The 2019 State of Digital Growth Survey



Your Information

What's your name?*
Where do you work?*

Please note this survey is designed only for those that work at a bank and credit union.

What is your role?*
How many assets do you have?*

Value Proposition

Market Position & Digital Experience

In your opinion, how does your financial institution generally compare to your competitors?*
In your opinion, how does your financial institution's digital experience compare to your competitors?*

Digital Marketing Strategy & Budget

How is your 2019 marketing plan structured?*
Please rank the following digital marketing goals in order of importance, where 1 is "Most Important" and 5 is "Least Important."*
Please rank the following digital marketing goals in order of importance, where 1 is "Most Important" and 5 is "Least Important."
  1 - Most Important 2 3 4 5 - Least Important
Increase website traffic.
Acquire marketing qualified leads.
Nurture and convert sales qualified leads.
Increase product adoption/share of wallet.
Generate digital referrals.
What statement best describes your 2019 marketing budget?*
Approximately, what percentage of your overall marketing budget do you have allocated for digital marketing expenditures in 2019?*
This is not just for digital advertising costs. This should include the planning, production, distribution, and optimization of all digital marketing initiatives

Consumer Personas

How many consumer personas have you created to date?*
How does your organization use these consumer personas internally?*
How does your organization currently segment your current account holders when planning your digital marketing campaigns?*

Product Positioning

Do you currently have rotating banner ads on your homepage?*
Do you have the ability to personalize content (promotions, images, calls to action, etc.) on your website?*
What types of content do you use on your key product pages?*

Staffing & Processes

Rank your marketing team’s skill level on each of the following digital marketing topics.*
Rank your marketing team’s skill level on each of the following digital marketing topics.
  Limited Basic Intermediate Advanced Expert
Digital marketing strategy and planning
Mapping consumer journeys
Optimizing the user experience
Content marketing
Digital advertising
Search engine optimization
Rank your marketing team’s skill level on each of the following digital marketing topics. (Continued)
  Limited Basic Intermediate Advanced Expert
Email marketing
Marketing automation
Social media marketing
Video production
Reporting and analytics
Do you have a dedicated digital sales department to manage and follow up with digital leads?*
Do you currently have a documented process, including using a CRM, to follow up with digital leads?*

Consumer Journeys

Have you documented digital consumer journeys for specific products?*
What product lines have you documented consumer journeys for?
Do you currently have a process to follow up with abandoned online applications?*
Please select the applicable touchpoints your organization uses to follow up with abandoned loan applications during the specific time period.*
Please select the applicable touchpoints your organization uses to follow up with abandoned loan applications during the specific time period.
  Automated email Manual email Outbound call
Within 24 hours of abandonment
Between 24 and 48 hours of abandoment
After 48 hours of abandonment
Do you currently have an onboarding process for each major product line?*
Please describe your typical onboarding process.*
Do you currently use landing pages with lead generation forms for marketing campaigns?*
In what ways are you using landing pages to capture lead information?*

Technology Platforms

What marketing technologies do you currently have?*
Who is your current marketing automation platform?*
What activities are you using your marketing automation platform for?*

Content Production

Do you currently have a documented content marketing plan, including SEO, production, distribution, and optimization strategy?*
How are you currently producing your content assets?*
What types of content do you currently produce at your organization?*
What is the frequency for publishing content on your blog?*

Distribution Channels

What distribution channels do you currently use at your organization?*
Approximately, when was your current website developed?*
Which best describes the process you used for your most recent website's content production?*
What was the approximate budget to build your website?*
What is the approximate yearly budget designated specifically for ongoing website optimization and maintenance?*
Are you currently optimizing your website?*
How frequently are you optimizing your website?*
What data are you using to plan your website optimization sprints?*
Do you performing ongoing quantitative and qualitative user testing on your website?
What percent of current account holder emails have you acquired?*

Key Performance Metrics

Do you utilize UTMs or pixel tracking?*
What device does the majority of your website traffic come from?*
Do you have Goals created within your Google Analytics account?*
What conversions, if any, are you currently tracking in your different digital channels?*
Do you perform monthly ROI analysis to understand the performance of your different digital marketing expenditures?*
What digital channel are you receiving the greatest ROI from?*
Are you able to quantify your social media efforts on the bottom line?*
How do you measure your social media efforts on the bottom line?*

Organization's Future Vision

To what extent do you agree or disagree with each of the following statements?
To what extent do you agree or disagree with each of the following statements?
  Strongly Disagree Disagree Agree Strongly Agree I don't know.
Our management team understands and supports a digital transformation.
Our board of directors understands and supports a digital transformation.
All departments understand and support a digital transformation.
I am concerned about losing market share to digitally focused competitors.
To what extent do you agree or disagree with each of the following statements? Continued
  Strongly Disagree Disagree Agree Strongly Agree I don't know.
Our organization is understaffed for digital growth.
Our staff lacks knowledge required for digital growth.
Our organization understands how a digital consumer shops for financial products.
Our organization's operational systems and processes are optimized for a digital consumer.
To what extent do you agree or disagree with each of the following statements? Continued II
  Strongly Disagree Disagree Agree Strongly Agree I don't know.
Our organization has the right technology needed for digital growth.
Our online new customer applications are easy to complete.
Our online loan applications are easy to complete.
Our organization is positioned for growth in a digital economy.
Cancel
Confirm