The Financial Brand: Cracking the Customer Code: Marrying Emotion and Tech to Maximize ROI

Experts' workshops at The Financial Brand Forum underlined the importance of both understanding what’s behind prospects’ decision making and building a digital pathway for bank marketers to bring them in as customers.

LAS VEGAS — For digital marketers, balancing customer behavior, needs and expectations against the pursuit of maximum ROI is most of the battle. A digital growth strategy should be at the very center of that balancing act.

That’s the critical message attendees took away during interactive workshops held Monday at the annual The Financial Brand Forum in Las Vegas led by experts Nancy Harhut, co-founder and chief creative officer at HBT Marketing, and James Robert Lay, chief executive officer at the Digital Growth Institute.

All presented separately, in combination these expert sessions demonstrated that understanding both how consumers make decisions and how rapidly changing technology has changed the way people engage with financial products are key to forming a cogent growth strategy.

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