Palo Alto, Calif.—Financial marketers are coming to grips with a greater need for understanding data, digital marketing, segmentation and responsiveness, according to a new report from the Chief Marketing Officer Council.
According to the study, “What's Critical in the Global Bank Vertical,”
67% of bank marketers say their No. 1 concern is striving to better segment, profile and address current and future market needs. Conforming to new regulations (62%) as well as creating a more customercentric culture with both back- and front-ends fully aligned (55%) are also key goals.
Among major factors affecting these objectives are ever tightening marketing budgets, cited by 45% of marketers, followed by a need to shift to digital platforms (40%) and embracing data analytics (36%).
The CMO Council study of 126 bank marketers was conducted online in August and September.