Building a dynamite digital brand

In today’s digital world, conventional wisdom decrees that your credit union has a very short time to make a great first impression.

In the pre-digital transformation era, marketers had about seven seconds to make an impression on consumers. According to a Princeton psychological study, impressions are now made in as little as a tenth of a second, notes James Robert Lay, president of Digital Growth Institute, Houston, Texas—though he believes two to three seconds is a more realistic timeframe to capture someone’s attention.

“While a credit union’s website provides a slightly longer exposure opportunity compared to other forms of digital advertising, marketers are still competing for the consumer’s attention in just a moment,” adds Lay. Sound daunting? “Outstanding imagery gives a faster impression, up to 60,000 times faster than the written word.”

“This imagery might represent managing money, beating inflation, getting out of debt, protecting loved ones or saving time and money.”

Lays says that because these timeframes have shortened so dramatically, it’s critical to consider the needs of your audience and design your digital strategy accordingly. “Is the user a current member? A potential member? Then focus on the needs of this individual. This requires looking at qualitative studies for your credit union and finding out what your audience is doing at a macro level. Discover why they feel the way they do.


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