MADISON, Wis. (1/9/14)--This year's marketing forecast is closely tied to mobile and social media--areas considered essential for today's credit union marketers but also remain elusive as core marketing tools. Experts also say 2014 will require time-tested values and messaging, strategies credit unions have built their reputations on. Marketing success will likely depend on a blend of both, with strategy driven by consumer expectations, experts said.
"I see a lot of buzzy trends that get more noise than maybe they are due," Jeffry Pilcher, publisher of the online marketing publication The Financial Brand, told News Now. "Sometimes what flies under the radar is what accounts for the changes that take place."
Among the trends that will shape marketing in 2014:
Increasingly that content is video. "It really adds emotion to your marketing," Arnold said, adding that at the same time, credit unions have to be on point with their message. "Consumers are consuming more information but they are digesting information in smaller bites. He suggested credit unions conduct a marketing audit. "We audit everything in credit unions. We audit loans and teller drawers, but we hardly ever audit marketing. It's a practical way to find where you can cut copy and hone your message."