How door drops drive online banking

The UK's  finance industry has faced a tough time, and competition among banks, building societies and even high street retailers means advertisers need to squeeze value out of all their communications in the drive for new customers.

This 2010 BrandScience research spotlights the effectiveness of door drops compared with other offline and online media such as TV, radio and branded search in encouraging consumers to open up new online savings accounts.

It also reveals scope for greater investment in the medium, which has proved the most cost-effective offline way for a finance company to acquire new customers during 2008 and 2009.