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In the 2015 State of Small Business Marketing report, when asked what marketing tools small businesses use, the #1 response at 61% was social media. This annual comprehensive scan of the marketing landscape in retail banking reveals financial marketers’ strategies, priorities and challenges in 2014.
2014 marks the fourth year The Financial Brand has fielded its annual “State of Marketing in Retail Banking” study, and the second that research was conducted in partnership with Aite Senior Analyst Ron Shevlin. Roughly 300 financial institutions from around the world took the annual marketing survey this year — 54% banks and 46% credit unions. Similarly, financial marketers are more concerned that their institution is taking on too many initiatives in 2014. Generally speaking, financial marketers remain comfortable with managing social media and achieving brand clarity. Survey participants were asked to rank their top three marketing priorities over the next 12-24 months. Even though financial marketers cite “loan growth” as their most important strategic goal this year, they rank “mobile banking solutions” as the most critical thing to push (69% in 2014 vs. For the second year in a row, prepaid cards came in dead last, and PFM is still not a priority for most institutions. Nearly all financial institutions use deposit growth and loan volume to gauge the effectiveness of their marketing efforts, although a surprising 7% admit they don’t use that metric. Very few financial institutions use third-party studies and ranking systems like JD Power, which is understandable because such systems usually only rate the Big Boys. When asked which marketing and media channels will be more or less important in the upcoming year, bank and credit union marketers clearly prioritize online and digital.
Over one-third of survey participants said print advertising would be less important this year. Financial marketers see billboards and outdoor advertising as the most useless media channel — 27.3% say it is not an important part of their marketing mix.
Twitter, YouTube and blogs top the list of social channels that financial marketers aren’t currently using but plan to in 2014. Join over 1,000 of the brightest minds in banking at The Financial Brand Forum 2016 — May 16-17 at the Cosmopolitan of Las Vegas — for three days jam-packed with the latest trends, biggest ideas and innovative techniques that are transforming the industry today. Acquire Millennial Customers with Photo Banking Zogby Analytics examined the mobile preferences of Millennials and found that what started with the selfie evolved to commerce and the camera is key for capturing this demographic. Social Media Examiner’s 2012 Social Media Marketing Industry Report provides insights worth studying. At a top level, Facebook, Twitter and LinkedIn continue to dominate marketers’ social media tools.
As you reassess your 2012 marketing plans, here’s how your fellow marketers anticipate modifying their social media usage. Facebook. Since Facebook consumes roughly one out of every five minutes online, marketers feel pressure to have a Facebook presence. As a marketer, while it’s useful to assess what your peers are doing in terms of social media marketing, understand that what works for them may not work within your organization or for your target audience.
Where do you plan to expand your social media usage and what’s your rationale for your initiatives? Couldn't make it to Social Media Marketing World 2016?Get all the sessions with the SMMW16 Virtual Pass.


The Actionable Marketing Guide participates in the following affiliate marketing programs to bring you great products and services. The highest priority should always be to build a list to capture visitors arriving from social or search.
Nearly 3 out of every 4 hailed from the United States, but we also saw responses from Canada (8%), Europe (7%), Australia (4%) among other countries.
Very few believe that the lack of consumer trust in the banking industry is a serious concern, and almost no one is worried about their rates and fees. The data in the table signifies the number of respondents who ranked that priority either #1, #2 or #3 on their list.
Fee-based checking accounts, savings accounts and term deposits all rose a couple spots over their 2013 rankings. If you’re like other marketers, you’re curious as to what your peers are doing with social media, what works best for them, and how to get your organization to the next level cost effectively. This is no surprise since marketers have followed their customers to these sites based on size.
At a minimum, use video to give customers a 360-degree view of your product and to show them how it’s used in the proper context. From a competitive perspective, Facebook may be viewed a necessity for many B2C businesses. Roughly seven out of ten marketers plan to expand their use of Twitter, particularly enterprise businesses and small businesses. Often considered a job hunter’s ghetto, LinkedIn has continued to expand and enhance its services since its IPO last year. Despite the fact that this survey was fielded before the big increase in attention to Pinterest, almost two out of every five marketers plan to use photo sharing in some way. Further, it’s important not to tradeoff using popular options like Facebook without building your own internal media such as a blog. Over two thirds of financial institutions increased their budgets in 2013, but only 3 in 5 are doing so in 2014. A quarter of all respondents say they maintain a blog, and an equal number claim to be using Google+. Rejecting these content rich formats because they require more time than other types of social media is a short sighted approach. The challenge for many marketers is the ability to translate Facebook likes into bottom line results, particularly when most consumers associate with businesses on Facebook to get discounts. This makes sense since Twitter is similar to a chat function and enables professionals to reach out to each other based on other engagement.
They aren’t willing to wait on the sidelines while Google and their competitors figure out how to maximize the return. This should be a no-brainer for marketers since every consumer has a camera (and often a video camera) in their mobile or smartphone, some of which, namely the iPhone 4S are very good cameras. Information marketing tools you can useInformation Marketing Tool Set UPDATE:We all use tools. B2B marketers need to assess whether their target audience is willing to engage in obviously business-related activities on Facebook.
Twitter can be useful for solopreneurs to build their position in their field by engaging with others and leading Twitter chats.


Since blogging requires continued support and content creation, this result is probably overstated.
Nearly 1 million people read The Financial Brand, and yet only 300 took this year’s survey — even though the data benefits everyone, and everyone wants to see it.
In this post, I’m going to share with you the tools that I have in my information marketing toolbox. It’s very useful for time sensitive information that reaches a smartphone savvy audience such as airport announcements. This is an area that’s highly used by solopreneurs since it also supports search optimization and sales. First, we start with the essentials.Technology tools can be like hand tools or power tools.
But if you take the survey, you’ll get a robust report analyzing the data at a deeper level than what you see here in this article, including year-over-year trends and comparisons. Yes, all of them ?? I use a lot of Google products and servicesWell, at least it feels that way.
It’s how I keep in touch, from anywhere and from any computer, even mobile devices like smart phones and tablets. I used to use Firefox extensively but made the move (almost exclusively) to Chrome about a year ago. They’re far better than GoToWebinar, Any Meeting, or Meeting Burner (though I do like this one a lot). I’ve used it on and off the past decade (or maybe 2!) and have recently returned to using it (I replaced Comodo, which grew bloated and crappy). So, all you need is one dropbox and you can access all of your important files from any device.Plus, you can share files with other people.
In my humble yet accurate opinion, this is a must-have tool.Optional ToolsThe tools and resources above are essential tools for internet marketing, in my humble opinion. It also lets you schedule social media posts far out into the future, if that’s your thing.
You can use Google, again, to create Word-like documents, as well as spreadsheets and presentations. The nice thing is, everything is saved in the cloud.You may be wondering what I use for image manipulation.
My sister-in-law used to work for Adobe, so that’s where I got all my stuff ?? However, I rarely use it.
But the ones above are what I use most frequently, and I wouldn’t think of doing business without the essential tools up top.
I used to use RoboForm years ago, but they pissed me off in some way and I turned to LP and haven’t looked back since. Nice to find your blog and I look forward to your upcoming blog posts.Mary Bill Davis saysFebruary 1, 2014 at 4:24 pm Hi Mary, thanks for the kind words! I cover everything from blogging, WordPress, and social media to content marketing and internet marketing.



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