{"id":1720667,"date":"2021-02-21T13:12:00","date_gmt":"2021-02-21T21:12:00","guid":{"rendered":"https:\/\/fintelconnect.yardstick.ca\/?p=1720667"},"modified":"2025-02-14T09:09:11","modified_gmt":"2025-02-14T17:09:11","slug":"compliant-digital-marketing-and-growth","status":"publish","type":"post","link":"https:\/\/www.fintelconnect.com\/fr\/webinars\/compliant-digital-marketing-and-growth\/","title":{"rendered":"R\u00e9capitulation du webinaire : Marketing num\u00e9rique conforme et croissance"},"content":{"rendered":"\n<div class=\"et_pb_with_border et_pb_row et_pb_row_2\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_1  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_text et_pb_text_0  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h4><strong>In this article<\/strong><\/h4>\n<p>We\u2019ve put together some of the key takeaways from out recent webinar on compliant digital marketing and growth.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"et_pb_row et_pb_row_3\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_2  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_text et_pb_text_1  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>Thank you to everyone who participated in our Compliant Digital Marketing and Growth panel. We\u2019re always excited to share our insights and actionable strategies for financial institutions grow and scale their digital customer acquisition.<\/p>\n<p>In the banking and financial space, compliance is an essential component of acquisition, but it can also be equally challenging to navigate. Regulations surrounding how a bank attracts and acquires new customers can be complicated: it requires internal coordination, oversight, and technological requirements to manage a workflow of various compliance activities.<\/p>\n<p>To understand what it takes to succeed at compliant digital growth, this discussion focuses on the technology, tools, and resources that every financial institution must consider, whether they\u2019re planning their digital foundation, or already have the infrastructure and are ready to start marketing.<\/p>\n<p>A special thank you to <strong>Brad Papalardo<\/strong>, Director of Government Affairs and Trust Services at <a href=\"https:\/\/www.massbankers.org\/\">Massachusetts Bankers Association<\/a>, who hosted this webinar. And a big thank you to our panel participants who graciously shared their diverse insights and perspectives in the banking and financial space:<\/p>\n<ul>\n<li><strong>Dave Hunkele<\/strong>, Chief Strategy Officer at <a href=\"https:\/\/finzly.com\/\">Finzly<\/a><\/li>\n<li><strong>Anthony Costanzo<\/strong>, Director of New Business Development (Banking) at <a href=\"https:\/\/www.quinstreet.com\/\">Quinstreet<\/a><\/li>\n<li><strong>Andrew Silverman<\/strong>, Director of Digital Strategy, Analytics at <a href=\"https:\/\/us.cibc.com\/en\/home.html\">CIBC<\/a><\/li>\n<li><strong>Alana Levine<\/strong>, Chief Revenue Officer at <a href=\"https:\/\/www.fintelconnect.com\/\">Fintel Connect<\/a><\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"et_pb_row et_pb_row_4\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_3  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_text et_pb_text_2  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h3>Preparing a digital presence<\/h3>\n<p>When considering the requirement for digital account opening, Dave at <a href=\"https:\/\/finzly.com\/\">Finzly<\/a> notes that it\u2019s important to get comfortable with playing in the space. According to a <a href=\"https:\/\/thefinancialbrand.com\/106445\/key-factors-winners-losers-digital-banking-cx-advice-community-bank\/\">Cornerstone Advisors report<\/a>, mega-banks and fintechs opened 69% of their accounts digitally during COVID, while community banks and credit unions online opened a combined 10%.<\/p>\n<p>It\u2019s evident that in the last year, the gap of accessibility has widened for community bank products on the market. Luckily, this also means it\u2019s the right time for these banks to look at how technology can close that gap.<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_3  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h4>Essential qualities of an integrated technology partners<\/h4>\n<p>Dave suggests considering the following features when evaluating potential technology partners and integrations:<\/p>\n<ul>\n<li><strong>Workflow tools<\/strong> to create a frictionless customer journey<\/li>\n<li><strong>Flexible, adaptable<\/strong> solutions that can respond to your compliance changes<\/li>\n<li><strong>Integrated analytics<\/strong> to see what your customer\u2019s going through, and how to help them navigate<\/li>\n<li><strong>Opportunities to partner with additional technologies<\/strong>, such as <a href=\"\/affiliate-marketing\/affiliate-marketing-and-digital-marketing\/\">driving qualified traffic to your website<\/a>, or co-browsing to provide live support to prospective customers<\/li>\n<li><strong>Fits with your current infrastructure<\/strong> and works efficiently with your core provider<\/li>\n<\/ul>\n<p>In addition, Andrew at <a href=\"https:\/\/us.cibc.com\/en\/home.html\">CIBC<\/a> emphasizes the importance of internal alignment and strong executive support for decisions. To ensure that they are all on board, all stakeholders should know the answers to these questions before implementing new technologies:<\/p>\n<ul>\n<li>What\u2019s the goal? Is it just for customers to sign-up online or does it go beyond that?