Snarketing Articles by Ron Shevlin
Ron Shevlin has been a marketing consultant for more than 25 years, working with the leading financial services, consumer products, retail, and manufacturing firms in the world. He is a frequent speaker at industry conferences and events. Currently, Ron is the Director of Research at Cornerstone Advisors where he specializes in retail banking issues including sales and marketing technologies, customer and marketing analytics, social media, customer experience and consumer behavior. You can contact Ron with your snide comments and snarky remarks or invite him speak at your event by sending him an email. You can also follow Ron on Twitter.
Spoiler alert: All four of the financial services-related commercials shown during the 2016 Super Bowl get failing grades.
Financial marketers can rely too heavily on consumer research when crafting their strategy. Real innovation and differentiation results from a bold vision.
It's scary how many marketers think they effectively tell their brand's story, because research suggests otherwise.
The financial crisis of 2008-2009 helped to create a new villain in America: banks. That view is changing though, and it has big marketing implications.
Banks and credit unions lack a language — a set of metrics — to discuss the impact of digital marketing. These four metrics could change that.
Fintech startups aren't disrupting banking — they're re-architecting the industry's hierarchy of needs.
I've been conducting consumer research in banking for a number of years now, and while it's certainly debatable whether I've learned anything or not, I would argue that I have learned one thing: There IS such a thing as a stupid question when it comes to market research.
The discussion of financial literacy and health is unproductive as long as we lack a quantifiable, objective, and agreed-upon approach to measuring it.