As the global financial crisis and U.S. credit rating downgrade takes grip, banks of all sizes are challenged to leverage and activate custom media channels to reassure, engage, inform, advise, and notify customers, stakeholders and investors. Quick response to ever-changing conditions and market gyrations requires nimble content provisioning and adept use of digital media channels for rapid versioning, content personalization, as well as customization relative to audience types and levels of sophistication.
This may be less daunting for those banks with custom media properties, content-rich web sites, and established customer linkages and connections through social media, online communities and email communications systems. However, many may have to scramble to develop timely, relevant andinformation-rich content that addresses new issues, complexities, concerns and complications in banking relationships among large enterprise, SMB and consumer customers. While others will be struggling to create and deliver critical content in new formats, eMedia types and delivery channels, such as mobile,web, and point-of-service signage systems. These embrace eMagazines, mobilemessaging, email, web postings, podcasts, mobile video, IP-TV programming, webinars, on-demand webcasts, and HumanKiosks at branch office locations.
How well are banks delivering positive impressions during market recessions? To what degree are they reassuring customers and managing messages, conversations and communications around economic trials and business performance tribulations? The CMO Council tapped its extensive membership base in financial services, as well as members of the ABA’s marketing network and other affiliated groups in North America.