An abundance of choices is a good thing - or is it?
As digital channels continue to propagate, the paradox of choice is paralyzing many financial brands.
With so many possible avenues for digital marketing, where do they begin?
“Go back to strategic planning 101,” Jim Craig told us. “Who is your market and who is the audience you’re trying to reach? That’s where it starts.”
FIs and fintechs will often try to compensate for their lack of digital content by flooding every platform possible.
But the co-founder of digital marketing agency Conotext, LLC argued that an omnichannel approach isn’t always the right one.
“How the consumer uses [digital channels] isn’t necessarily compatible with every brand in terms of the product or service they want to market,” Jim said.
That’s the real battle: balancing the digital-human interface. But it’s not just the marketing team’s responsibility - it all starts at the top.
“CEOs should be along with the marketers in thinking about the consumer journey and the part digital plays in that journey,” Jim added.
For digital transformation to truly take hold, we all need to walk that path together.
Key Insights and Takeaways