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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.

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How Credit Unions Can Win the Millennial Market

Millennials who join credit unions are different from other members of their generation. Winning this market requires an understanding of these differences.

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Grading the 2016 Super Bowl Financial Services Commercials

Spoiler alert: All four of the financial services-related commercials shown during the 2016 Super Bowl get failing grades.

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Does It Really Matter What Retail Banking Consumers Want?

Financial marketers can rely too heavily on consumer research when crafting their strategy. Real innovation and differentiation results from a bold vision.

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How Good Are You At Telling Your Bank’s Brand Story?

It's scary how many marketers think they effectively tell their brand's story, because research suggests otherwise.

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The Marketing Implications of Millennials’ Changing Views of Banks

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.

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The Coming Increased Importance of Word-Of-Mouth

As banking products become more self-relevant, WOM will increase and become an even more important source of customer acquisition.

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The Confusing State of Bank Customer Service

New survey data suggests banks' customer service is good, and that banks have no reason to mention the word "omnichannel" ever again.

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The Future of Venmo

The key to Venmo's future is moving upstream in the P2P value chain--not into the retail/B2C environment.

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(There Is No) Uberization of Banking

Talk of the "Überization of banking" misinterprets what Über really did, and contradicts a trend surrounding the rebundling of banking services.

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4 Marketing Metrics Banks Should Measure (But Probably Don’t)

Banks and credit unions lack a language — a set of metrics — to discuss the impact of digital marketing. These four metrics could change that.

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Does Bank Advertising Work?

According to a study, bank advertising primarily creates awareness, as opposed to being a primary driver of consideration or choice.

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Full Stack Banking: How Fintech Will Fuel API-Based Competition

Fintech startups aren't disrupting banking — they're re-architecting the industry's hierarchy of needs.

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How to Regain Bank Branch Relevance

If you have to struggle to "keep branches relevant," maybe you shouldn't even try.

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The Great Mobile Banking Retention Delusion

The Federal Reserve Bank released its annual study on mobile banking, and some of the findings are a bit hard to stomach.

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The Truth About Customer Relationships

Let's stop deceiving ourselves by thinking that simply having a conversation with a customer is relationship building.

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Do We Hate Banks… Again?

Gallup released the results of its annual survey on consumers' perceptions of various industries. For the banking industry, there's bad news, good news, and surprising news.

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Fintech Fictions, Fallacies, and Fantasies

Without facts and logic, opinions on the impact that fintech is having on the banking industry are just fiction, fallacies, and fantasies.

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Go Jump In A Data Lake

The hype surrounding analytics obscures the value that can be derived from simply making better use of data. It makes me want to go jump in a data lake.

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Do Americans Really Trust Tech Firms More Than Banks For Banking?

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.

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Gen Y Financial Literacy: Problem Or Problem Solved?

The discussion of financial literacy and health is unproductive as long as we lack a quantifiable, objective, and agreed-upon approach to measuring it.

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