Brand trust is critical in financial markets. With the competitive landscape becoming even more complex, it is important to show up consistently and professionally.
The importance of innovation and developing new solutions that take advantage of data, advanced analytics, digital technologies and new delivery platforms has never been more important. Consumers went from worrying about companies seeming to know lots of personal things about them to not only being very comfortable with the idea, but expecting that degree of knowledge and assuming that it will produce highly personalized service and products.
The wealth of data available, the increasing ability to customize and personalize marketing and the explosion of media forms have transformed marketing and consumers’ interaction with it.
While banks and credit unions have made it easier for consumers to perform routine tasks online and on mobile devices, people still rely frequently on bank branches, with 58% of Americans saying that they have walked into a branch in the last four weeks.
Seven out of ten consumers shopping for a new institutions said it was important that the bank or credit union have physical branches nearby, and roughly four out of ten said it was the factor that influenced them most when they ultimately made the switch.
Source: The Financial Brand
1. Changing Customer Demands
2. Evolving Workforce
3. Blockchain Technology
4. Smarter, Faster Finance
5. More Responsibility
Spending on healthcare technology continues to rise as digital transformation necessitates new technologies and services powering the network. In fact, one study projects clinical IT systems will garner $14.5 billion in revenue in the United States by 2022, while medical imaging information systems will total $5 billion by 2022. These and other technologies increasingly are being used to streamline healthcare operations and ultimately ensure patient and practitioner satisfaction, while a slew of new generation of technologies promise to further advance patient care, better secure sensitive data and provide a more patient-centered experience.
Comcast Business, Revenue of the healthcare IT market in the United States in 2008, 2015 and 2022
According to the 2019 MM&M/Deloitte Consulting Healthcare Marketers Trend Report, 86% of respondents who market directly to consumers report using common digital marketing tactics (digital ads, websites, social media, etc.) last year and 77% report using non-digital marketing tactics (print, outdoors, TV, radio, etc.).
The mean marketing budget of the more than 200 companies surveyed jumped to $10.5 million from $8.3 million during the previous fiscal year, representing an increase of more than 26%
According to FutureScan 2016-2021, Healthcare is in “high change mode” Transition from volume to value and shift to new payment models.
Providers are shifting their focus from patient satisfaction to the totality of the patient experience. This encompasses all aspects of care and services provided across the continuum of care.
The majority of patients will compare experience ratings of those of other hospitals before choosing where to receive care.
Source: American Hospital Association
Compliance with Government Regulations: health and medical insurers must comply with the significant legislation on federal and state levels.
Effective Cost Controls: Keeping health costs in check and maintaining acceptable medical loss ratios and profit margins.
Ability to Raise Revenue from Additional Sources: Option to generate income from administrative fees related to managed-care services. Some companies also generate fee revenue for medical data management and IT solutions.
Brand recognitions and trust: Being top of mind when a patient or family choose a provider.
Industry Marketing spend by institutions
K-12: Marketing budgets are being spent on fundraising campaigns and the recruitment of students to private institutions.
Traditional: Marketing collateral consists of folders, documents, letters, brochures and many other printed materials.
Non-Traditional and Graduate: This demographic responds best to direct mail marketing campaigns.
The colleges and universities industry is over $497 billion dollar industry. It is projected that industry revenue will increase at an annualized rate of 2.1% to $552.7 billion over the five years to 2023.
Many colleges and universities have experienced volatile revenue and profit margins over the past five years, largely due to fluctuations in funding from government and private entities
At the same time, rising levels of disposable income enabled many alumni to increase discretionary donations. Per capita disposable income is expected to grow at an annualized rate of 2. 3% during the five-year period, bolstering alumni funding and supporting overall industry growth.
Many institutions increased tuition fees during the five-year period to make up for declining government funding. According to data from the National Center for Education Statistics, four-year public institutions increased tuition fees at an annualized rate of 1.7% between 2012 and 2017 (latest data available), while four year nonprofit private institutions raised tuition an annualized 2.1% during the same period.
The Colleges and Universities industry is projected to exhibit steady growth over the five years to 2023. While labor market improvements will encourage many individuals to pursue employment rather than higher education, growing rates of high school retention will keep college enrollment strong.
The growth of online education will enable colleges to offer services to a rising number of nontraditional students.
Over the next five years, the number of students enrolled in industry institutions is expected to increase at an annualized rate of 0.6% to 12.9 million students in 2023.
Pressure to recruit top students
Acquiring and maintaining professors that elevate the value of the institution
Ensuring the school’s doctrine is properly promoted
Maintaining productive relationships with the community for campus development
In an industry with 1,800 competitors of similar size and market share, the competition among institutions is robust. This makes it all the more critical for a school to differentiate and deploy creative marketing and branding techniques.
Continued Usage of Technology By Clients, Customers and Agents
The Internet has changed the way potential homebuyers search for properties and the way agents market those properties. In addition, real estate agents use mapping technology, social networking sites, and a variety of devices (iPhones, PDAs, computers, GPS, etc.) to assist them, as well as proprietary listings databases to identify new properties, pull up comparables, and even prepare documents used for signing leases or contracts.
