← Back

What is the State of Financial Marketing Today?

By Stefan Finsinger
from Quality Financial Media
19 March 2017
Banks and credit unions who participate in the 6th annual 'State of Financial Marketing' survey will receive a free copy of the final 56-page Digital Banking Report ($395 value).

Read more at https://thefinancialbrand.com/64246/state-financial-marketing-survey-2017/

Highlights from the 2016 report were:

National and regional banks placed increasing adoption of digital channels as the second highest “top three” priority (62%), while this was one of the lowest priorities for smaller banks (44%) and credit unions (48%).

National and regional banks had the desire to improve analytics capabilities as their third highest “top three” priority (47%). The emphasis on advanced analytics completely overshadowed the level of emphasis indicated by both community banks and credit unions (8% ranked this as a “top three priority).

Community banks placed a much heavier emphasis on building business relationships in 2016 than larger banks or credit unions. (this was consistent with 2015)

Community banks doubled their emphasis on expanding markets in 2016 vs. 2015. (23% rated as a “top three” priority in 2016 vs. 12% in 2015)

Credit unions continued to emphasize the acquisition of a younger member base compared to banks.

Credit unions indicated a higher “top three” emphasis on acquiring new members overall compared to 2015. (55% in 2016 vs. 44% in 2015)