Shift Happens: the New Age of Bank Marketing: How Changing Lifestyles and Customer Experience Are Challenging Bank Marketers

Shift Happens: the New Age of Bank Marketing: How Changing Lifestyles and Customer Experience Are Challenging Bank Marketers

by Bruce A. Clapp, Nick Vaglio

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Overview

A consumer today does not want to be considered a number within a demographic category; they have -I- expectations. They are now demanding to be communicated with as individuals. This phenomenon has created a unique set of challenges to banks and their marketers. We are the commodity of all commodity businesses. Yet, we find ourselves seeking (and needing) to target our markets, differentiate ourselves and position our institutions within certain markets.
And in the ever-changing global marketplace of today, there is a perfect storm of conditions that presents tremendous challenges for banks and their marketing professionals. These include an overwhelming need for organic growth, shifting customer lifestyles and the growing influence of a customer experience phenomenon.
Shift Happens: The New Age of Bank Marketing details the how and why bank marketers need to adapt -- to survive and prosper -- and continue to be relevant to our consumer.

Product Details

ISBN-13: 9781434890153
Publisher: CreateSpace Publishing
Publication date: 06/13/2008
Pages: 154
Product dimensions: 6.00(w) x 9.00(h) x 0.33(d)

About the Author

Bruce Clapp, a Certified Financial Marketing Professional (CFMP), is President of MarketMatch, a leading financial services consulting firm. He is a faculty member of the ABA School Bank Marketing and Management and the ABA Stonier Graduate School of Banking.

Nick Vaglio, a Certified Financial Marketing Professional (CFMP), is Vice President of Commercial Marketing for Wachovia Bank. He served as the Chair (2004-2007) of the Advisory Board for the American Bankers Association (ABA) Marketing Conference and as the 2008 Chair of the ABA National Marketing Network Council.

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