{"id":1176212,"date":"2021-03-26T03:49:40","date_gmt":"2021-03-26T10:49:40","guid":{"rendered":"\/?p=1176212"},"modified":"2024-07-23T09:19:47","modified_gmt":"2024-07-23T16:19:47","slug":"the-future-of-digital-marketing","status":"publish","type":"post","link":"https:\/\/www.fintelconnect.com\/fr\/webinars\/the-future-of-digital-marketing\/","title":{"rendered":"R\u00e9capitulation du webinaire du CCBN : L'avenir du marketing num\u00e9rique"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>In this article<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Read more about some of the key points from our webinar on how to optimize your bank&#8217;s digital strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to all who attended last week&#8217;s webinar on the future of digital marketing!<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">ICYMI, we&#8217;ve put together a high-level recap of our panel discussion on the future of digital marketing for banksand financial institutions. In this discussion, we were thrilled to be joined by Lindsay Green, President of <a href=\"https:\/\/www.extracoconsulting.com\/\">&lt;class=&#8221;normaltextrun spellingerrorv2=&#8221;&#8221; scxw114965809=&#8221;&#8221; bcx0&#8243;=&#8221;&#8221;>Extraco Consulting&lt;\/class=&#8221;normaltextrun><\/a>, Patrick Sell, CIOof<a href=\"https:\/\/www.quonticbank.com\">Quontic Bank<\/a>, andBrian Martucci, Finance Editor of <a href=\"https:\/\/moneycrashers.com\">Money Crashers<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"2701\" height=\"1518\" src=\"\/wp-content\/uploads\/2020\/10\/CCBN-Webinar.png\" alt=\"CCBN Webinar\" class=\"wp-image-8501\" title=\"CCBN Webinar\" srcset=\"https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar.png 2701w, https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar-960x540.png 960w, https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar-1200x674.png 1200w, https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar-640x360.png 640w, https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar-1536x863.png 1536w, https:\/\/www.fintelconnect.com\/wp-content\/uploads\/2020\/10\/CCBN-Webinar-2048x1151.png 2048w\" sizes=\"(max-width: 2701px) 100vw, 2701px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It was great to hear from these experts on their perspectives in the market and where they see opportunities for banks to get ahead and make the most of their marketing budgets. Read on for key tips and takeaways from the discussion!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Setting the Stage<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><b><\/b><b><i>Consumer Behavior and the New Normal<\/i><\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Since the start of COVID,there have been noticeable changes in the financial interests of consumers. From everyone&#8217;s perspective, here are some of the major shifts that were seen over the past several months:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Increased interest in online content about investing and investment products<\/li>\n\n\n\n<li>Less activity and interest in savings accounts<\/li>\n\n\n\n<li>Resurgence in personalized, community-centric banking over larger, well-known banks<\/li>\n\n\n\n<li>Small businesses approaching banks for help with eCommercefor sales and transactions<\/li>\n\n\n\n<li>Record volume of mortgage applications<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><b>The Shift to Digital<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><b><i>What does this look like?<\/i><\/b><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\">Taking a staged approach<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">To improve his bank&#8217;s digital customer experience,Patrick and the Quontic Bank teaminvested 18 months to enhance its online account opening process.Quontic&#8217;s goalwas to reduceits customers\u2019average time spent filling in itsonlineapplication form.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bystrategically reducing the application&#8217;s friction points,Patrick&#8217;s team successfully shavedthe application time from 8-9 minutes down to 3 minutes. And what\u2019s important to note is that it took three different iterations over that 18-month period to get it there<b>. <\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>Investing the energy in really learning what works (and having the capability of measuring what\u2019s working) can make a big difference to your <\/b><b>customer\u2019s perception and experience of your bank.<\/b><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Patrick alsoemphasizes that your customers\u2019early experiences with your brand sets the tone for that futurerelationship.&#8221;If that first experience is rough,&#8221; he says,&#8221;everything you do from then on is looked at through that lens.&#8221;<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Adapting your communications<\/h4>\n\n\n\n<h4 class=\"wp-block-heading\">When it comes to marketing communications,Lindsay found the standards have changedin the era of social distancing.For example, social media messaging is substitutingthe face-to-face customer conversations that normally took place at a bank counter.&#8221;Banks are finding ways to reach out to solve for customer needs in a digital capacity,&#8221; she says.&#8221;You have to be more creative now than you were in the past.