Digital marketing

A technique first used to sell flowers and gifts has evolved into one of the financial service industry's most effective digital tools for acquiring customers and selling products and services.

Third-party cookies will essentially disappear as a tracking tool on the internet by the end of 2024. Marketing to customers using first-party data may be a better tactic regardless.

The Consumer Financial Protection Bureau provided guidance about digital intermediaries and lead generators that accept payments to steer borrowers to financial products.

The $4.4 billion-asset institution's 30-second commercial on Sunday sought to promote the idea of financial wellness as integral to "not-for-profit" banking and boost new member growth.

The online brokerage sees its popular talking babies ads as a way to get tens of millions of viewers to think about how they might put their money to better use.

Only a few dozen mortgage firms could likely afford the $7 million ad for this year's big game, a marketing veteran said.

Younger customers want personalized engagement, including in their music playlists, experts said at American Banker's recent Digital Banking conference.

The agency issued an interpretive rule earlier this month that said digital marketers must comply with federal consumer financial protection law. Banks will need to double down on compliance when engaging with these companies.

Websites such as Credit Karma and LendingTree, which work closely with financial institutions, have had to rethink their strategies to bounce back from the pandemic.

The Massachusetts bank used data analytics to improve onboarding, cross-sell more effectively and prevent attrition.

First National Bank of Omaha, FNB Community Bank and Community Spirit Bank are among institutions turning to Instagram for marketing.

The bank is working with a tech company to personalize customer communications using proprietary data. It's an alternative to cookies, which are becoming less viable as data privacy laws become stricter.

An industry expert shares key takeaways on how institutions can implement sophisticated technologies to attract a younger generation of customers.

Lincoln Parks at Heritage Bank in Georgia built from scratch its social media following, a digital-only way to open accounts and (in 48 hours) a Paycheck Protection Program lending system. For these and other efforts, Parks is a runner-up for American Banker’s Digital Banker of the Year.

The regional bank wanted to make more timely and relevant offers to its customers, especially in the realm of online and mobile banking. It worked with several vendors on a system to analyze customers’ activity and push out personalized recommendations.

Other banks soured on their AR experiments, but Ally Financial says the technology has yielded higher-balance deposit accounts — and heavier social media engagement — in marketing campaigns.

The Massachusetts community bank, which rebranded last summer, landed on affiliate marketing as one cost-effective way of attracting choice customers to its business checking and crypto banking capabilities.

After years of lagging other industries, financial services marketers are finally ramping up their digital investments. But this new spending must be aligned with smart strategies and urgency.