ABA survey: Three trends driving change in bank marketing

A recent American Bankers Association survey of bank marketing leaders reveals several important organizational shifts are underway within bank marketing departments.

First, it’s clear that banking is following in the footsteps of other industries in terms of broadening its marketing focus from its historical brand communications origins to also include data and technology-driven campaigns to drive revenue. And the role marketing is playing is shifting to accommodate this focus on performance.

Second, most marketers are relying on a cadre of specialized outside resources to augment their internal resources and ‘supercharge’ their efforts.

And third, the vast majority of organizations have centralized their marketing functions.

You can click here to read the results and summary of the survey on the ABA Banking Journal.