CU Input Sought Into Survey Of Online Marketing Efforts

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Credit union executives are being invited to identify and share online marketing practices and trends in a research project now under way.

CUNA Mutual Group, CUNA, the CUNA Technology Council and the CUNA Marketing and Business Development Council are collaborating on the research project with the University of Wisconsin-Madison E-Business Consortium (UWEBC). Invitations to participate have been sent this week to members of the two councils, and to 800 randomly-selected credit union CEOs from across the country.

"The Internet is presenting exciting new marketing opportunities and very real challenges for credit unions across the country," said Alfonso Gutierrez, UWEBC associate director for research and education. "We encourage credit unions' participation to help shape this important project."

Participants will be given early online access to the results along with focus group research and case studies to be conducted in conjunction with the project. Hard copy results will be released in February, at CUNA's 2005 Governmental Affairs Conference in Washington, D.C.

Among the issues to be addressed in the survey are: What kinds of online marketing tactics and practices does your credit union use? What are the biggest inhibitors to your members adopting online banking? How do your members who bank online compare to "offline only" members? What incentives do you offer to encourage your members to use your online banking products and services? What are the most significant online marketing challenges you expect to face in the next two years?

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For more information on providing input into the new reserach project, contact Alfonso Gutierrez at alfonso engr.wis.edu.

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