Author： Carole Langiu
Time： October 13, 2009 (10:58 am)
In addition to layering direct mail and social media, we should not forget mobile banking and the opportunities to reach our early adapters where they live (so to speak) Lots of high tech users don’t want us (as financial institutions)to be their friend and follow them- but they do want to be able to reach us when they need us. Having the phone, air plan and lifestyle that mobile banking requires usually opens our doors to the type of member that we are seeking for sustained growth. We can use mobile banking as a touch point to cement our relationship with them.
Author： Nicki
Time： October 13, 2009 (12:22 pm)
Good point, Carole! It’s being accessible across many touch points to be available when the member needs to connect. Thanks…
Author： Steve Bieber
Time： October 14, 2009 (7:40 am)
Eschewing traditional marketing channels for social media is a dead end and the large financial institutions know it. While they may dabble in social media, their biggest inroads are being made by using more sophisticated data to model and target potential customers directly. Big banks continue to gain market share not by chatting up their customers, but by targeting prospects with offers that seem to always be a bit better than yours. Layer if you like, but at the end of the day… you have to sell something.
Author： Nicki
Time： October 14, 2009 (10:04 am)
You’re right, Steve, about the value of target marketing. Datamining is incredibly important in today’s marketing plans to profile and track the results of targeted marketing efforts. Especially key is the ability to finetune lead generation by sending targeted offers to drive sales. Marketers must stay focused on solutions that achieve the corporate goals!