the “Chief Life Officer” theme that the financial company unveiled late last year. No word on how much Lincoln is spending on the newest campaign. According to Kantar Media, the client spent $27 million on ads in 2011.
And now financial traders are jumping on the social media bandwagon. A new social trading network has been launched that enables foreign exchange traders to connect to their peers, as well as groups of brokers. Called Tradeo, the service allows users to access data feeds and analytics, monitor sentiment across the community, and execute trades online.
Fidelity Investments' CMO James Speros spoke to eMarketer about how his firm’s campaigns lead with digital and why marketing in general is particularly important in a down economy.
eMarketer: How has Fidelity marketing and the media mix changed since you took over as CMO in 2008?
James Speros: The complexity and velocity of change with technology and the need to just ensure that we stay on top of trends and the digital space has increased dramatically.