Financial firms' marketing investment keyword this year is AEO, but conversion gains are limited – 디지털투데이

Finance In the global finance and fintech industry, AI is becoming a core marketing tool. In particular, answer engine optimisation (AEO) to expose a company’s information in search results from generative AI such as ChatGPT has emerged as a new investment area. But the findings showed that measuring performance and integrating strategies at the organisational level remain lacking.Fintech News Switzerland reported that the fintech marketing community and digital marketing company AccuraCast released results of a survey of 105 marketing leaders at finance and fintech companies. About 70 percent of respondents said digital marketing performance met or exceeded initial expectations. Positive effects were especially notable in personalised marketing and data analytics.AEO and expanded exposure in AI search were cited as top priorities for new investment this year. Some 32.5 percent of respondents pointed to the area as a new destination for investment.AEO is a strategy to optimise a website structure and content so that generative AI cites specific companies’ information or content when answering users’ questions.Performance is still limited. Some 27.5 percent of respondents said they confirmed positive improvement effects from AEO-related investment, while 22.5 percent said there were no measurable results.Adoption of AI itself is spreading quickly. Some 75 percent of respondents use AI across multiple marketing tasks, and 19.44 percent have introduced it in a limited way for individual tasks.Still, 44.4 percent said they keep using AI across multiple tasks but do not have a formal integration strategy that covers the whole organisation. In performance measurement, 34.4 percent regularly tracked key performance indicators (KPI), but the same share relied on informal metrics.The effects of AI were concentrated in content creation and the customer acquisition stage. Some 25.6 percent cited the biggest improvement as accuracy and relevance in customer targeting, while 23.1 percent pointed to speed and volume in content production.By contrast, the shares citing meaningful effects in reducing customer acquisition costs and improving customer retention rates were 18 percent each.The survey shows that while AI marketing adoption is moving quickly in the financial industry, performance management systems to link it to real revenue and long-term competitiveness have not yet matured.This content was produced with the assistance of AI and reviewed by our editorial team. You can read the original version in Korean here.source