utah.bank 28 How many financial institutions consider their brand to be a multi-sensory, personal experience, and not a service? Not many, perhaps. Considered too bougie for financial services? Maybe. But more institutions should. Apple® does. Amazon® and Netflix® do, as well. It’s hard to argue with their ability to make consumers feel like they’re part of a seamless, connected, multitouch brand experience that speaks more clearly to their wants and needs than anyone else. It’s not because they have more money to spend. Good strategy isn’t expensive. It’s because they’ve embraced a holistic multichannel marketing strategy that’s only real price is the boss’s buy-in. It doesn’t happen by accident, of course. Cohesive multichannel communications share a common look, feel and language. The look, feel and language of your brand. The strength and simplicity of this strategy is so often, and surprisingly, overlooked. The key is turning random, sporadic communications into continuous, consistent, seamless interactions that, over time, create a feeling of connection, acceptance, inclusion and loyalty that form the basis for new and ongoing consumer relationships. Silos are the enemy of marketing budgets. Siloed marketing is isolated, disconnected or an incomplete integration of multiple marketing channels. The reason siloed marketing is a widespread problem among financial institutions is because it underperforms just enough to go unnoticed. Silos fly under the radar, because they’re comfortable. But, being a little uncomfortable is important. Particularly, in marketing. It creates change for the better. Ever notice how words that begin with multi are usually good for you? Multigrain. Multimedia. Multivitamin. Multipurpose. Multichannel is no different. But in the area of marketing, somehow, somewhere along the way, multichannel got a bad rap for being complicated, hard to manage, disjointed. And it’s totally not that at all. / UNLEASH YOUR INNER MARKETING GENIUS WITH THIS THREE-STEP MULTICHANNEL MARKETING STRATEGY ARTICLE By Jeff Hassemer Senior Vice President, Corporate Marketing Vericast Imagine an oil well that produced a thousand gallons a day. And through a few simple adjustments, you could triple the production. Coordinated multichannel marketing is just like that. How many financial institutions consider their brand to be a multisensory, personal experience, and not a service? Not many, perhaps. Considered to bougie for financial services? Maybe. But more institutions should. Apple® does. Amazon® and Netflix® do, as well. It’s hard to argue with their ability to make consumers feel like they’re part of a seamless, connected, multitouch brand experience that speaks more clearly to their wants and needs than anyone else. It’s not because they have more money to spend. Good strategy isn’t expensive. It’s because they’ve embraced a holistic multichannel marketing strategy that’s only real price is the boss’s buy-in. It doesn’t happen by accident, of course. Cohesive multichannel communications share a common look, feel and language. The look, feel and language of your brand. The strength and simplicity of this strategy is so often, and surprisingly, overlooked. The key is turning random, sporadic communications into continuous, consistent, seamless interactions that, over time, creat a feeling of connection, acc ptanc , inclusion and loyalty that f rm the basis for new and ongoing consumer relationships. Silos are the enemy of marketing budgets. Siloed marketing is isolated, disconnect d o an incomplete integration of multiple marketing channels. The reason siloed marketing is a widespread problem among financial institutions is because it underperforms just enough to go unnoticed. Silos f l ’re comfortable. But, being a little uncomfortable is important. Particularly, in marketing. It creates change for the better. Ever notice how words that begin with multi are usually good for you? Multigrain. Multimedia. Multivitamin. Multipurpose. Multichannel is no different. But in the area of marketing, somehow, somewhere along the way, multichannel got a bad rap for being complicated, hard to manag , disjointed. And it’s totally ot that at all. By Jeff Hassemer Senior Vice President, Corporate Marketing Vericast
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