NEW YORK--(BUSINESS WIRE)--The annual Digital Marketing of Financial Services research initiative, conducted by Brand New Media and Northwestern University’s graduate program in Integrated Marketing Communications, has identified eight financial services firms as leading the industry in digital marketing and media for 2014. The initiative is the most comprehensive benchmarking research conducted on digital marketing and media within two sectors of the financial services industry: Insurance and Wealth Management.
One firm in each sector was identified as leading the industry in each of the following four categories: Digital Marketing Leadership, Digital Marketing Innovation, Social Marketing Excellence, and Mobile Marketing Excellence.
Awards were presented to these leading firms on behalf of the Digital Marketing and Media Leadership Council, a community of senior financial marketers that serve as sponsor participants of the research initiative that is now in its fourth year, at Bloomberg Global Headquarters in New York City.
Unlike most industry awards, financial services firms were not able to apply – or pay for consideration for the award. Instead, a team of Northwestern University research analysts ranked over 60 firms in wealth management and insurance via a rigorous methodology and surveyed financial marketers on the best in each of four categories. All scores were aggregated and then mapped via a proprietary model to determine top firms in each category. The top companies were then reviewed by the Northwestern University research team and confirmed via an advisory board comprised of industry leaders and Northwestern University faculty.
Among Insurance Companies, Allstate Insurance received the award for overall Digital Marketing Leadership 2014; Progressive Insurance was recognized as the Digital Marketing Innovator of the Year 2014; USAA received the award for Mobile Marketing Excellence 2014; and Aflac received the award for Social Marketing Excellence in 2014.
Among Wealth Management firms, Bank of America Merrill Lynch received the award for overall Digital Marketing Leadership 2014; Fidelity Investments was recognized as the Digital Marketing Innovator of the Year 2014; Northern Trust received the award for Mobile Marketing Excellence 2014; and Charles Schwab received the Social Marketing Excellence 2014 award.
“As this research initiative continues to expand - and as digital marketing and media are now recognized as critical to the success of financial services firms in the digital age - the bar continues to be raised every year within the industry. Each of these firms should be extremely proud of this recognition,” said Frank Dudley, President of Brand New Media and a Professor in the Integrated Marketing Communications program at Northwestern University.
Allstate Insurance – Digital Marketing Leadership in Insurance 2014. “Allstate continues to invest in delivering people-focused, digital solutions that enhance the experiences with Allstate and help people focus on what is good and important in their lives, said Roger Tye, senior director, eBusiness, Allstate Insurance. “We’ll continue to embrace new media and technologies that help us connect with customers and our agents in relevant, personalized ways.”
USAA – Mobile Excellence in Insurance 2014. “USAA is honored to receive the Mobile Excellence Award, and we will continue to make investments to ensure we deliver the best member experience," said Roger Adams, Chief Marketing Officer, USAA. “To promote the financial security for our members and their families, it is essential that we deliver exceptional experiences – whether it be through our mobile app, our website or with our world-class employees.”
Aflac – Social Excellence in Insurance 2014. “We are honored to receive this prestigious award and to be recognized as leaders in the social space,” said Kip Havel, Vice President, Communications and Content Marketing at Aflac. “Our strategy is to provide our audiences with a unique mix of entertainment and humor through the beloved Aflac Duck and interesting and relevant information they need to make the best health benefits decisions for their businesses and families. We believe this approach ultimately drives higher awareness, engagement and consideration of Aflac products.”
Bank of America Merrill Lynch - Digital Marketing Leadership in Wealth Management 2014. “We are honored to receive this award and delighted to be able to bring the best of today’s technologies and experiences to clients of Merrill Lynch, U.S. Trust and Bank of America,” said Joe Corriero, head of digital marketing.
Fidelity Investments – Digital Marketing Innovator of the Year in Wealth Management 2014. “Fidelity is proud and honored to be named, “Digital Marketing Innovator of the Year.” A digitally-first mindset has allowed us to develop new and innovative ways to reach and engage both clients and prospects and extend our brand in ways that demonstrate our commitment to help people live the lives they want,” said Jim Speros, EVP & Chief Brand Acceleration Officer.
Charles Schwab - Social Marketing Excellence in Wealth Management 2014. “We believe investors are looking for contemporary approaches to managing their wealth, just as they are in all aspects of their lives,” said Jonathan Craig, Chief Marketing Officer of Charles Schwab. “Marketing to today’s affluent investors requires an attention to all the emerging social tools and technology that the evolving digital age provides.”
Northern Trust – Mobile Marketing Excellence in Wealth Management 2014. “Today’s wealth management clients expect to be met on their terms. Mobile is no longer just a ‘nice to have’ feature,” said Dennis Flowers, Senior Vice President of Client Mobility for Northern Trust. “The integration of our firm’s thought leadership, social and video channels with contemporary mobile capabilities has been very well received by our clients.”
Brand New Media is a business-to-business professional services firm, providing custom research, strategic consulting and digital marketing services to the global 2000. Brand New Media helps clients better understand, interact and respond to customers; converting existing data into world-class models that deliver high-performance, cost-effective and results-driven marketing. For more information, go to: http://www.brandnewmediagroup.net.
Digital Marketing and Media Leadership Council is a group collaborative effort between leading digital marketers and global financial services business executives. Established in 2013 by Brand New Media, the council aims to provide digital marketing recommendations, fitting the needs of financial services firms. It also evaluates the use and implementation of digital marketing tactics among leading financial institutions and provides executive education and training for financial marketing professionals.
