Proven best practices for financial services marketing -- and good instincts -- are still available to brands as they respond to challenges related to COVID-19. The Financial Brand article by Marous has some great suggestions for how to put them to use, and we've organized them into a few basic principles to guide the required shift in your marketing campaigns moving forward.
How do you know when you’re “ready” for a rebrand? For Citizens Bank, it was when their customer data told them so. We take a look at how “Made Ready” targets a new kind of customer journey and builds emotional affinity for the brand.
Creative financial education campaigns like this not only show that FIs can push beyond what they’d consider traditional marketing but also make a good case for it being necessary in order to cut through the noise and get consumers engaged with the brand.
Many financial institutions can speak to their EMOB initiatives, but seldom are we able to get our hands on formalized plans that we can review and use to inform our recommendations. Why? Because more often than not, formalized EMOB plans don’t exist.
If you imagine a strategy for 2019 that hits the trifecta -- it builds relationships, it provides customers with clear value *and* it offers measurable ROI -- there’s a good chance that winning strategy is a content marketing strategy.
Targeting the 65+ audience requires an integrated, diverse media approach. Use results from Media Logic’s 2018 Media Habits Study to optimize channel selection and reach current and potential customers effectively.
Many financial institutions invest in ongoing marketing campaigns that target cardholders who are simply carrying the wrong credit card. We explain how this happens and how to fix it, including tactics that increase spend, share of wallet and customer satisfaction.
Although the unique features of the Regions Now Card may appeal to Millennials, the prepaid card's marketing misses that opportunity and leads with its more common benefits instead.
Among the options available to digital marketers are two very similarly named tactics: retargeting and remarketing. In practice, some treat them as if they are the same, but they are probably more different than alike.
We advocate for marketing that builds rapport, not through parroting the vocabulary, but by engaging in a way that’s authentic to the brand and helpful/relevant to the Millennial consumer.