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.
Calls for fintech/bank partnerships are misguided. What's happened to date don't even qualify as partnerships. Banks need platforms, not partnerships.
More than half of consumers said they'd prefer to receive updates from companies they do business with through snail mail. Something fishy is going on here.
From a banking perspective, the differences between sub-segments of Millennials are too big to ignore. Let's stop treating Millennials as a single segment.
Many companies are frustrated with their strategic planning efforts. The reasons why can be found on the back cover of Pink Floyd's Dark Side of the Moon.
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.