Recorded May 29, 2019
Presenters: Mark Gibson, Senior Consulting Associate; Mike Wallach, Senior Consulting, Capital Performance Group Capital Performance Group
Description: Digital marketing is more effective and measurable than ever before. As a result, credit unions have shifted the majority of their advertising dollars to digital. Unfortunately, this massive flow of dollars has not always been well directed. This webinar will highlight five common mistakes credit unions and other organizations make and provides ways to avoid them.
Key Takeaways:
- Tools and techniques that help credit union marketers determine exactly who they should be targeting
- Defining the buyers journey and the media consumed at each point of the process
- Using data such as life stage, triggers, and other behavioral cues that can be employed to significantly improve marketing hit rate
- Appropriately allocating marketing dollars in the age of digital
This webinar is ideal for: Marketing Director, Chief Marketing Officer, Director of Analytics, Chief Financial Officer, Digital Marketing Manager, Director of Member Engagement
About the Presenters:
Mark Gibson
Senior Consulting Associate
Capital Performance Group
Mark has more than 30 years of experience in financial services, both as a practitioner and an advisor to senior managers and directors. At Capital Performance Group (CPG), Mark and his team’s projects include: strategic planning; marketing planning; branding; product and value proposition design; and marketing analytics.
Prior to joining CPG, Mark was Chief Marketing Officer, or Marketing Director, for four financial institutions over a 20-year period. Mark earned a B.S.B.A. in Honors Accounting and an M.A. in Marketing from The Ohio State University.
Mike Wallach
Senior Consulting Associate
Capital Performance Group
Mike Wallach has 30 years of digital, direct and analytic marketing experience. During his tenure as a consultant which began in 2017, Mike has worked with financial services executives to provide a variety of strategic, analytic, technology and marketing insights. Prior to joining Capital Performance Group (CPG), Mike’s experience included serving as Chief Marketing Officer at two technology startups, SVP Marketing and Head of CRM at SunTrust Bank and Head of Customer Acquisition at DIRECTV.
Mike has a B.A. in English Literature from the University of IL and an MBA in Finance and Marketing from Kellogg, Northwestern University.
Available as a Playback
The playback of this webinar is available to all CUES members as a benefit of your membership.