Posted by: AmberRoberts in: Financial Services -
The media landscape has grown more complicated in recent years, and while there are countless opinions on the optimal marketing mix, there’s no right answer. Fortunately, American Banker’s 10th Annual Financial Services Marketing + Innovation Symposium gathered a panel of experts to provide some guidelines. Representatives from industry leaders like AMEX, Wells Fargo, LinkedIn, Bank of the West and JP Morgan Chase provided some valuable insights:
1.) For first-ever campaigns and launches, paid media can be critical to getting an effort off the ground.
2.) Over time, once a campaign has grown, consider reducing the reliance on paid (advertising) and focus more on earned media coverage (public relations).
3,) Not surprising, earned media remains the best, most sustainable media; placements are typically customer testimonials, and nothing is as powerful as customers validating a brand.More