FOCUS Consumers make decisions about brands after online research. Digital media should be a part of CU strategic and business development plans. Smaller marketing budgets are moving more CUs to digital channels.

The recession is shrinking a lot of things, including many credit union marketing budgets. In an attempt to use their precious marketing dollars more efficiently and to reach younger potential members, credit union marketers are embracing the digital world.

It’s the world where your members and potential members live. It’s where they do research on financial products and services and where they quickly tell family, friends, and colleagues about their findings.

About 65% of consumers report having had a digital experience that influenced their opinion about a brand, according to a survey by Razorfish. In addition:

• 64% report making a first purchase from a brand because of a digital experience;
• 97% report having searched for a brand online;
• 70% have read a corporate blog;
• 67% have watched a commercial or video advertisement on YouTube;
• 65% have played a branded, browser-based game like Got Milk’s “Get the Glass”; and
• 73% have posted a product or brand review on a website like Amazon, Yelp, Facebook, or Twitter.