Applied aspects of sincerity marketing in the financial and investment services market

Abstract

Purpose: the authors analyze the possibilities and formulate recommendations on the application of marketing sincerity in the market of financial and investment services. Discussion: a distinctive feature of the financial and investment services market is the high cost of decisions, which are assisted by consultants. In this regard, it is advisable to accept the principles (trust, facts and truth) and values (transparency, responsibility, fairness and honesty) of marketing sincerity. In the market of financial and investment services, sales without trust are impossible, so the key task of marketing sincerity is to create trust in a consultant or company. Results: the authors showed step-by-step creation of a marketing plan for financial and investment consultants. Also the authors indicated the components of a successful consultant site and gave recommendations for its filling. In addiction the authors formulated marketing sincerity ideas that can be used to attract new and retain current customers.