The Valuable Role of Contextual Intelligence in Financial Services Marketing to Women

Authored by Monica Bellflower, VP Marketing

March 14, 2024

Authored by Monica Bellflower, VP Marketing

The Valuable Role of Contextual Intelligence in Financial Services Marketing to Women

The financial services industry is seeing a tectonic shift in its customer base. After decades of catering to a male-dominated audience of financial decision-makers, an estimated $30 trillion in assets is in the process of shifting into the hands of U.S. women. The implications of this shift for financial services brands are tremendous. Consider: 

  • Between 2015 and 2020, there was a 30 percent increase in married women making financial household decisions.
  • On average, women have a five-year longer life expectancy than men. 
  • 7 out of 10 women change their financial advisors within one year of their partner dying. 

As women increasingly take control of the financial decisions in their households, financial brands need to ensure their marketing is keeping pace. Acknowledging and addressing the unique needs of women will become an increasingly crucial aspect of financial services marketing and advertising. In this regard, contextual advertising and intelligence emerge as powerful tools for financial institutions to authentically connect with and empower women.

Let’s explore the valuable role of contextual advertising in financial services marketing to women, with an emphasis on understanding their diverse financial goals and aspirations.

Understanding the Financial Landscape for Women

Before delving into the role of contextual advertising, it’s important to recognize the evolving financial landscape for women. While women today are increasingly becoming decision-makers when it comes to financial matters, that doesn’t necessarily mean they’re approaching their duties in the same way that their male counterparts do. 

From managing household budgets to making significant investment decisions, women play a pivotal role in shaping the financial futures of their families, and it’s imperative that brands acknowledge their unique concerns and viewpoints within their marketing and advertising. Contextual advertising can serve as a bridge to cater to the specific financial needs and preferences of this important and growing audience.

Tailoring Messages to Life Stages: By aligning ads with the content people are consuming, versus increasingly-hard-to-come-by audience identifiers, contextual advertising allows financial institutions to tailor their messages to the different life stages of women. Whether a woman is a student, a professional, a mother, or planning for retirement, targeted advertising can address her unique financial concerns. For example, an advertisement highlighting student loan solutions may resonate with young women pursuing higher education, while retirement planning messages may appeal to those in their later stages of professional life. Contextual advertising solutions can find these audiences with great accuracy. 

Promoting Financial Literacy: Empowering women in their financial journeys involves promoting financial literacy. Contextual advertising can be used to share educational content on budgeting, investing, and financial planning. By providing valuable information through contextually targeted ad experiences, financial institutions can position themselves as partners in their customers' financial education, fostering trust and loyalty.

Addressing Gender-Specific Financial Challenges: Women often face gender-specific financial challenges, including the gender pay gap, longer life expectancy, and career interruptions due to caregiving responsibilities. Contextual advertising provides an avenue to address these challenges directly. Messages can focus on investment strategies that consider longer life spans or financial planning tools for navigating career breaks without compromising financial stability.

Celebrating Financial Independence: Financial institutions can use contextual advertising to celebrate and promote financial independence among women. Ads showcasing success stories of women who have achieved financial milestones, started businesses, or made impactful investment decisions can inspire others. This approach not only reflects diversity but also encourages women to take control of their financial destinies.

Offering Customized Products and Services: Contextual advertising allows financial institutions to highlight products and services specifically designed for women. Whether it's tailored investment portfolios, savings accounts with unique benefits, or insurance coverage that considers women's needs, customization based on the content the person is consuming fosters a sense of inclusivity and understanding. This can be particularly appealing to women who seek financial solutions aligned with their preferences and aspirations.

Contextual advertising plays a pivotal role in financial services marketing to women by enabling a personalized and empathetic approach. Understanding the diverse financial journeys of women and tailoring messages to their unique needs allows financial institutions to build meaningful connections. 

By promoting financial literacy, addressing gender-specific challenges, celebrating financial independence, and offering customized solutions, financial institutions can empower women to achieve their financial goals. As the industry evolves, embracing the valuable role of contextual advertising becomes not only a strategic move but also a commitment to inclusivity and empowerment in the financial world.

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