Companies may increase the credibility of their brands if they succeed in being visible at business-critical touchpoints and offer informative and conversational content.

This customer journey (e.g. for asset managers, banks or fintech firms) is not to be understood as a plea to move all communications into the space of the social web.

Instead, financial & professional services firms are well advised to identify a fragmented landscape of new media, platforms and players and consider them according to their business relevance.

At the same time, print business newspapers and financial magazines continue to be of importance. This refers both to B2C and B2B businesses and is confirmed by readership statistics and reach analysis reports.