<\/li>\n<li>Is the bank looking beyond this first step and potentially operating entirely online?<\/li>\n<li>What is your KYC (Know Your Customer: identification and validation) and AML (Anti-Money Laundering program) needs? If some of it is manual, could does the fintech partner provide automated solutions?<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"et_pb_row et_pb_row_5\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_4  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_divider et_pb_divider_0 et_pb_divider_position_ et_pb_space\">\n<div class=\"et_pb_divider_internal\">\u00a0<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_4  et_pb_text_align_center et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h2><span lang=\"EN-US\">\u201cIt\u2019s not just one swing at the plate where you\u2019re trying to capture a national audience, and you\u2019re not sure you\u2019re doing it right. You can do it in small doses.\u201d<\/span><\/h2>\n<h3><span lang=\"EN-US\">\u2013 <em>Dave Hunkele on how A\/B testing can solve for internal hesitations about digital integrations for banks<\/em><\/span><\/h3>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_divider et_pb_divider_1 et_pb_divider_position_ et_pb_space\">\n<div class=\"et_pb_divider_internal\">\u00a0<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"et_pb_row et_pb_row_6\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_5  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_text et_pb_text_5  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h4>Getting stakeholder buy-in before you start<\/h4>\n<p>Andrew has witnessed fear and anxiety at the prospect of new digital technology introduced into a bank. Banks must be aware they might face these types of internal obstacles if there\u2019s a misalignment in objectives between the risk side and product side of your businesses<strong>. Treating new technology as a pilot program can ensure your risk is managed to expectations.<\/strong><\/p>\n<p>As part of managing internal expectations, Dave suggests an external approach: as an exercise, stakeholders can ask themselves, \u201cHow would I like to go through the bank opening process as a customer?\u201d If the answers received have one or more overlapping themes or pain points, it can create a sense of urgency for both risk and product departments to improve.<\/p>\n<p>Alana at <a href=\"https:\/\/www.fintelconnect.com\/\">Fintel Connect<\/a> adds that a <strong>proactive approach<\/strong> can be vital to addressing potential conflict before it occurs. When introducing new technology, she suggests rolling out upgrades in small steps, such as limiting new automation abilities to a small cross-section of your customer base. This minimizes the impact of any possible missteps while providing banks with early performance data.<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_6  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h3>Online account opening process<\/h3>\n<p>As a publisher, Quinstreet connects audiences searching for financial advice with bank products that fit their needs. Once a prospective customer clicks away from the influencer\u2019s site to the bank\u2019s site, the bank must provide an account opening process that moves them effectively to the <a href=\"\/webinars\/go-where-your-customers-are\/\">bottom of the funnel<\/a>.<\/p>\n<p>Anthony typically looks for the following qualities in a bank\u2019s customer onboarding flow:<\/p>\n<ul>\n<li>Competitive products that draw in a customer\u2019s interest to apply for a product<\/li>\n<li>The ease at which a customer enters data through your workflow<\/li>\n<li>Back-end validation of identity that\u2019s transparent for both Quinstreet\u2019s team and the bank<\/li>\n<\/ul>\n<p>Anthony emphasizes that <strong>financial institutions must avoid bottlenecks in their workflows<\/strong>. Bottlenecks, he says, are essentially missed opportunities where potential customers are driven away by a poor website experience. He furthers that banks facing technological limitations to delivering a positive customer experience online must partner with fintechs and providers that can ensure their account opening process successfully captures customers. \u200b<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"et_pb_row et_pb_row_7\">\n<div class=\"et_pb_column et_pb_column_4_4 et_pb_column_6  et_pb_css_mix_blend_mode_passthrough et-last-child\">\n<div class=\"et_pb_module et_pb_text et_pb_text_7  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h2>How to keep your digital marketing compliant<\/h2>\n<p>Before implementing digital channels and processes, Dave notes the importance of standardizing brand assets and creative pieces, including websites, social, text, and email. Inconsistencies in how a bank represents itself create compliance issues, so it\u2019s essential to set it up correctly.