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The Economist Intelligence Unit: Making millenials sticky

The changing role of the CMO in the financial services industry


Chief marketing officers (CMOs) in the retail sector have flooded millennials with social media, mobile apps and individualized products and services. But CMOs at financial institutions are significantly behind the curve, according to a global survey of executives carried out by the Economist Intelligence Unit (EIU) and sponsored by SAS. Although they’ve been slow to adopt these strategies, many are learning how to engage customers as individuals via social and mobile media.

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