{"id":1179811,"date":"2021-03-26T04:27:54","date_gmt":"2021-03-26T11:27:54","guid":{"rendered":"\/?p=1179811"},"modified":"2025-02-14T09:09:08","modified_gmt":"2025-02-14T17:09:08","slug":"digital-marketing-channels-for-banking","status":"publish","type":"post","link":"https:\/\/www.fintelconnect.com\/fr\/webinars\/digital-marketing-channels-for-banking\/","title":{"rendered":"R\u00e9capitulatif de la session : Les canaux de marketing num\u00e9rique pour votre banque"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\"><strong>In this article<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve pulled some of the highlights from our discussion and shared them for easy reading below.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Thanks to all who attended last week\u2019s digital marketing session at the <a href=\"http:\/\/www.pabankers.com\/\">Pennsylvania Bankers Association Digital Banking Conference<\/a>. We\u2019re also thankful to our friends Larissa Murphy, Digital Channel and Content Marketing Specialist at <a href=\"https:\/\/www.fcbanking.com\/\">First Commonwealth Bank<\/a>, and Anthony Costanzo, Director of New Business Development (Banking) at <a href=\"https:\/\/www.quinstreet.com\/\">QuinStreet<\/a>, for sharing their insights and strategies for growth via digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you have any questions about digital marketing strategy or performance marketing for your bank, please don\u2019t hesitate to <a href=\"\/contact-us\/\">reach out to our team<\/a>!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Getting to know our audience<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">At the start of the session, attendees responded to questions about their current and future digital marketing plans, which helped set the stage for the session\u2019s topics.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">What do you want your digital marketing to achieve?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Attract new customers <p>50%<br>50%<\/p> <\/li>\n\n\n\n<li>Cross-sell existing customers <p><span style=\"font-size: revert; color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">21%<\/span>21%<\/p> <\/li>\n\n\n\n<li>Improve bank efficiencies <p> <span style=\"background-color: rgba(0, 0, 0, 0.2); color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">14%<\/span>14%<\/p> <\/li>\n\n\n\n<li>Improve customer service <p> <span style=\"background-color: rgba(0, 0, 0, 0.2); color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">14%<\/span>14%<\/p> <\/li>\n\n\n\n<li>Increase deposits <p> <span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">0%<\/span>0%<\/p> <\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What&#8217;s holding you back from investing more in digital?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Budget\/investment involved <p> <span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">20%<\/span>20%<\/p> <\/li>\n\n\n\n<li>Resources <br><span style=\"font-size: revert; color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif;\">40%<\/span><p>40%<\/p> <\/li>\n\n\n\n<li>Complex legacy IT <br><p><span style=\"background-color: rgba(0, 0, 0, 0.2); color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">13%<\/span>13%<\/p> <\/li>\n\n\n\n<li>Organizational resistance to change <p><span style=\"background-color: rgba(0, 0, 0, 0.2); color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">13%<\/span>13%<\/p> <\/li>\n\n\n\n<li>We investing our optimal amount of funding <p><span style=\"color: initial; font-family: -apple-system, BlinkMacSystemFont, &quot;Segoe UI&quot;, Roboto, Oxygen-Sans, Ubuntu, Cantarell, &quot;Helvetica Neue&quot;, sans-serif; font-size: revert;\">33%<\/span>33%<\/p> <\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What big changes have you seen with bank customers since COVID19?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Larissa has seen an uptick in customer usage of First Commonwealth Bank\u2019s web platform and app, both for transactions and new account openings. In addition to digital channels, her bank also implemented a lobby-by-appointment model that\u2019s accelerated drive-up activity. \u201cOur sales team have needed to learn how to create positive customer experiences at the drive up,\u201d she observed. \u201cOur marketing team also needed to come up with new ways to get our message out since customers weren\u2019t coming into our lobbies nearly as much.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alana adds that support in the era of social-distancing has also become a priority for customers. \u201cWith so many customer service teams backed up lately, the banks that were accessible for customer support were [the ones] that were getting ahead,\u201d she said of Fintel Connect\u2019s bank partners.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Anthony saw an influx of consumers looking for safe places to store their money, and a rise in customer interest for certificates of deposits (CDs) over traditional savings accounts. Because the rates environment has fluctuated considerably over 2020, CDs with one to two year terms have now become comparable to savings accounts.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How has the digital banking landscape evolved, and what should we keep on our radar?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Anthony is seeing fintech banks shaking up the market by positioning themselves on the values of convenience and online-first. \u201cThey\u2019re really focused on serving the underbanked communities,\u201d he notes. \u201c[They] might not have looked like competitor, but they are building platforms in order to compete with community banks [\u2026] by creating online experiences that are a \u2018one-stop-shop\u2019 for consumers.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For banks looking to embark upon digital marketing and campaigns, Alana emphasizes that they first need to ensure their digital customer experiences are seamless, positive and optimized for converting incoming traffic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alana also assures that banks that excel in customer service and direct relationship-building can accomplish this online, too. \u201cIt\u2019s about making sure you understand what their needs are,\u201d she says, \u201cto help them get done what they need to get done.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Get in the game. Don&#8217;t let perfect get in the way of good enough.&#8221;<br>&#8211; Anthony Costanza, Director of Marketing, Quinstreet<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Where are your digital efforts focused currently?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPeople are relationship-driven,\u201d Larissa notes. As such, First Commonwealth Bank focuses its mission on two distinct goals: 1) improving the lives of customers and 2) fostering opportunities for cross-promotional sales of products that meet customer needs. She also advises that although digital is a big undertaking, customer messages can still be effectively conveyed through smaller touchpoints over social or email.