What are today's trends in bank marketing? How does your bank compare to competitors when it comes to advertising expenditures? Are you getting sufficient return on your marketing dollars? Is your bank being promoted as effectively as possible?
The ABA Bank Marketing Survey Report explores in detailed charts and analytical text such significant topics as Internet marketing, cross-selling and sales incentives, direct marketing, ad agency use, allocating marketing expenditures to advertising, public relations and sale promotions, and using successful strategies against the competition. Gain insights into these and the other significant issues that are transforming today's bank marketing scene and reshaping the way top bank executives view marketing's role in their strategic planning. Some of the survey's findings include:
- Bank marketers list their top 3 primary marketing goals in 2010 to be: Expansion of existing relationships, followed by customer retention, and increasing brand awareness/brand equity.
- Advertising, including direct marketing, accounted for 52 percent of total bank marketing expenditures and, by its share, was the most widely used promotional tool in the banking industry. Consistent with previous findings, one-fourth of advertising money, the highest percentage, went to newspaper ads.
- The vast majority of banks (80 percent) used Internet marketing in 2009. More than half of participants placed banner ads on other websites (65 percent) or links to community sites (56 percent) and nearly half used search engine marketing or optimization (48 percent) and sponsorships (47 percent).
CEOs, senior marketing executives and other senior bank executives, marketing managers and communications directors—in fact, all those involved in promoting your bank's brand and products, and planning its future profitability—should read this report. You will not want to miss this unique opportunity to compare your policies, practices and performance with those of your peers.
|Survey Participants Only SPECIAL SAVINGS|
$ 400 Non-Member Survey Participant
$ 200 ABA/ABAMN Member Survey
$ 800 List Price
$ 400 ABA/ABAMN Member Discount
Published: December 2010; Spiral-bound, 126 pp.