As the digital world continues to evolve, the way potential members are digesting marketing continues to change along with it. For years, financial marketers have relied on tactics and techniques that are no longer viable. Marketing methods like branding events were the norm for credit unions. While these techniques of yesteryear build strong name recognition in local markets, they do little to assist with revenue growth that is attributable through a measureable ROI.

Prospective members no longer wish to receive messaging that is not relevant to their needs. Financial marketers must understand the desires and needs of their prospects prior to executing any campaign or media buy.

Data and behavioral attributes are needed to successfully drive year-long strategies. While credit unions are traditionally slow to adapt, they must understand that branding efforts are no longer sufficient, targeted messaging is now required and understanding your members' needs is crucial. Doing this will allow you to move from the old campaign approach to giving your prospects an experience that will influence their decision-making.