After suffering through a relentless hype cycle on mobile banking, it great to see a blog post that hones in on what matters in online financial services – selling more online. Ron’s new research from Aite indicates the firms that develop and invest in an online marketing competency are “more likely to have seen increases in account balances, retention and number of products owned among their online banking and online bill pay customers.”
The mere existence of online banking or some mobile banking feature is not going to make your customers more profitable – you need the interactive marketing infrastructure to engage customers — targeted banners and interstitials, e-mail, and online fulfillment. So, to all my fellow bankers, please put away your PowerPoint decks on mobile banking strategy and start thinking about selling and cross-selling online.
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