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Marketing to Evolving Demographics: The Keys to Organic Growth in a Mature Industry

Published by: TowerGroup

Published: Apr. 1, 2008 - 12 Pages


Table of Contents


Report Coverage

Opportunities for Organic Growth

A Fresh New Look at the Domestic Market

Exhibit 1 Demographic Shift: Population by Generation in United States, Japan, and United Kingdom (2008)

Exhibit 2 US Population Characteristics by Ethnicity (2006)

Exhibit 3 Global Remittance Flows to Developing Economies by Region (2002-07E)

Employing Data Analytics in Market Segmentation and Target Marketing

Exhibit 4 Sample Variables That Influence Customers' Interaction with US Financial Services Institutions

International Markets

Opportunities by Business Segment in Emerging Markets

Summary

Abstract

This TowerGroup Research Note is a call to action for financial services institutions (FSIs) to seize the growth opportunities represented by underserved segments of the US population, especially younger, ethnic, and immigrant segments, which demographically diverse, increasingly technology savvy, and geographically dispersed. FSIs are advised to utilize data analytics tools and incorporate technology and self-service channels into their marketing plans to address this market. Best practices examples of FSIs that have extended their brand proposition to diverse demographic segments in local and international markets are provided.

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