The economy is slowly starting to recover, and with it, the housing market is also showing some signs of life, with both home sales and home values beginning to climb out of the cellar. However, housing values and sales levels are still far below their mid-2000s peak, and relatively tight lending standards are preventing the market from fully recovering. Most experts believe that the housing market will not fully rebound until overall unemployment levels return to pre-recession levels.
According to Real Capital Analytics (RCA), acquisitions of income-producing commercial real estate increased by 3 percent to $963.7 billion in 2018, the third highest annual total on record after 2007 and 2015.
Investors completed $470.7 billion of transactions of $10 million and greater in the US in 2018, a 19 percent rise on 2017, according to RCA, as domestic institutions increased their net holdings for the first time in six years.
In shopping malls in the US, owners are looking at converting department store space to offices, including co-working, residential or logistics.
JLL predicts that this flexible and co-working offices will account for around 30 percent of corporate office portfolios by 2030 compared with 5 percent today.
Source: Emerging Trends in Real Estate report, PwC
Housing Market Trends
Several intersecting trends are impacting both the sales and rental markets. While more affluent consumers are taking advantage of low interest rates and are buying new homes, others with less equity have been forced to stay in their homes, due to depressed market values. Meanwhile, either due to foreclosure or an inability or lack of desire to get a mortgage, more people from all demographic segments are renting, both in urban and suburban markets.
B2B MARKETING SPEND BLUEPRINT
In 2019, nearly 80% of organizations expect their marketing budgets to either increase (37%) or remain the same (42%), with only 8% anticipating a decline.
From a regional perspective, businesses in North America are more likely to boost their marketing budgets than organizations in Europe (42% in North America vs. 27% in Europe).
To generate leads, 50% of organizations expect to produce webinars, 48% plan to craft whitepapers, and 45% plan to develop case studies. For brand awareness, companies plan to create online articles and blogs (54%), online videos (50%), and infographics (40%). And when it comes to product education and awareness, they plan to use a combination of content, such as online articles and blogs (62%), videos (52%), case studies (51%), and infographics (51%).
Emerging tech (e.g., AI, edge computing) adoption rates among large enterprises are up to 10 times higher than in small businesses.
A quarter of large enterprises use blockchain technology, a figure expected to jump to more than 50% by 2020.
Financial services organizations are the earliest adopters of most emerging tech
End-user security awareness and testing tools are considered the most effective solution for preventing security incidents.
Among emerging tech trends, more than 40% of IT decision makers foresee IT automation technology having the biggest impact on their business, while about 30% believe IoT technology and gigabit Wi-Fi networking will make the biggest mark. At the same time, less than 15% of IT decision makers are sold on VR, blockchain, or 3D printing technology having the biggest impact on their business.
Source: Spiceworks, state of IT report
By the end of 2020, 71% of businesses expect to use video marketing, which can serve as a medium to share customer testimonials, livestream events, or deliver entertaining content.
Additionally, 70% plan to use account-based marketing by 2020, and 61% anticipate deploying an on-demand content strategy, which enables customers and prospects to access content on their own terms while enabling marketers to extend the life of their webinars, livestreams, and more.
For smaller and mid-size businesses, social media is a critical point of customer contact. As a result, this business group alone is already driving significant growth in the cyber insurance market, with that trend expected to continue in 2019 as they look to protect themselves from the threat of a data breach.
With regulation from GDPR, an increasing number of data breaches, and a consumer population that is more aware of data security, the market for cyber coverage will see a surge of growth in coming years.
Source: Mintel Report
73% of insurance CEOs agreed that they are personally prepared to lead the organization through radical transformation to remain competitive.
Highly automated insurance platforms will become the new normal. The successful incumbents will be the ones who learn from them, adapting and adopting their tech where appropriate.
The move in auto coverage from insuring individuals to the vehicle will continue. It’s likely that automakers may develop their own ecosystems to package insurance into their interaction with their client. Driverless vehicles continue to be developed and further disruption may be caused by new entrants that are not traditionally associated with the transport market.
Big data will likely undermine the role of certain types of underwriting, though it will remain essential in specialist areas, such as shipping, key employee risk management, etc. The skills of underwriters and actuaries will still be in high demand and can be redeployed into offering greater understanding of the vast amount of data that a digital insurer generates.
Source: KPMG/The Digital Insurer
Property and Casualty insurers
- Overcapitalization, resulting in a soft market outside of auto and property-catastrophe
- Rising auto loss costs due to expensive new tech and distracted driving
- Soaring natural catastrophe claims due in part to climate change
Key challenges for Life and Auto insurers
- Persistently low interest rates and uncertainty over timing and size of future increases
- Adaptation to new regulations such as the DOL fiduciary rule for retirement products
- Outdated application and underwriting process resulting in additional time and cost, and undermining sales
Source: Deloitte Insurance Outlook
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