The year in bank marketing

As chief member engagement officer of the American Bankers Association, Jim Edrington works with banks of every size—all across the nation—to help them better serve their customers and communities. We’ll be checking in with him periodically to get his perspective on trends, developments, and the noteworthy things he’s seeing out in the field. We asked him for the bank marketing highlights of 2017. Here’s what he had to say:

Marketers love to look forward, to get ready for the next big thing. And that’s exactly as it should be. As the year winds down, though, it’s a good time to look back at how bank marketing has changed over the past 12 months.

Because—especially for bank marketers—the challenge has often been not so much about getting ahead as it is about catching up to what’s happening in the rest of the world of commerce.

We have a number of superstars at banks of all sizes. And we’ve made it our business to showcase their work, not just so that other bank marketers can benefit from the lessons learned, but so that ultimately the entire industry can shine a little brighter in the eyes of the consumer. Hopefully, you’ve seen plenty of examples of these success stories at our schools, our conferences, and here on ABA Bank Marketing.

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