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Fintechs are no strangers to emerging technology – they build it. But when it comes to fintech marketing communications, some teams are still stuck in the dark ages. New tools are enabling fintech marketing teams to craft compelling narratives and reach customers like never before.
It’s no secret that generative AI has been a game changer for marketing departments everywhere. It has revolutionized the way we think about and implement marketing communications and has tremendous power to make waves in the fintech sector.
AI’s Power is Undeniable
Generative AI doesn’t just emulate human-like tasks—it creates. It can do everything from composing music to scripting a promotional video. All of this has made a profound impact on marketing communications. Fintech brands can now generate social media copy or design creatives tailored to real-time trends, ensuring they always stay ahead of the curve.
Even so, the human touch remains irreplaceable. AI is many things, but it is no match for our creative insights, emotional intelligence, and strategic thinking. Pairing these human strengths with AI’s capabilities is the recipe for unmatched marketing success.
5 Ways to Tap AI for Meaningful Fintech Marketing Communications
There are plenty of ways to make the most of AI. We’re using our limited space to zoom in on five that can make big waves with little effort.
1. Laser-Focused Content Curation
Random, unfocused content doesn’t resonate well with your audience. But AI can analyze vast amounts of data, which can be used to identify precise content topics that align with your fintech brand’s goals. By observing patterns, AI suggests areas of interest, spurring meaningful discussions and engagement.
Some tools can collect, analyze, and summarize articles and other social posts to create “smart feeds” based on the unique parameters you plug in. Other tools can scan discussions on forums and other community sites like Reddit to see what people are saying about a particular topic. Some allow you to summarize and save notes from web pages that you can use to send out in a social post later.
What humans should be doing: Human marketers should align the content with the brand’s values, messaging, and tone. In many cases, humans must set the search parameters or otherwise enter inputs to guide the outcomes.
Tools: Feedly, GigaBrain, Glasp
2. AI Video Production
Visual storytelling is a necessity. AI video production tools can rapidly sequence scenes, select music, or even draft voice-over scripts.
In its nascent stages, AI-generated video content is still wanting. However, there are plenty of tools that go far in streamlining and simplifying the video editing and production process. Expediting video creation has tangible financial benefits.
AI video tools can enhance fintech marketing communications with visually appealing videos that don’t take an entire video production team to create.
What humans should be doing: Human marketers are essential in the process. They ensure the final output resonates with the target audience and maintains a brand’s distinct identity.
Tools: Pictory (video generation), Jasper (scriptwriting), Descript (video editing), Subtly (transcription & subtitles)
3. Email Campaigns
Email is still one of the most valuable tools in a marketer’s arsenal.
Automation is not new to email marketing; however, AI has streamlined email marketing even more. AI tools can handle the “chores” of email marketing while also enhancing campaigns for accessibility, content value, and deliverability.
What’s more, the right AI tools can automate these processes under one platform, cutting down on time spent and mitigating human error. AI can define subject lines, identify optimal send times and frequency, mark content suggestions, personalize content by the recipient, and more.
Plus, AI-driven analytics can offer insights for tweaking campaigns for even better results.
What humans should be doing: Human intervention ensures these communications feel genuine, fostering a deeper connection with the recipient.
Tools: Seventh Sense (deliverability), Phrasee (AI-optimized content), Drift (email management software)
4. Chatbots
AI-driven chatbots are more than just automated response systems; they’re an evolution in customer interaction. By analyzing customer data, they can provide tailored recommendations, significantly enhancing user experience.
What humans should be doing: While chatbots handle instant queries, human marketers should constantly refine them based on user feedback, ensuring they remain effective and personable.
Tools: ChatSpot, Kommunicate, Infobip
5. Content Creation
One of the biggest steps forward in B2B fintech marketing communications is the advent of generative AI. Generative AI can produce articles, social media posts, or even infographics.
The resulting efficiencies can help drive consistent content marketing campaigns.
Word of caution: overreliance on AI may lead to generic or off-brand content. While it is a useful tool for idea generation, outline building, and summarization, a decent amount of human intervention is still required.
What humans should be doing: Marketers need to oversee AI-generated content, making edits where necessary and ensuring the content truly speaks to its audience, serving the brand’s larger objectives.
Tools: ChatGPT, Jasper, GrowthBar
Fintech Marketing Communications 2.0
AI is leading to incredible boosts in efficiency and promises to take on even more administrative labor in the future. The best use of AI is tempered by a recognition of the irreplaceable value of human intuition and creativity. Balancing AI with a healthy dose of human authenticity will enable humans to craft fintech marketing communications that are not only efficient and cutting-edge but also deeply resonate with their audience.
