The Logica Engagement IQ (EiQ) is a tool to help financial brands and their communicators deepen engagement with the public to drive business results. The Engagement IQ is a proprietary measurement system that scores companies on four key measures:
In our Engagement IQ syndicated study, we take a close look at 14 different financial services firms. We have examined how different sub-segments of the financial services industry compare overall and by generation. In general, financial services firms tend to have a lower EiQ score than the tech industry iconic brands such as Apple and Google.
We also see differences between different segments within the financial services industry: payment companies tend to rank higher than banks or brokerage firms.
Millennials and Gen X are relatively engaged with companies in the financial services industry overall, while Boomers lag both groups in their engagement. The high EiQ scores of Millennials and Gen X are driven primarily by their engagement with payment companies, rather than by engagement with brokerage firms or banks.
Differences between Millennials and Gen X vs. Boomers also surface in the specific ways these generations are likely to show engagement:
- Millennials and Gen X are more than twice as likely to post on social media about a payment company as Boomers (38% and 33% vs. 19%).
- Millennials are more likely than Boomers (67% vs. 47%) to accept an invitation to lunch with the CEO of a payment company.
- Boomers are least likely to read an article about any type of financial services company (48% vs. 61% for Millennials and 59% for Gen X).
Engagement is key for building strong brands. The Logica Engagement IQ reveals how engagement differs by industry and generation. Tapping into those differences and boosting them where necessary will build brand engagement strategies to drive business growth. Are Boomers reading about you? Learn more about the Engagement IQ at LogicaResearch.com
Al Gore, Jack Bogle & Jason Zweig to Headline The MarketCounsel Summit 2018
8 Key Considerations for Full Life Satisfaction
Million Dollar Listing’s Ryan Serhant on How His First Business Came Crashing Down
Recognizing and Managing Exceptional, Average and Underperforming Individuals
How to Follow Your Financial Playbook To Victory
3 Ways to Build Mental Toughness
The Four Ingredients of Great Customer Experience
5 Sales Tips to Break Through the Clutter
The Plight of the Long-Term Unemployed and How to Overcome It
What High-Converting Landing Pages Have in Common
Learn11 hours ago
Millennials and Responsible Investing: Bridging the Generation Gap
Social Selling12 hours ago
Is Spending Piles of Money on Marketing Just a Waste?
Building Smarter Portfolios12 hours ago
Understanding Hedge Fund Replication
Insights2 days ago
Leaders: How Your Audacious Goal Can Actually Hurt People
Development2 days ago
Discouraged? Remember Why You Got in This Business
Financial Podcasts2 days ago
What to Expect this Holiday Season According to the National Retail Federation
Development3 days ago
A Better Way to Seek Referrals
Behavioral Intelligence3 days ago
Human Behavior Is Predictable, Markets Are Not