Here’s today’s reality: everything we had known about marketing in a financial institution is in doubt and in fact much of it no longer works.
That’s a shocker. Many executives continue to try to market as it was done in, say, 1995, 20 years ago. But something big has changed in those 20 years: The Internet’s World Wide Web came along.
So did smartphones.
So has a new, young generation, the Millennials, who have started coming into their time of wealth.
Add this up and what financial marketers face is a new world of marketing—and they also have the opportunity to present consumers with what amounts to an exceptional user experience that will keep these users coming back.
That’s the goal: creating an exceptional user experience.
Less won’t do. Not anymore.
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