Segmentation Strategies
Articles, webinars, podcasts, and reports about demographic trends in banking, customer segmentation strategies and marketing to population segments across age, income, ethnicity and lifestyles.
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Articles
Wealth Management Has a Terrible Marketing Problem: Sameness
How players in an industry built on personal relationships became bigger, broader and harder to tell apart.
Banks Improved Customer UX, But Efficiency Ratios Paid the Price. Now What?
Banks and credit unions have provided faster, more convenient banking experiences, but tech expenses have risen as well. Here’s how institutions got here and what they can do about it.
Here’s How Community Banks and Credit Unions Can Outshine Chime
First, they can match Chime’s offerings simply by activating features already in their cores. Second, they can target marketing dollars better than Chime does, and harvest accounts more cost-effectively.
Why Marketers Can’t Promote Wealth Management Right Until They Understand What’s Changed — and Why
Wealth management used to operate on an information gap: the advisor knew more than the client. But today’s client arrives informed, prepared and financially consequential.
How TD Bank is Attacking Its Primacy Challenge in the U.S.
CMO Jennie Platt builds bridges between digital and the evolving role of TD’s “stores,” while wielding data and design to push acquisition.
Why Hispanic Consumers are Now an Engine of U.S. Banking Growth
Winning in this market requires more than access, it demands cultural relevance, nuanced segmentation, and trust built at the community level.
Webinars, Podcasts, Reports
Winning the New War for Banking Primacy
Your dashboard says you are their primary bank. You may only be their vault.
Future of Bank Segmentation Is Conversational
Your bank has a birth date for every customer and almost no idea who any of them really are. That’s a problem.
Mastering Omnichannel Marketing with HomeStreet Bank
Video Playback
Omnichannel marketing isn’t just about being present across multiple channels—it’s about creating a connected, data-driven strategy that enhances customer engagement.
Understanding Consumer Segmentation by Financial Health
Learn how financial services companies can use segmentation to craft tailored campaigns, content, user experiences, and product recommendations to maximize ROI.
Winning Market Share in an Era of Consumer-Curated Financial Services
Financial services are redefined as banks and credit unions look to what’s next. But banks need to do more than react to current trends.
The Credit Economy: How Younger Consumers Make Credit Decisions
This report from i2c examines behaviors and attitudes related to credit product usage among younger consumers, in particular.
