FinTech Marketing 2024: Where is social heading?

For companies within FinTech, the progression of AI has put brands at a crossroads heading into 2024. Research by FinTech Marketing has uncovered some interesting themes that may develop this year – with brand building, value proposition and personalisation key focusses for FinTech B2B companies, alongside growing tech developments.

AI (we’re sorry, we know you’re sick of reading of about it)

So, it is pure tech – and while much focus is on strategy and implementation of new ideas to marketing, AI is such a new and divisive tool – it’s hard to know where it fits in. It can think for itself, somewhat – so how do you use it in a plan for the year, when the tool itself is fuelled by other people’s ideas already inputted.

When we see data that shows personalisation for brands is growing, is AI a logical choice? The information it sources comes from human inputs – so what it produces/outputs is essentially ideas it has already given by others who thought of it first.

This is not an AI slamming piece – far from it – but the anticipated implementation of AI from FinTech brands, going by the research of FinTech Marketing, shows a real drive for it, but a lack of understanding how best to utilise it.

It’s clear that, as with many other markets, FinTech wants to make AI work as a marketing tool. Laura Davis, CMO of Rimes Technology states that ‘content production, audience targeting, and performance tracking’ will be at the height of AI usage. While the latter two can produce outputs fairly rapidly, content production has ethical and counterintuitive elements in AI.

Forming content

While ChatGPT and the like offer a foundation for prompt building and getting written responses for further crafting, visual forming through prompts is also becoming more and more prevalent. We’re entering an era where AI generated imagery is popping up on social via hobbyists, but at what point do these graphics start appearing in B2B ads?

You can already imagine a CMO opening an AI image generator and putting in:

‘picture of happy looking colleagues of different backgrounds, sitting round a desk, looking engaged’ and using it as part of tech product promotion. This completely ignores the fact that on social, static imagery is being left behind by polls, videos and document posts.

The issue also remains – if we can tell it’s AI, how impressed are we with it? How long will these images hold our attention? It will become our first thought ‘is this AI or real?’ not ‘who are these interesting people?’

The second we take the impact of the ad and its purpose out, what is left?

While the research is fascinating and the FinTech world is chomping at the bit to leverage AI as part of its output (not least because it makes them look in tune with the times), the question remains:

How can AI be used most effectively in marketing, so that its very purpose is actually fulfilled?

Do you have AI concerns or want to understand how best to incorporate them into your social media marketing? Contact us.

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