More Message, Less Media: Bank Marketers Lean Into Owned and Earned Tactics
Snapshot: Marketing leaders at banks and credit unions are rethinking where their dollars go in 2025, and it's clear that the focus is shifting. According to a Financial Brand survey, 42% of financial marketers say they’re increasing spend on content marketing and 41% on personalization. Meanwhile, interest in paid media is plateauing, with many respondents prioritizing owned and earned channels. A full 85% now say personalized content is more effective than paid ads.
Key shifts in bank marketing strategy:
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Content marketing is taking the lead. 42% are increasing investment in content, particularly materials that can be tailored by persona, lifecycle stage, or geography.
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Personalization is non-negotiable. 41% of marketers say it’s a key focus, driven by changing consumer expectations and better access to data.
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Owned media is ascendant. Teams are leaning into email, websites, and newsletters where they have more control and clearer attribution.
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Paid media spending is slowing. Just 19% plan to increase spend on paid media, suggesting greater scrutiny on ROI and attribution.
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In-house production is rising. More institutions are investing in internal creative and content teams to accelerate production and reduce vendor costs.
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Video remains underutilized. Despite its power, only 9% plan to increase spend on video — possibly due to resource constraints or lack of strategy.
As one respondent put it, "We're done chasing eyeballs. It's time to focus on depth, not just reach."
Financial CMOs now face a balancing act: demonstrating brand differentiation and relevance while justifying every dollar spent. With performance pressure rising, many are betting that personalized content and first-party insights will offer more lasting value than the next media buy.
Full story: THE FINANCIAL BRAND