<\/p>\n<p>He also encourages bank marketing leaders to ensure their teams <strong>understand regulations clearly,<\/strong> so that those considerations are<strong> baked in at the start<\/strong> \u2013 not the end \u2013 of their marketing initiatives. Conducting compliance training sessions can help staff understand not just what the regulations are but <em>why<\/em> they are in place and how they serve your bank\u2019s business.<\/p>\n<p>Similarly, Andrew has found CIBC\u2019s annual and quarterly training and weekly touchpoints on compliance to be effective, particularly in avoiding a reactive approach to fixing compliance terms. \u201cThe diligence of our compliance really helps to [\u2026] be on top of this. It helps to have people who are dedicated and share new information as it comes up, because you want to be adapting in real-time.\u201d<\/p>\n<p>Alana agrees: in the banking space, she has seen attitudes around compliance and regulation evolve. Regulators were once viewed as barriers to marketing execution; nowadays, the conversation is more focused on collaborative, thoughtful innovation to keep both the bank and consumers safe. \u201cThe more that you collaborate and work with your regulators,\u201d she explains, \u201cthe more they\u2019ll be able to inform you and your compliance teams and support what you\u2019re looking to do.\u201d<\/p>\n<p>In terms of addressing potential pitfalls in your digital marketing, Dave also emphasizes <strong>the importance of A\/B testing<\/strong>. \u201cIt\u2019s not just one swing at the plate where you\u2019re trying to capture a national audience and you\u2019re not sure you\u2019re doing it right,\u201d he says. \u201cYou can do it in small doses.\u201d Testing out different scenarios and implementation to a small test group can help you refine your approach while increasing the comfort with the new initiative and the experimental process, as well.<\/p>\n<p>\u00a0<\/p>\n<h3>Adjustments to the online account opening process<\/h3>\n<p>When bank partners make adjustments to their account opening flows, Dave observes that it typically happens in response to compliance rather than optimizing user experiences. He\u2019s seen change requests usually occur in situations where a new product is released, or a bank is looking to expand the market reach of products by adjusting the form\u2019s domicile fields.<\/p>\n<p>He explains that one of the advantages of having fintech partners is <strong>expediting compliance change requests<\/strong>. Rather than sending lengthy requests to your core provider, dealing with prioritization and then waiting in a long queue for development, partnered technology providers can be built to respond to compliance changes in a timelier manner. He encourages all banks to look for these types of capabilities when considering fintech partners.<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_8 et_pb_text_align_left et_pb_bg_layout_light et_had_animation\">\n<div class=\"et_pb_text_inner\">\n<h2>Marketing Compliance Checklist for Banks &amp; Financial Institutions<\/h2>\n<p>Here\u2019s a checklist of important areas to consider when evaluating your bank\u2019s compliance across its digital channels. Make sure your compliance team is onboarded early and provides clearance in the following areas:<\/p>\n<ul>\n<li><strong>Product and service information is clear, concise and accurate<\/strong><br \/>Misinformation can harm your customers perception of your brand and have legal implications. It violates 2010\u2019s Dodd-Frank Act and Section 5 the FTC Act. The Consumer Financial Protect Bureau also classifies this as <a href=\"https:\/\/files.consumerfinance.gov\/f\/201307_cfpb_bulletin_unfair-deceptive-abusive-practices.pdf\">Unfair, Deceptive or Abusive Practices<\/a>.<\/li>\n<li><strong>Required disclosures are available for all deposit and loan products<\/strong><br \/>Terms &amp; conditions for offers are displayed to customers. Consult the Truth in Savings Act (TISA)\u2019s <a href=\"http:\/\/www.ecfr.gov\/cgi-bin\/text-idx?c=ecfr&amp;tpl=\/ecfrbrowse\/Title12\/12cfr1026_main_02.tpl\">Regulation DD<\/a> for deposit requirements, and <a href=\"http:\/\/www.ecfr.gov\/cgi-bin\/text-idx?c=ecfr&amp;tpl=\/ecfrbrowse\/Title12\/12cfr1030_main_02.tpl\">Regulation Z<\/a> of the Truth in Lending Act (TILA) for loan requirements.<\/li>\n<li><strong>Advertising is representative of a variety of personas<\/strong><br \/>Inadvertently excluding certain peoples may cause your bank to be dinged for discriminatory advertising. See the <a href=\"http:\/\/www.ecfr.gov\/cgi-bin\/text-idx?c=ecfr&amp;tpl=\/ecfrbrowse\/Title12\/12cfr1002_main_02.tpl\">Equal Credit Opportunity Act<\/a>, which regulates unfair lending practices.<\/li>\n<li><strong>Compliance marketing emails are automated<\/strong><br \/>To meet the lengthy requirements of <a href=\"http:\/\/www.gpo.gov\/fdsys\/pkg\/PLAW-108publ187\/pdf\/PLAW-108publ187.pdf\">CAN-SPAM<\/a>, email automation can ensure your banks is following the rules with minimized efforts and complexities.