Brief: Use Social Marketing To Advance Customers On Their Financial Services Journey

B2C marketing professionals in the financial services industry in Asia Pacific (AP) are active on social networks like Facebook and Twitter. But many are novices in using social marketing to win, serve, and retain customers. Marketers tend to use social sites the same way they use TV and print: to help customer discover their products and services. However, they fail to move users forward on the customer journey — stranding prospects who want to interact directly with the brand at different phases of their journey. This report helps social marketers at financial services firms in AP map their social marketing tactics to Forrester's marketing RaDaR framework to advance the customer journey.

Teo, Clement; Giron, Frederick; Elliott, Nate; Dhupar,Anjali Bhatia; Nagel, Bill
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