Defining Your Marketing Functions
Marketing’s key responsibilities can vary greatly by bank. They are usually based on a variety of factors, including:
- Your bank’s approach to marketing
- How your execs view the role of marketing at your bank and their priorities for marketing
- Your marketing staffing budget
- The skills of the bank’s current marketing staff and the skills that exist in other areas of the bank
- Office politics
- The size of your bank: the smaller your bank is, the fewer of these functions you can take on.
There is no right or wrong answer and your functions will change over time. As your bank grows, marketing often takes on more functions—either in-house or by outsourcing some of them. Let’s look at typical functions within a bank marketing department:
Marketing Planning and Strategy
You should start with a good basic marketing plan, which identifies how marketing will support the bank’s business goals and provides an overview of significant marketing initiatives for the year. It’s important to set goals and measure your progress against them. You will also want to develop more specific plans for your major projects and prepare an annual major projects calendar. Your plan should be accompanied by a detailed budget. We’ll talk about the elements of a good marketing plan in a separate blog post.
It’s important to define your bank’s brand and brand personality in order to build your identity and use your marketing and communications to reinforce it at every opportunity. Your brand is built and reinforced by everything you do in marketing, but also by everything your management and employees do. It encompasses your bank’s philosophies and values, your top exec’s management style, the look and feel of your facilities, your products, your customer service, your advertising and community outreach, your reputation, the events you do…you get the idea. Just about everything affects your brand. Marketing should be overseeing and protecting the bank’s brand.
Advertising is the most visible element of your marketing program. Many banks do traditional advertising (print, radio, TV, outdoor)—both image and product advertising—and more are venturing into online advertising. It is likely that you will have at least some responsibility for advertising compliance, and you probably have responsibility for advertising compliance record keeping. Most banks have a compliance person who reviews and approves all of your public materials.
Promotions are usually product-focused campaigns and may or may not include advertising support. Some promotions are only conducted within the bank or are targeted to very specific groups through direct marketing. They usually entail special offers for a limited period of time and an employee sales component. Also included in this category: branch and drive-up merchandising such as digital boards, posters, counter cards, banners, brochures, handouts, displays, promotional giveaways and more. In most banks, marketing manages product promotions, but may or may not manage sales campaigns.
In banking, this usually means direct mail pieces and marketing emails, but it can also include targeted telemarketing campaigns, or a combination of the three. A few banks are doing targeted text messaging. As more banks can send targeted messages and offers within online and mobile banking, new direct marketing opportunities will begin to open up for marketers.
Online communications is the fastest-growing function within many marketing departments. While some small banks are still treating their websites like static brochures, more banks are using their websites as a way to become a real resource for customers. Online encompasses several areas, but you may not be involved in all of them, yet.
- Website (bank and product information, financial resources and content, online applications, product recommendations, online offers, personal financial management, etc.)
- Search engine optimization (SEO/helping your bank be found in online search)
- Online advertising (banner ads, pay-per-click, QR codes, mobile SMS text messages and advertising within social media)
- Social media communications (Facebook, Twitter, LinkedIn, Pinterest, YouTube, etc.)
Product and Services
Marketing should be involved in the development and introduction. In some banks, you will actually manage the new product process, but at the very least you should be a part of the product development team. Less often marketing will be involved in the ongoing management of your bank’s products and services. Areas where marketing can make significant contributions:
- Product research and analysis including competitive analysis and assessing your customers’ needs
- New product development (monitoring trends, conducting surveys, managing new product intros, producing product materials, conducting new product training, tracking new product performance, etc.)
- Product promotions to build awareness and cross sell new products
We used to think of ATMs, phone banking and online banking as banking services, but they are now considered to be banking channels since they are simply another way for customers to access their accounts and manage their money. Other channels include branches, mobile banking, remote deposit capture, digital wallets, etc. It is just as important for marketing to be involved in the design and promotion of your bank’s delivery channels as your products and services. Your role may be as a task force member or you may be responsible for channel development, but often ongoing product management is handled by other areas of the bank (or not at all).
