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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.

leadership-failure

The Fast Follower Fallacy

Don't believe the nonsense you read about a "fast-follower" strategy. You couldn't do it if you wanted, and you don't need to.

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The Foolish Fantasies of Fintech/Bank Partnerships

Calls for banks to pair up with fintech companies are misguided, and what's happened so far doesn't remotely qualify as "partnerships."

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VC

An Open Letter to Fintech VCs

We expect fintech VCs to drink the Kool-Aid about sweeping, disruptive industry change. But when they try to feed us the Kool-Aid, we need to just say no.

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How Big Is Simple?

Simple's CEO says if it were a traditional bank it would need 850 branches and 6,000 employees to support its customer base. But that can't be right.

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Marketers Stop Making Sense

Marketers should put their money in the channels they consider to be the most effective, right? But they don't. Which doesn't make much sense, does it?

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How Do Consumers Want to Receive Updates and Promotions?

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.

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It’s Time To Stop Treating Millennials as a Single Segment

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.

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3 Reasons Why Strategic Planning Efforts Fall Short (According to Pink Floyd)

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.

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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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personalLoans

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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money_stack

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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