The financial industry is experiencing exponential change fueled by new technologies. Today’s consumers make purchase decisions long before they walk into a physical branch location, if they walk into a branch at all, while mobile banks, digital lenders, and fintechs have transformed traditional growth models rooted in legacy broadcast marketing and branch sales strategies.
Financial brands that have only dabbled in digital marketing without a formal plan or strategy to guide them are now feeling frustrated because they haven’t gotten the results they want.
James Robert Lay wrote Banking on Digital Growth: The Strategic Marketing Manifesto to Transform Financial Brands to offer brands newfound clarity. He shares a strategic blueprint framed around twelve key areas of focus that allows financial brands to confidently generate 10X more loans and deposits while proving the value of marketing as a strategic growth leader—not a cost center. I recently caught up with James to learn what inspired him to write the book, his favorite idea that he shares, and how that idea has impacted his work with clients.