3 Challenges Facing Fintech Marketing Managers Today

It’s tough being the Marketing Manager of an innovative Fintech company. There’s the budget to worry about, the press to take care of, the strategy to develop. Stressful! To ease your mind, we’ve delved into it and plucked out the 3 biggest challenges facing today’s Fintech Marketing Managers.

Challenge #1: Pressure from Finance Department to Justify Marketing Activities

As Jessie J would say – “It’s all about the money”. We often have a tough time in marketing justifying what we do to those holding the purse strings. Marketing is one of the most vital cogs in the Fintech machine. But how do you justify the importance of a social media campaign or press package, when the ROI is not measured in sales, but in followers and views? The key to tackling this is to understand exactly what your objectives are. For each marketing activity you undertake right from the outset, ensure that everything you do has a clear business goal. So, next time your Head of Finance sticks their head in the door and asks “why did you spend x amount on that google advertising campaign?” You can turn right back around and show them!

Challenge #2: Finding the right opportunity to fit your brand

Every day publications contact us looking to sell coverage in their “leading” Fintech magazine or newspaper. It is the same for Marketing Managers everywhere. In such a saturated market, it is essential that you can identify which opportunity is right for your company. Which outlets are truly offering you a good return on your investment? Don’t succumb to the glitz and glamour of the big-name publications. Seeing your name up in lights on the front page of the FT might be the dream, but it’s going to cost you a pretty penny. After all – we need to keep those money (wo)men happy. Smaller outlets have their merits too, and understanding where to place your brand will help keep costs down whilst ensuring maximum impact.

Challenge #3: Coming up with a unique strategy to differentiate yourself

The Fintech space is booming, new entrants to the market are emerging every day. Coming up with a unique marketing strategy to differentiate yourself from the competition can be one of the biggest challenges of all. This is not something that should ever be rushed. Taking your time to understand both your competitors and customers is key, and will allow you to discover the value propositions that make your company unique. It’s important to remember that there is no one-size fits all strategy here. A good Marketing Manager will surround themselves with a team of experts not only in marketing, but of the industry they operate in.

At Adastra, we understand that no matter the size of the company- marketeers from London to Sydney all face the same challenges. Our expert team of Fintech Marketing specialists can help support you in everything from press relations to marketing strategy. We love turning each of these challenges into opportunities for you and your brand.

See you soon,


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