TRENDS IN MARKETING

FINANCIAL SERVICES

41%: “Economy Improving”

52%: “2011 Will Be Better”

Top 10 Investment/Finance Sites

QuickFacts

marketing communications • public relations • publishing 320 Springside Drive Akron, Ohio 330.666.5984 www.kleidon.com

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Trends in Financial Marketing

“Trends in Marketing Financial Services” is part of Kleidon Publishing’s Quick Facts Series

featuring news, data and research. The collection supplies our clients and friends with a time-

saving source of research and facts, in the form of charts and Excel documents, in order to make

the knowledge demands of daily marketing an easier task. Our data comes from major research

partners and captures essential marketing data over the short term for a fast, easy glance at

trends.

Feel free to share the charts in this collection as a whole presentation or individual slides with

your colleagues and business partners, but please retain credits to Kleidon, HubSpot and the

research sources who provide the data.

The Internet gives us unprecedented opportunity to see with precision how consumers, business owners and other stakeholders in the financial arena actually behave. We can learn where to connect, and we can track users’ behavior during campaigns.

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41%: “Economy Is Improving”

While Gallup’s Daily Tracking shows a substantial uptick in confidence over 2008 and 2009, a Harris poll suggests enthusiasm is lukewarm.

The Harris poll says that just 3% of US adults consider the state of the country excellent and another 14% say it is good. More than two in five (43%) US adults say the state of the nation is fair, while 40% say it is poor.

Outlook for Economy in 2011Base: % of adults, January 2011Source: Gallup Daily Tracking

It’s better, but…

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52%: “2011 Will Be Better”

Economy mood swings

With the turn of the year, perhaps buoyed by the holidays and New Year cheer, Americans report considerably more optimism than pessimism about what it may bring.

Fifty-two percent of respondents say 2011 will be better than 2010, 20% say 2011 will be worse, and 21% say it will be the same.

52

55 56

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52 51

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62

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24 25

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2321 20

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Better Same Worse

Outlook for Economy in 2011Base: % of adults, January 2011Source: Gallup

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Top Investment/Finance Sites

Top 10 Investment/Finance Sitesby U.S. Market Share of Visits (%) of online usersSource: Experian Hitwise, Feb. & Jan. 2011

March 2011

29.8%

6.2%

4.7%

4.6%

3.9%

3.4%

2.8%

2.3%

2.2%

2.2%

Yahoo! Finance

msn money

Fidelity

Investments

Scottrade

TD AMERITRADE

CNN Money.com

Charles Schwab

The Wall Street

Journal

E*Financial

CNBC

Saving habits improve

Gallup/Wells Fargo data indicate that retired investors’ behaviors seem aligned with retirement funding expectations:•73% have a 401(k), and 63% have contributed to theirs in the past 12 months.•62% have an IRA, and 37% have contributed to theirs in the past 12 months.•45% have a pension.

Furthermore, 73% have put away more (31%) or the same amount (42%) of money for retirement over the past 12 months as they did the prior year.About half of retirees (58%) and future retirees (48%) say they have a great deal or quite a lot of confidence that they will have the money they need to live comfortably in retirement.

Results for the Wells Fargo/Gallup Investor and Retirement Optimism Index survey are based on telephone interviews, with a random sample of 1,000 or more respondents 18 and older, living in U.S. and the District of Columbia, using random-digit-dial sampling from Feb. 1-8, 2011.

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Smart Starts Here

That standard advice to carpenters, “Measure twice, cut once,” is true for marketing as well. We

use well-developed strategy tools like these proprietary research methods developed over more

than 30 years in marketing communications:

Marketing Matrix. Graphics that connect content, media and target markets to marketing goals

Brand Messaging. Filters that clarify the selection of slogans, taglines, and other core messages

Buzz-Worthy PR. Offline, online, local or global wire. Ask about our blended traditional, search

and social media PR Management Program.

By 2010’s close, 31% of all mobile consumers owned smart phones.

Besides the obvious, like finding your office, consumers are transferring online activity to their smart phones in dozens of ways.

Call or email to talk further about how mobile fits into your overall marketing.

Do you need mobile?

For one-to-one marketing assistance, contact Kurt or Dennis Kleidon or visit The Kleidon

Companies website. Whether you want to plan a marketing campaign, explore new possibilities or

simply learn more, we are here to help.

dennisk@kleidon.com

kurtk@kleidon.com

320 Springside Drive , Akron, Ohio 44333

330.666.5984 www.kleidon.com