The growing number of consumers using digital financial services makes digital marketing a crucial function, says Peter Platt, president of Accountable Digital.
Consider that 60% of U.S. adults use digital banking including 56% of baby boomers, 66% of consumers choose digital as their primary access mechanism, and 22% of consumers use a branch less than once a year, says Platt, who addressed the 2018 CUNA Marketing & Business Development Council Conference Monday in San Francisco.
“Half of all financial transactions are coming on mobile now,” he says. “If consumers are doing a search, they’re not using your app but your website.”
Platt advises credit unions to use these digital strategies to reach current and potential members:
“Understand your audience’s digital use and desire, and amplify the credit union experience in your message,” he says. “Build a solid tracking platform looking at both online and offline efforts, and review the results. Digital isn’t a ‘set it and forget it’ activity.”
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