&#8221;<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">That creativity can even come in the form of non-digital tactics that complement your digital touchpoints.For instance,Lindsay has observed success in bankers mailing to their clients a Rice Krispie treat and personalized thank you message after closing on their loan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Customers, impressed by the gesture, would then share a photo of the banker\u2019s gift with their own social media networks, furthering its positive message to their own audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>During times of uncertainty, e<\/b><b>ven the simplest gestures of kindness can leave a profound imprint on your customers<\/b><b>.<\/b><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><b>Opportunities for Growth<\/b><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><b><i>Where are the opportunities for banks now?<\/i><\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Lindsay finds that hosting a &#8220;bank &amp; brew&#8221; is effective in attracting new customers. Speakers would cover financial topics such as budgeting or building a financial plan, and existing customers who register are encouraged to bring a friend or family member to learn and network over drinks(safely socially distanced, of course!)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brian recommends that banks ensure they are findable on Google so that publishers like Money Crashers are more likely to come across them.<b>Banks that are easily found online are viewed as credible and potentially more attractive to work with<\/b>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To serve the interests of its subscribers,Money Crashers puts a high level of effort in reviewing bank products and compiling &#8220;Best of\u2026&#8221; product lists. He says,&#8221;[Money Crashers]is establishing a very visible platform for banks to establish earned media, and it helps their visibility naturally.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final Tips \u2013 <i>Where are you best focusing <\/i><i>your budget?<\/i><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Here are are some quick takeaways to consider for your bank:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Look at areas where you can create immediate savings. In other words, <strong>what can you do digitally at less cost<\/strong><strong> while yielding the same result<\/strong>?<\/li>\n\n\n\n<li>Reduce the risk of your bank trying new things \u2013 work with your vendors to find a happy medium with their contracts to give the flexibility you need.<\/li>\n\n\n\n<li>Build your bank&#8217;s organic online visibility to build your credibility with publishers.<\/li>\n\n\n\n<li>Invest in the trackability of your end-to-end customer experience; that is, before and after acquisition.Although a customer may open an account with you, you might not necessarily become their primary financial institution.<\/li>\n\n\n\n<li>Great tools to help you get where you need:\n<ul class=\"wp-block-list\">\n<li><b>CRM<\/b><b>s<\/b><b><\/b><b>such as <\/b><b>Hubspot<\/b><b> and<\/b><b> Salesforce &#8211;<\/b>Lindsay and Patrick notethat when considering a CRM, it\u2019s important to choose one that has the necessary integrations to support your bank\u2019s other technologies, and to be ready toallocate internal resources to CRM management so that you\u2019re leveraging its capabilities consistently<\/li>\n\n\n\n<li>Optimizely so that you can identify and measure what\u2019s working in your marketing (and what\u2019s not)<\/li>\n\n\n\n<li><b>Leap<\/b><b>X<\/b><b>L<\/b> to transform your spreadsheets of raw financial datainto accurate,easily accessible insights<\/li>\n\n\n\n<li>scale your bank\u2019s customer acquisition through performance marketing<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Check out great initiatives like the one Patrick and team are Quontic at building with <b>TrueDigital<\/b>(keep an eye out for more information to come!) to help banksachieve their true digital identifies.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Next Steps<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">If you have any questions as you&#8217;re building your digital strategy, or if you&#8217;re interested in learning more about performance marketing specifically, please don&#8217;t hesitate to reach out to us! We&#8217;re happy to help \u2013 <a class=\"Hyperlink SCXW43865249 BCX0\" href=\"mailto:alana@fintelconnect.com\" target=\"_blank\" rel=\"noreferrer noopener\">alana@fintelconnect.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this article Read more about some of the key points from our webinar on how to optimize your bank&#8217;s digital strategy. Thanks to all [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":8483,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":["post-1176212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-webinars"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>CCBN Webinar Recap: The Future of Digital Marketing | Webinars | Fintel Connect<\/title>\n<meta name=\"description\" content=\"Dive into CYMI and Fintel Connect&#039;s recap of their panel discussion on the future of digital marketing for banks and financial institutions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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