Independent Banker - November 2018 - 58

Tales from the
cutting edge
of
digital
marketing
S
Digital marketing is
evolving rapidly to
meet customers where
they are. We look at
how remarketing,
geofencing and other
techniques can help
your community bank
get the word out.
By Katie Kuehner-Hebert
58 Q ICBA Independent Banker Q November 2018
hopping for fi nancial products and services has changed
drastically in the past fi ve years. Worldwide, more than
4 billion people use the internet, and more than 2 billion
people use smartphones.
Michael Carroll, senior vice president and marketing
and communications offi cer for $310 million-asset Dean Bank in
Franklin, Mass., says mobile devices have become the " weapon of
choice " for the modern consumer-and community banks must adapt
or risk falling by the wayside.
" Community banks must be present when a consumer conducts a
product search, and digital marketing levels the playing fi eld a bit, "
Carroll explains. " Marketing in the digital space is vital to our growth
in the marketplace. For a small community bank, our budget is
limited compared with the bigger player, so it's imperative to choose
when and where to employ digital marketing strategies. "
SEO know-how
The fi rst challenge is ensuring customers can fi nd your community
bank easily. In a search engine like Google, Carroll says, the
combination of a few keywords determines which fi nancial institution
Illustrations: Blind Salida

Independent Banker - November 2018

Table of Contents for the Digital Edition of Independent Banker - November 2018

Table of Contents
Independent Banker - November 2018 - Intro
Independent Banker - November 2018 - Cover1
Independent Banker - November 2018 - Cover2
Independent Banker - November 2018 - Table of Contents
Independent Banker - November 2018 - 2
Independent Banker - November 2018 - 3
Independent Banker - November 2018 - 4
Independent Banker - November 2018 - 5
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Independent Banker - November 2018 - Cover3
Independent Banker - November 2018 - Cover4
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