KEYNOTE ADDRESS: IT'S THE PRODUCT, STUPID

Traditional marketing operated in the pre-digital world, where the goal was to get as much customer mindshare as possible. Today, customers tune out traditional advertising messages. They would rather hear it from authentic sources, like family and friends, or from online reviews. If your product stinks, that will be the message. As traditional media ROI drops, banks and FIs will increasingly struggle. Tarnished bank brands won't help either. Key concepts:

- Start with the product

- Actually talk to customers

- Customer service is your best marketing channel