Reaching out to consumers is a cornerstone of marketing, but the ways in which we achieve that have changed over time. With digital platforms becoming one of the main delivery mechanisms for distributing all kinds of marketing alongside broadcast and print, ensuring your messaging reaches your audience has gotten easier. However, it can be tricky to coordinate that messaging across all of these platforms. Each can serve its purpose and that is why proper integrated marketing is so important to get right.
As we now live in an age where technology and social media are a part of our everyday lives, using it creative ways that engage your intended audience that are also fun is a good way to bring attention to your bank or credit union. One avenue financial institutions have tried is gamification. As an example, back in 2016 at the height of the Pokémon Go craze, Verity Credit Union in Seattle let their members know on social media that there were wild Pokémon at their branches and players, mainly millennials, visited those locations. It was a simple way to reach a younger demographic and generate interest in their business.
Another example is creating custom audiences. They can be used to reach out to those who have taken certain actions on your various digital platforms. In one particular case from WebStrategies, they used this technique to create a Facebook campaign that specifically reached out to auto lenders, and it generated three successful applications from a list of 5,000 credit unions members for a cost of under $450.
Of course, more traditional marketing methods can’t be counted out either. Surprisingly, direct mail has been proven to be very effective in terms of marketing to millennials. In fact, according to a 2018 article from Hydrate Marketing, 90% of millennials said they preferred direct mail when receiving promotional items over email. Not only do they find direct mail reliable, they still value communication that doesn’t involve technology.
No matter what platforms you decide to use, having a clear understanding of your brand, planning your message and cadence and how you will deliver that message are the most important things to remember when creating an integrated marketing strategy. As a service that focuses on digital platforms, the Loan Lead Generator can be a part of your integrated marketing strategy!
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