While traditional marketers at financial institutions are still printing brochures, digital-first institutions are capturing 2x the growth rate. The gap isn't closing—it's widening. We are living in a digital-first society, which means we have reached the end of the effectiveness of traditional outreach strategies for banks and credit unions. Account holders now live, work, and connect in an “always-on” digital world. Consider this: 53% of banking consumers prefer online and mobile platforms, 90% can be reached via email, and digital-first financial institutions are growing at 2x the rate of their peers. This is the new reality, and the stakes for FIs everywhere are high.
Customer and member engagement used to be a supporting function. Today, it’s the engine for strategic growth and the bedrock of competitive advantage. In banking, the shift is clear: branches are quieter, inboxes are noisier, and account holder expectations are exponentially higher. Yet too many financial institutions are clinging to legacy tactics - mass mailers, generic ads, siloed campaigns - even as they watch competitors pull ahead. In fact, institutions that fail to evolve risk not just stagnation, but measurable loss of market share to
digitally mature peers. Meanwhile, digitally mature institutions are seizing market share through one powerful advantage: intelligent, data-driven engagement.
The tools of engagement have evolved. Flyers, in-branch posters, and billboards have given way to predictive campaigns, AI-driven email, and in-app banners that meet account holders where they are: on their phones, in their apps, and in their inboxes. Imagine a student
receiving a refinancing offer in-app just weeks after graduation, or a new homeowner seeing tailored savings recommendations the moment their mortgage closes. That’s the precision today’s tools make possible. These modern approaches aren’t just more convenient; they’re more targeted, measurable, and strategic, enabling institutions to reach the right account holder with the right message at the right moment.
Digital strategies deepen engagement by creating seamless, personalized experiences. When FIs use data to deliver the right content, offers, and recommendations, account holders feel valued and understood, driving stronger loyalty and long-term relationships. Digital strategies connect with audiences across various digital platforms, including email and banking apps, maintaining a consistent brand presence and keeping the brand top-of-mind. This smooth and consistent experience across different digital channels ensures that consumers can engage with the brand conveniently and efficiently.
As the seasons shift, so too must your strategy. It’s time to stop treating marketing as overhead. The future belongs to leaders who leverage personalization, automation, and data to drive real business outcomes, not just impressions. With DeepTarget, your institution can
unlock the full potential of your existing platform. Unlike generic marketing automation, DeepTarget is purpose-built for financial institutions, combining AI-powered personalization with turnkey deployment and reporting. The result? Engagement strategies that deliver measurable growth backed by monthly reports that prove the impact.
With DeepTarget, your institution can embrace the Growth Imperative—turning data and AI into personalized engagement strategies that fuel measurable growth and lasting account holder relationships. The question is: Is your FI ready?
