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Bank Marketing Survey Report 2008

Gain valuable insights into the issues shaping the bank marketing scene.

To stand out in today's market, you need to be competitive and know where you stand among your peers. The 2008 ABA Bank Marketing Survey Report provides comprehensive, detailed benchmarks in key areas such as expenditures, marketing functions, market segmentation strategies, cross-selling/sales incentives, direct marketing, Internet marketing, and advertising agency use.

Survey Highlights:

  • In 2007, non-salary marketing expenditures per bank averaged from $23,100 at surveyed banks with less than $50 million in assets to $10,587,200 at banks with $5 billion to $29.9 billion in assets. The overall marketing expenditures, next year's budgets, and their components were typically a function of bank size.  Generally, larger banks spent and planned to spend more to support marketing activities than smaller institutions.

  • Economic conditions appeared to affect marketing spending of smaller banks to a greater extent than that of larger banks. Banks with less than $100 million in assets, for example, showed a significant decline in spending marketing dollars both in absolute value and as a percentage of assets compared with 2005.

  • Advertising, which includes direct marketing, was by far the most widely-used promotional tool among banks. Advertising accounted for more than half of total marketing expenses (57.9%).

  • In 2007, most participating banks (70.4%), including all banks with $5 billion to $29.9 billion in assets, used an advertising agency to develop marketing strategy and tactics, conduct advertising and media research, and to do media placements.

With multiple tables and analysis covering a range of topics, the 2008 Bank Marketing Survey Report is a great source to compare your strategies, practices and performance with those of your peers. This report is a must-read for CEOs, marketing executives, communication directors and other executives involved in promoting your bank's brand and products, and planning its future profitability.

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Survey Participants Only SPECIAL SAVINGS

Catalog #3005063
$ 400  Non-Member Survey Participant
$ 200  ABA/ABAMN Member Survey

Catalog# 3005100
$ 800  List Price
$ 400  ABA/ABAMN Member Discount


Published: October 2008; Spiral-bound, 150 pp.


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