Banking Strategies Podcast

Maximizing digital marketing ROI: A deep dive into acquisition, retention and attribution strategies

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In today's fiercely competitive environment, marketers are feeling the pressure to drive engagement, strengthen loyalty, and achieve deposit growth.

Robert Ropars from Vericast joins us to share his perspective on how financial institutions can drive customer acquisition, increase retention and develop attribution strategies in the digital marketing space.

A few takeaways from the conversation:

  • On their own, many digital marketing channels and solutions work well to drive brand awareness engagement, and the tactics are evolving. Digital out-of-home in particular changes the targeting tactics from a one-to-one focus to a more one-to-many scenario. Further, combining direct mail along with digital to create an omnichannel approach can provide consistent, efficient and cost-effective results that help to drive deposits with a higher response rate typically than either channel alone.
  • However, budgets can be tight, so finding ways to maximize dollars is a key consideration for most marketing departments. That requires strategic decisions based on current tactical approaches.
  • There are a multitude of ways to measure campaign ROI including the more traditional tactics such as integrating QR codes into ads, utilizing vanity URLs and trackable phone numbers, as well as foot traffic studies. As technology improves and, taking privacy into consideration, there's going to be an evolution and growth in campaign measurement.


Robert Ropars
Senior Account Executive of Digital

Holly Hughes

Holly Hughes

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