Sales and/or Sales Support
Often in smaller community banks, marketing doesn’t manage sales for the bank, but most marketing departments are involved in supporting sales efforts. Sales support includes product brochures and sales materials (paper and electronic), employee sales contest and incentives, product campaigns and promotions, sales prospect lists, promotional giveaways for calling officers, online product info, product and sales training, new customer onboarding programs, as well as product-focused direct mail, email and advertising/campaigns.
MCIF/Customer Segmentation and Lead Generation
An MCIF (marketing customer information file) system is used to pull all of a customer’s accounts and services into one file in order to get a complete picture of the customer/family relationship. This helps employees better understand the customer’s value to the bank and find opportunities to suggest additional products. At a more macro level, an MCIF helps the bank evaluate customer and product profitability. It can be used to develop many types of lists for direct marketing and cross selling efforts.
If your bank has an MCIF (or a Customer Relationship Management/CRM system), it’s probably managed by marketing. In some banks, the data side is managed by accounting or IT and the system is used by marketing. Smaller banks often have to make do with custom core system reports to segment customers and develop lists.
Bank and Market Research
If your bank conducts research, it is probably a responsibility of marketing. Common bank customer satisfaction research includes shopper surveys, comment cards, phone interviews, how are we doing surveys, online forums, etc. You may also conduct research to assess hours changes, policy changes, product enhancements and more. Tracking (product, new account, closed account, cross sell ratio, etc.) may or may not be handled by marketing. Employee satisfaction surveys may be handled by marketing or HR. Community banks often hire outside research firms to conduct more complex studies such as image/brand research, new location assessments, local bank satisfaction/propensity to switch surveys and more. When outside vendors are hired, it is often marketing who directs their work.
Public relations enables you to build relationships and trust with your key publics, or stakeholders. Because a good reputation and strong relationships are so important to the success of community banks, most are very involved in public relations. In small banks, some of this work may be done by areas outside of marketing, such as the exec area, but most commonly, it is handled within the marketing/communications department, sometimes with help from a PR firm.
This graphic shows the primary areas of public relations in community banks.
- Community relations: donations, sponsorships, community events, employee volunteerism
- Media relations: news coverage on your bank and its employees, providing information to the media and responding to their requests, media training for top staff
- Customer relations: advising bank management on key customer issues, drafting communications, handling crisis communications, image advertising
- Employee communications: written materials, events and meetings, brand engagement
- Investor relations: Communications and financial reports (if you are a publicly-traded bank)
- Other: You may also be responsible for other communications, speech writing and managing special events for all of these key groups.
Internal marketing is regularly communicating with your employees; listening and informing them about key issues; engaging them in your marketing efforts; and giving them the tools they need to excel in your marketing initiatives, campaigns, product promotions, etc. If you aren’t doing internal marketing, you’re missing a huge opportunity to make your branding and marketing more effective. As a marketer, you benefit by having employees who believe in the bank’s mission, understand the bank’s goals, support the bank and serve as brand ambassadors. In some banks, this is handled by HR, but it is important for marketing to make internal marketing a priority.
Community banks often make customer service a big part of their branding and positioning. If service is a critical part of your bank’s market position, it’s important for marketing to be involved. This includes ensuring that there are clear service expectations for employees, communicating the bank’s commitment to service, monitoring service performance, managing complaints, training employees and helping management recognize top achievers. In some banks, the customer service function is managed by retail banking, operations or the executive area rather than marketing.
Customer experience is related to service; it’s about managing the whole experience your customer has from the first contact, through account opening and then at all the touch points after that (in-person, by phone, by mail, online, email and mobile). Regardless of who has responsibility for managing customer service and the customer experience at your bank, it will have a major impact on your ability to market effectively, build your brand and retain customers.
Defining Your Key Marketing Functions
That wraps up the key functions most commonly found in a community bank marketing department. I recommend that you start with the chart at the beginning of this post. Use it to help you define what marketing is and isn’t responsible for at your bank. Modify the chart and make it your own. Defining your key functions will help you make sure all of your bank’s marketing functions are covered, either by marketing staff or by someone else in your bank.
When you have defined your marketing functions and your bank execs have signed off, make sure you communicate the information to the other officers in your bank. If you have marketing staff, it is also helpful to develop a breakdown of functions by position. By communicating the full scope of what marketing is responsible for at your bank, you’ll develop respect for your marketing department’s role within your bank.