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Anthony recommends focusing on online accounting openings and analytics: streamlining the user journey from acquisition to relationship-management, and measuring a customer\u2019s worth. \u201cThat\u2019s what\u2019s going to allow us to be better partners to you [\u2026] and what that lifetime value is, that\u2019s going to allow us to find the right kind of customers for you and bring them to your door.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alana agrees that your ecosystem&#8217;s tracking and analytics \u2014 for potential and existing customers \u2014 is vital to your digital marketing foundation.  \u201cBeing hip-to-hip with your analytics team is so important [\u2026] in understanding your customers at an end-to-end level,\u201d she says.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alana also recommends beta-testing your products with customers and not fearing that an evolving product will hurt your brand image. She explains that as long as you provide context about its development stage and its intention to improve service, customers will be empathetic and provide you with useful feedback.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Always think customer first before the bank&#8217;s need. I really think that&#8217;s the way to win.&#8221;<br>&#8211; Larissa Murphy, Digital Channel, Marketing Specialist, First Commonwealth Bank<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">What percentage of your budget goes to digital marketing channels currently?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>0-10%\n<p> <\/p>\n<p>33%<br>33%<\/p>\n<\/li>\n\n\n\n<li>10-20%\n<p> <\/p>\n<p>25%<br>25%<\/p>\n<\/li>\n\n\n\n<li>20-40%\n<p> <\/p>\n<p>25%<br>25%<\/p>\n<\/li>\n\n\n\n<li>40%+\n<p> <\/p>\n<p>17%<br>17%<\/p>\n<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">What digital channel currently drives the greatest impact to your bank?<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO \/ Organic Search\n<p> <\/p>\n<p>18%<br>18%<\/p>\n<\/li>\n\n\n\n<li>Paid search \/ Google Ads\n<p> <\/p>\n<p>27%<br>27%<\/p>\n<\/li>\n\n\n\n<li>Email marketing\n<p> <\/p>\n<p>27%<br>27%<\/p>\n<\/li>\n\n\n\n<li>Performance (affiliate) marketing\n<p> <\/p>\n<p>0%<br>0%<\/p>\n<\/li>\n\n\n\n<li>Social media advertising\n<p> <\/p>\n<p>27%<br>27%<\/p>\n<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">What digital channels are you using for your bank?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Larissa shares the components of her digital marketing plan, the channels involved and how she strategically uses digital for bottom-of-funnel customer tactics. The follow channels are in her current mix:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Paid SEM (Google Ads)<\/li>\n\n\n\n<li>Paid social (Facebook, Instagram, LinkedIn)<\/li>\n\n\n\n<li>Native advertising<\/li>\n\n\n\n<li>Digital display ads and video<\/li>\n\n\n\n<li>Direct mail, integrated with digital:\n<ul class=\"wp-block-list\">\n<li>Geotargeted mailers synced with the location of Facebook target audience<\/li>\n\n\n\n<li>Display ads targeted to mailer recipients by IP address<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Next year, Larissa\u2019s goal is to build an attribution model to understand the average number of touchpoints &#8212; and which touchpoints across the above channels \u2013 effectively lead to net new acquisition.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">As a performance marketer in the financial services space, how do you work with banks?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As a marketer, Anthony seeks guaranteed outcomes, particularly when it comes to ROI. He explains that affiliate marketing is one of the few digital channels that can provide guarantees for banks looking to drive new customers to their products.  \u201cWe have 20 million+ consumers coming to our website per month who are searching for terms like \u2018best savings accounts,\u2019\u201d he says. \u201cWe serve you up to these consumers who\u2019ve raised their hands [\u2026] like a vertical search engine.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Alana adds further to the value of performance marketing partnerships by sharing their strength and value from an SEO standpoint. By partnering with influencers and publishers in the space, it helps alleviate pressure on the bank to invest in  resources to boost  organic search and content marketing for lead generation.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final Note on Digital Marketing for Your Bank<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Larissa and Anthony both agree about the value of testing and learning. \u201cDigital marketing is fun,\u201d says Larissa. \u201cIf you have the budget to try new channels, why not? Experiment with new channels and partner with the right folks to make sure your goal is matched for that channel.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Anthony also recommends getting in the game and not waiting for perfection. \u201cWe don\u2019t have a perfect view of customer lifetime value,\u201d he says, \u201cbut the truth of the matter is few do, even the largest banks.\u201d He emphasizes that even if your analytics aren\u2019t perfect, focus on providing enough data and analytics to get started because once you start, that\u2019s where you can test, learn and grow.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These principles are key to ensuring you reach your banks goals and it continues in its growth journey. We\u2019re excited for banks to incorporate some of these tips into your banking strategies for 2021. If you have any questions or would like to connect with Larissa, Anthony or Alana, please send us an email \u2013 <a href=\"mailto:alana@fintelconnect.com\">alana@fintelconnect.com<\/a>. Happy marketing!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"> <\/h2>\n","protected":false},"excerpt":{"rendered":"<p>In this article We\u2019ve pulled some of the highlights from our discussion and shared them for easy reading below. Thanks to all who attended last [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9379,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":["post-1179811","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 v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Session Recap: Digital Marketing Channels for Your Bank | Webinars | Fintel Connect<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fintelconnect.com\/fr\/webinars\/digital-marketing-channels-for-banking\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Session Recap: Digital Marketing Channels for Your Bank | Webinars | Fintel Connect\" \/>\n<meta property=\"og:description\" content=\"In this article We\u2019ve pulled some of the highlights from our discussion and shared them for easy reading below. 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