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Hit your 2015 marketing goals

Quality, consistent branding, targeted campaigns, and strategies that fit the times are hallmarks of a successful marketing plan.

January 15, 2015 by Dan Kramer — Senior Vice President, Marketing & Merchant Servic, SHAZAM

Gone are the days when financial institution marketing consisted of a few print ads in the local paper, a product brochure or two, and one direct mail push every year.

Like many areas of banking, including payments and digital banking channels, FI marketing continues to evolve. We're all changing to adapt to advancements in technology and burgeoning consumer expectations — and that's a good thing.

A recent article from The Financial Brand highlights key FI marketing goals for 2015:

• Take branding to the next level. It's important for an FI's integrated branding to go beyond statement inserts and brochures. Successful branding is all about quality staff interaction with customers on a day-to-day basis.
• Lend an ear. Social media offers a quick and easy way for consumers to provide feedback about products, services and customer service. Successful marketing strategies will take the time to listen and make changes when it's necessary.
• Keep it customer-focused. FI marketing is currently transitioning from being product-centric to being customer-centric. This trend is expected to gain momentum in 2015.
• Create an omnichannel experience. Marketing that encourages the use of an FI's various digital banking options can build customer loyalty by highlighting the value of a streamlined banking experience across all channels.

Quality, consistent branding, targeted cross-channel marketing campaigns, and marketing strategies that fit the times are hallmarks of successful marketing plans, whether they're carried out by an in-house marketing department or by an outside marketing specialist.

photo courtesy steve snodgrass | flickr

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