Study: Banks lag in digital marketing, customer engagement

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Palo Alto, Calif.—Only 19% of bank marketers believe they are doing a good job of leveraging the timeliness and value of digital media in their customer engagement programs, according to a new study by the Chief Marketing Officer Council. Further, according to the CMO Council's “Delivering Positive Impressions During Marketing Depressions,” only 49% of bank marketers have formal strategies and contingency programs for handling customer concerns and increased information demands during times of financial market disruption. Among other findings, 82% expect to increase their use of new channels of content delivery, community, conversation and interaction in 2012. The study was based on an online survey of 120 bank marketers in the third quarter.
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