Is a .bank Domain Right for Your Bank?

August 28, 2015
/   Voices

With the general availability of the .bank registry under way, more than 5,500 applications from over 2,200 banks have already taken place, according to fTLD Registry Services.

Can Smartphones Solve ATM Skimming

/   Insights

ATM skimming remains a big business for organized crime rings. According to a recent article in ATMMarketplace.com, card skimming accounted for more than $2 billion in losses. One new approach that banks are exploring...

Cause and Effect: If you build it, will they come?

July 23, 2014
/   Spotlight

Many financial institutions assume that digital banking is lucrative because the most valuable customers happen to bank online. While there is certainly a correlation between online bankers and higher profitability, quantitative evidence suggests that...

Fast Facts: Student Loans

January 22, 2013
/   Insights

The Financial Services Roundtable recently released another iteration of its Fast Facts, reliable, bullet-point research about issues facing the financial services industry. Topics span TARP, Dodd-Frank, insurance, lending, retirement savings and more.  Below are some updated Fast...

Intuit 2020 Report: The Future of Financial Services

April 11, 2011
/   Insights

Today, Intuit released the latest edition of the Intuit 2020 report, Intuit 2020 Report: The Future of Financial Services, which identifies and examines four key trend areas that will  transform the financial services industry...

The Top 10 Trends in the Digital Banking Industry

December 18, 2013
/   Spotlight

2014 is rapidly approaching and as the year wraps, the Digital Insight team has pulled together the top 10 trends in the digital banking industry based on data and trends from studying financial institutions....

Small Business: Perception vs. Reality

November 21, 2012
/   Insights

In the most recent election cycle, like most others before it, the one sector of the economy that got the most attention was small business.  This is the future, we were told by every...

Making Banking Fun: Gamification in Financial Services

August 5, 2013
/   Insights

Recently, the Banking.com team sat in on American Banker’s webinar, “Gamification in Financial Services: Five Proven Ways to Get an Edge,” which shared how leading brands in financial services have applied gamification to reach...

Technology M&As: The Beats Go On

May 29, 2014
/   Insights

The ongoing fascination with Apple’s $3 billion purchase of Beats Electronics is entirely understandable, because it’s a cool story. However, it also says a lot about what’s going on between finance and tech.

What We’re Reading

May 5, 2011
/   Spotlight

Below are interesting stories the Banking.com staff has been reading over the past week. What have you been reading? Let us know in the comments section below. Virtual Banking Worlds Provide Tangible Lessons American...

Entering search queries online is something that we, as consumers do all the time. This reason, among many others, is why marketers know that it’s something they need to pay attention to, if they aren’t already. To further understand the search marketing industry, Sabrina Sexton, Product Manager at Digital Insight, sat down with Angie Gibson, a digital marketing expert, to pick her brain and learn firsthand from a leader in the industry:

 

Sabrina: Angie, I’m first curious about how you got involved in search marketing. What do you find interesting about it?

 

Angie: This is one of my favorite subjects to talk about. After studying broadcast television in college, I joined an advertising agency as an account executive, when everything was starting to go digital, and one of the first projects I was handed was a client’s website. While working on the project, my team and I quickly realized that consumers were searching for the client’s products, but unable to find the company’s site. We started researching why the site couldn’t be found and realized that the website was built using HTML frames. In learning that, we started doing what has become known as “search engine optimization,” or SEO, and after that, we started experimenting with buy-and-pay search ads.

 

Sabrina: So given your experience and the time that you spent in the industry, why do you think search marketing is so important these days?

 

Angie: What many people fail to realize is that search marketing is about much more than driving consumers to a landing page or a website. It’s an experience for customers, potential partners and for potential investors. You need to step back and not necessarily look at search as just a marketing tactic because many times, it’s a big piece of a company’s branding. Whether consumers are searching specifically for your brand and using terms associated with your brand, or they’re searching for a product that you offer, each of these queries is a huge marketing opportunity and being present in those moments is huge.

 

Sabrina: That makes sense. For community banks or credit unions who are thinking about search, what would you say is the easiest way for someone to get started with a program?

 

Angie: It’s important for financial institutions to think about how they can improve their business through not only digital, but through search as well. For example, if a financial institution is trying to raise awareness for a new branch location, then they may want to think about hyper local search –that is, targeting a radius around that branch location as little as 5 miles away.

 

Sabrina: That’s a great idea! For banks or credit unions just getting started with some of these types of concepts, how can they tell if their efforts are paying off?

 

Angie: It’s important to set goals with anything that you do and search offers the opportunity to track against Key Performance Indicators (KPIs). A financial institution’s goals should be something that’s really going to show engagement with a product that they offer or with the bank overall. There are great free tools out there such as Google Analytics that can help small financial institutions, who are just getting started with search marketing, measure their campaigns and efforts in an easy, affordable manner.

 

Sabrina: One last question I have for you –the world is moving toward mobile and we know that, in a lot of ways, we’re thinking about designing for mobile first. So when we think about the search experience, how would you say that’s changing with mobile?

 

Angie: Those of us in the search space have been talking about how mobile experience and mobile traffic are important for years. Mobile should be at the forefront of your plan and definitely at the forefront of your search marketing strategy. For the financial services industry, it does look like they skew slightly more to desktop than some other verticals, but still well above 45% or so, so again, mobile is still important.

 

Sabrina: That’s a great statistic! Well, this has been really interesting. Thank you so much again for your time today. We’re really looking forward to having you present more about search at Digital Insight’s Innovation Conference in October.

 

Sabrina Sexton, Group Product Manager, Consumer Relationship Solutions, Digital Insight

Sabrina leads a portfolio of solutions focused on helping Digital Insight’s clients drive more effective customer acquisition efforts and nurture deeper relationships to gain greater share of wallet. Prior to joining Digital Insight, Sabrina spent 10 years at digital agencies and consulting firms, where her clients included financial services firms such as JPMorgan Chase and PNC Bank. She later joined the digital leadership team at SunTrust Bank where she was primarily accountable for strategy and operations of their public websites. Most recently, Sabrina led the digital channels and marketing team at the American Cancer Society. She holds a Bachelor of Arts degree from the University of Georgia.

 

Angie Gibson has over 12+ years of digital marketing experience, both agency and in-house, spans everything from regional franchises to SaaS tech start-ups, consumer packaged goods, new home sales, and online games. Originally from Pittsburgh, Pennsylvania, Angie attended the Pennsylvania State University and graduated with a degree in Broadcast.

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Voices

Compelling voices and contributed content from around the web

James W. Gabberty

Gabberty is a professor of information systems at Pace University in New York City. An alumnus of the Massachusetts Institute of Technology and New York University Polytechnic Institute, he has served as an expert witness in telecommunication and information security at the federal and state levels and holds numerous certifications from SANS & ISACA.

Marisa Mann

Marisa Mann brings over 15 years of experience in consulting and financial services industries to the Solstice team, working on large scale enterprise initiatives across many technologies, including specializing in the digital space – Internet and mobile. Mann is passionate about mobile and the endless possibilities for the enterprise, delivering business value through strong brand recognition and driving to excellence in the consumer experience. Prior to Solstice, Mann worked at JP Morgan Chase, Diamond Management and Technology Consultants, Washington Mutual, Inc, and Accenture.

Zachary Ehrlich

25-year-old writer, and as a native San Franciscan, I am unreasonably loyal to Bank of America, if only for their superhero-like origin story, involving the 1906 earthquake and Italian fruit vendors.

Brad Strothkamp

http://www.forrester.com/rb/analyst/brad_strothkamp