IFAs in the Digital Space: Blazing a trail in 2010
This paper focuses on the state of digital advertising in the UK and the opportunities in 2010 for the online financial advice market.
Highlights from the report include:
A marked increase in the demand for financial advice online
- Financial search queries have grown consistently since 2005 and were up 19% in 2009 alone.
- Advice sites have seen rapid growth during the recession.
The IFA industry has great digital potential
- Few IFAs appear against searches for key products and markets let alone their brand terms on paid search.
- IFA related search queries have experienced strong growth while paid search auction intensity has fallen. This creates a cost effective opportunity for new entrants into these markets.
Understanding the evolution of consumer behaviour
- The length of finance queries is increasing, as people become more sophisticated with their searches.
- These more targeted,‘longtail’ queries are cheaper and increasingly driving more leads.
Understanding product seasonality in your markets
- ISAs are a key product in Q2 but the research phase is starting earlier every year.
- IFAs are well positioned to drive incremental leads online in the financial protection, mortgages and wealth management sectors.
The full paper is available for download here at our Google Loves IFAs site.