<\/li>\n<li><strong>Compliance for text messages<\/strong><br \/>Ensure your bank is following regulations similar to the above to regulate your text message communication.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p>For a full list of guidelines surrounding advertising, consult the <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/advertising-faqs-guide-small-business\">FTC\u2019s Advertising FAQ<\/a> for small businesses.<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_9  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<h2>Tips and takeaways for bankers getting started<\/h2>\n<p>\u00a0<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_10  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>\u201c<strong>Don\u2019t be afraid of the stories and myths of digital account opening<\/strong>. The technology is a lot better than before, the technology to pull components is there. I would say embrace the idea of engaging with your customer digitally \u2013 it doesn\u2019t mean that you can\u2019t engage with them physically, but it\u2019s a much better experience for your customer.<\/p>\n<p>Secondly, don\u2019t think that you have accomplish everything. It doesn\u2019t have to be 100% automation, Day One. Get started, think about what\u2019s working, what\u2019s not working [\u2026] and think about your customer. You\u2019ll find that is achievable for you and you\u2019ll see incremental improvements as you go, which can help justify incremental spending as you go, as well.\u201d<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_11  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p><strong>Dave Hunkele<\/strong><br \/>Chief Strategy Officer, Finzly<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_12  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>\u201cThe biggest point here: being intentional and understanding what you\u2019re trying to achieve, whether it\u2019s customer goal or a bank goal. And understanding that <strong>it\u2019s an iterative process over time<\/strong>: you don\u2019t have to come out with a huge bang \u2013 you can evolve over time. The right resources exist for this and it\u2019s just about how the fit into your organization, your tech, and your infrastructure.\u201d<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_13  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p><strong>Andrew Silverman<\/strong><br \/>Director of Digital Strategy, Analytics, CIBC<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_14  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>\u201c<strong>Just get started.<\/strong> You\u2019re not going to have the perfect solution with every bell and whistle on Day One. But get started, and you start to build the case for that bigger solution. Getting involved is the way to do it.\u201d<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_15  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p><strong>Anthony Costanzo<\/strong><br \/>Director of New Business Development (Banking), Quinstreet<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_16  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>\u201cThe biggest point here: being intentional and understanding what you\u2019re trying to achieve, whether it\u2019s customer goal or a bank goal. And understanding that <strong>it\u2019s an iterative process over time<\/strong>: you don\u2019t have to come out with a huge bang \u2013 you can evolve over time. The right resources exist for this and it\u2019s just about how the fit into your organization, your tech, and your infrastructure.\u201d<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_17  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p><strong>Alana Levine<\/strong><br \/>Chief Revenue Officer, Fintel Connect<\/p>\n<\/div>\n<\/div>\n<div class=\"et_pb_module et_pb_text et_pb_text_18  et_pb_text_align_left et_pb_bg_layout_light\">\n<div class=\"et_pb_text_inner\">\n<p>Thanks again to everyone who attended! If you want to learn more about how Fintel Connect\u2019s technology provides <strong>banks and financial institutions<\/strong> with <strong>safe, compliant and scalable customer acquisition<\/strong>, <a href=\"\/contact-us\/\">get in touch with us today<\/a>, or <a href=\"http:\/\/www.linkedin.com\/in\/fintelconnect\">follow us on LinkedIn<\/a> to keep up with the latest in performance marketing for financial services.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In this article We\u2019ve put together some of the key takeaways from out recent webinar on compliant digital marketing and growth. Thank you to everyone [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":10590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":["post-1720667","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>Webinar Recap: Compliant Digital Marketing and Growth | Webinars | Fintel Connect<\/title>\n<meta name=\"description\" content=\"Understand what it takes to succeed at compliant digital growth.\" \/>\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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