Planning for long-term success while addressing short-term goals isn’t easy for a bank marketing organization. It can feel like a tug-of-war between two opposing forces. A Deloitte Insights post about The Future-Ready CMO put it this way: “Effective marketing leaders often live in two realms—the present and the possible.”
Mar 01, 2018
In its 2018 Banking Outlook report, Deloitte’s Center for Financial Services talks about the multiple challenges banks face as they aim to transform into “more strategically focused, technologically modern and operationally agile institutions.” Among the challenges Deloitte identifies are: complex and diverging regulations, legacy systems, disruptive models and technologies, new competitors, and an often-restive customer base with ever-higher expectations.
May 16, 2017
Relationships have always been at the core of bank marketing success. While face-to-face transactions and handwritten notes have largely given way to mobile deposits, online bill paying, emails and texts, knowing and connecting with your customer on a personal level is as important as ever.
On the path to building lasting customer relationships, bank marketers must distinguish themselves from ever-increasing competition. There’s also the pressure to rise to elevated consumer expectations that are based on the streamlined, personalized experiences perfected by companies like Amazon and Uber.
Whether you’re a bank with local branches or a franchise business with multiple locations, local sponsorships offer a powerful way for your local representatives to build relationships and visibility in the communities they serve. Sponsorships are effective because supporting local sports teams, charitable causes, the arts and other cultural organizations puts your brand in front of the customers and prospects you most want to reach at the local level.
With the recently signed executive order requesting a review of the Dodd-Frank Act, the Trump administration has taken a first step toward potential regulatory relief for banks and financial services companies. Experts and influencers on both sides of regulation are already fiercely debating the merits and failings of the current law and any possible rollback of it. At this point, the result of such a review is uncertain. What is clear is that change is most definitely in the air.
At Vya we are big on brand consistency. Your brand is the platform that delivers your core product or service differentiation to customers. Managing brand consistency is critical, especially in a distributed organization with branches, agents or franchises.
Oct 03, 2016
Last week I was in Nashville with Vya’s Kandi O’Connor and Tracy McIntosh attending the ABA Bank Marketing Conference 2016 – a terrific event for bank marketers to zero in on the latest trends in digital marketing, branding and customer engagement.
Speaker Kimberly Capps, COO of Southern Bank, perfectly captured the overall spirit of the event when she shared this quote by Jeff Yabuki: “The only thing moving faster than technology is customer expectations.”
Jul 20, 2016
Branch employees are the face and voice of your company to local communities. Engaging local branches and ensuring they use appropriately branded and compliant marketing material is a challenge that can seem insurmountable. It’s essential to achieve the right balance between empowering branches to reach local audiences with relevant messages and the clear need for oversight in order to maintain compliance and brand consistency.
May 12, 2016
Often we are approached by companies that are experiencing tremendous growth. Sometimes it’s a bank that has made an acquisition and is in the process of integrating many new bank branches into their corporation. Other times it’s a franchisor who has many new locations under construction or has several new franchisees under contract. It’s exciting to be part of a growing business; but it can also be stressful, especially for the corporate marketing department.
Tags: bank marketing, financial services, localized marketing, marketing productivity, marketing resource management, local marketing automation, franchise, scale local marketing, franchise marketing software