How Bank Marketing Must Adapt to Modern Lending Consumers

Marketing dynamics have evolved significantly over the past few decades. Previously, various bank marketing strategies were solely implemented to create brand awareness. But now marketing involves providing a value proposition, being relatable, and generating trackable revenue. 

Marketing Strategies for Banks and Financial Institutions

Marketing strategies have changed because consumer behavior has changed. The processes customers currently use to explore products and services have become increasingly digital, so brands have no choice but to adapt their marketing strategies to connect with customer expectations. digital marketing and bank marketing strategies are

The same applies to bank marketing. The strategies for bank marketing need to evolve to meet the needs of modern and advanced lending consumers. Otherwise, they will lose out to high competition from other lending organizations. 

If you’re involved in a financial organization that deals with credit risk or fraud management, keep reading to learn how to adapt your digital marketing strategies to best fit the modern lending consumer. 

Reasons Behind The Changed Consumer Behavior

Before you implement a new and well-adopted bank marketing strategy, it may help to know why the needs of consumers have shifted in recent years. Both new customers and existing customers are looking for businesses that see them as an individual, and not a dollar amount. This applies to local banks, credit unions, alternative lenders, global financial institutions, and more. Customer loyalty is deeply tied to customer experience, and with a flooded competitor market, potential customers have more incentive than ever to jump ship for a better opportunity.

Digital Connectivity

There’s no doubt that digital services provide consumers with more options and convenience. According to a report from DataReportal, nearly 6 in 10 people who use the internet ages 16 to 64 buy something online every week.

With digital connectivity ensuring products and services are just a click away, many companies are adapting to digital channels to offer experiences to the maximum amount of people. Banks and other financial companies should follow the same strategy in order to engage as many lending consumers as possible. This translates to a digital marketing strategy needing to center around the online customer journey and functionality of their banking services.

Covid-19 Pandemic 

The Covid-19 pandemic has drastically changed our behaviors, from what we consume to where we travel to how we spend our money. It’s even encouraged older generations to become more digitally savvy. 

According to a report from BBC, more than nine million people in 2020 were forced to borrow or lend funds from various institutions to cope with their daily needs. If this trend continues, lending institutions will need to help more people as economic recovery still continues to progress in waves.

A Fall in Brand Loyalty

With so many options available to consumers, brand loyalty is hard to come by. If they don’t agree with a brand’s practices, values, or business focus, they may have no problem taking their accounts elsewhere.

This creates a big challenge for banks and fintech organizations, as customer retention has become increasingly complicated. To overcome this problem, financial institutions need to build a marketing strategy that promotes their services and products directly to the customer where they live — online. In creating a holistic brand presence, banks and other institutions need to be mindful of how content marketing, search engines, websites, and other marketing components will interact positively with their target market.

The Increased Desire for Clear Value and Accessibility

Customers demand the exact value from a product, and that goes for lending services from a fintech or comparable financial institution too. When it comes to banking, a modern customer’s needs are precise, and they expect most things to be quick and accessible. 

To attract a consumer today, you may have to promote your product through a clear message and place emphasis on the value it can add to their lives. There is no place for vague statements or over-the-top promises in marketing these days. Customers see through the hyperbole, and they demand transparency.

Similarly, today’s consumers appreciate when the benefits and downsides of a lending plan are presented to them in a clear, succinct way. They want to know how a product or service will make their lives easier or if it will present any roadblocks along the way so they can make a final decision. 

That’s why bank marketing strategy needs to adapt to the modern portfolio of lenders, so they can create a real connection with their target audience. But how can this goal be achieved?

Bank Marketing Plans & Strategies

Here are a few bank marketers’ tips that can be implemented:

  1. Digital marketing for banking can help financial institutions explore new customers and retain older ones. Advertising done through social media platforms, email, or search engine optimization (SEO) is more powerful than traditional marketing materials such as billboards or magazine print ads.
  2. Digital marketing is the current most effective way to grab the attention of the maximum number of consumers in a short time. Therefore, marketing budgets need to take this into account and be allocated funds that enable teams to create innovative deliverables or hire third-party vendors that can enable their strategy to outachieve the competition and their shared market reception.
  3. By offering relatable lending plans, lending institutions can create a reasonable fan base within a short time. People look for financial programs that can meet their current needs and wants, and financial institutions can become successful by providing them just that. Banks can benefit from advertising these plans on various online platforms so that young lenders get all the awareness they want to make a decision.
  4. Additionally, consumers like institutions that provide quick approvals on loans. Gone are the days when customers had the patience to wait for six months to a year before they were granted funds. If you want your organization to survive, be sure to offer quick service and communicate every step of the way through email or SMS messaging, so they know what’s happening during the loan process.
  5. When dealing with customers, ensure that your representative caters to many touchpoints. For instance, they should make every message clear and focus on providing an excellent customer experience. 

How GDS Link Can Improve Your Holistic Marketing Efforts 

To cater to modern consumers, lending institutions should adapt to new bank marketing policies to attract the right customers. This is achievable with the help of GDS Link.

Whether you’re a fintech organization or a similar lending service, GDS Link can significantly help you improve your bank marketing efforts. In addition, the company offers advisory services, analytics support, and various software solutions to generate growth in lending. 

GDS Link combines artificial intelligence with fraud and credit risk to curate solutions that users like you can implement in their organizations. So whether you require a plan to enhance your marketing strategies or need assistance in your collection efforts, GDS Link provides solutions to fit your unique needs.


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