Credit unions may want to consider mobile and emerging social media channels for their marketing and advertising as well as the mainstays of email and display advertising.
"Interactive Channels to Watch in 2014" by Shar VanBoskirk of Forrester Research took a look at data from 395 marketers at companies of various sizes across a range of industries gathered in the research firm's Q3 2013 North America and UK Digital Maturity Online Survey.
"Email marketing and display advertising still top marketers' lists, but mobile and social platforms show strong growth. We recommend that marketers take the measured risks necessary to embrace the emerging tactics that empowered customers prefer," wrote VanBoskirk.
Seventy-nine percent of respondents currently use both email and display advertising, compared with only 65% who used email marketing noted in Forrester's May 2010 U.S. Interactive Marketing Survey, wrote VanBoskirk in her report.
Display and email also will continue to increase. In the next 12 months, 11% of respondents plan to begin email programs, and 12% plan to do the same with display advertising. Meanwhile, 65% of survey participants already use mobile marketing and 24% more expect to use it in the next 12 months, according to the Forrester report.
"This is significant growth when compared with the 26% who were marketing via mobile ads, apps and messages in 2010. This adoption is fueled by mobile marketers' plans to boost their budgets to support the growing number of perpetually connected customers," wrote VanBoskirk. Sixty-eight percent of respondents will increase mobile marketing budgets by at least 10% in 2014, she added.
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