Top 10 Financial Services Marketing Posts for 2013
The Financial Services Team at Media Logic has been producing content on financial services marketing for more than a year, and it’s wonderful to see it taking hold with our audience. What’s been most popular with our readers in 2013? Our “Top 10” covers everything from targeting the affluent demographic to analyzing direct mail, from covering social media use by financial institutions to monitoring credit card marketing:
1.
Discover’s Direct Mail Campaign Brings Fresh Positioning to Credit Card
In addition to a generous above-the-line marketing effort for the “Discover it” launch, Discover has not only shifted its direct mail volume to promote the new product, but also tested fresh, new positioning.
2.
Does Merrill Edge’s “Face Retirement” Connect with the Right Consumer?
Is an aged photo of yourself intriguing? Or is it alarming? Your response may determine if you stick around online and investigate Merrill Edge retirement savings or if you run screaming for the nearest exit. Merrill Edge’s “Face Retirement” tool relies on the first response, and it has Stanford-based research to back it up… but the concept may be best suited for marketing channels with extreme targeting capabilities – direct mail and email versus the Web, for example.
3.
5 Trends in Affluent Bank Marketing
Based on observations of marketing communications over a 3-month period, here’s what experienced financial institutions are doing to target mass affluent and private bank prospects and customers.
4.
How 13 Banks and Credit Unions Handle Community Guidelines on Facebook
Every Page on Facebook should publish community guidelines. These “rules of the road” put financial institutions and brands in charge of tone and content. Since an organization’s Timeline in its entirety (including comments and “posts by others”) affects both branding and the customer experience, this must be a priority.
5.
Will Merchant-Funded Offers Trump Generic Deal Sites and Apps?
For financial services companies, evolving technologies not only help them improve their own rewards programs but also position them as potential competitors to leaders in the deals space… even versus the big guys, like Groupon.
6.
Capital One Promotes Mobile App with #WhileBanking Campaign
A mock Twitter feed, labeled “Latest Submissions,” showcases consumers’ “favorite mid-mobile banking activities,” including “bathing my cat,” “running from a horde of zombies” and “waiting in line for a burrito.” We’re interested to see how the spots that incorporate user ideas will round out the #whilebanking campaign. As it stands now, it lacks authenticity… something critical when demonstrating a product claim. Here some suggestions for pushing this marketing effort, and others like it, to the next level.
7.
Amex’s “Member Since” Legacy Goes Social
There are many ways banks and credit unions can put Facebook apps to work (see #9 below), and we really love a new small – but mighty – one from American Express.
8.
Watch Visa “Go” with Integrated Social Media
At first, the length of a Vine may seem limiting. What can you say in six seconds? Then along comes Visa to remind us that in a social media world, you can say a lot in six seconds. In fact, Visa has built an entire integrated campaign around it.
9.
10 Practical Ways Banks and Credit Unions Can Put Facebook Apps to Work
How are banks and credit unions customizing Facebook apps? Most commonly, financial services institutions use Facebook apps for branch and ATM finders, contact forms and promotions/contests. However, a number of financial services institutions are getting creative with their apps, and we’ve pulled together some inspiration for you. Here are 10 practical ways banks and credit unions can put Facebook apps to work.
10. (A tie!)
Black Card: Is it the New Black?
Since the current campaign touts “the new Visa® Black Card,” we were curious to see how Barclays has updated the product.
The Importance of Social at Chase
By relocating its social service team into a new high-profile and high-tech location at the Columbus McCoy Center, Chase highlights the need for social media efforts to be integrated and assimilated into corporate initiatives.
