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Bank 2.0 by Brett King

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Going, Going, Gone…

THIS shouldn’t be a surprise, but for many of the traditional marketers in our midst, the first reaction to the data and analysis I will present in this chapter could be scepticism or outright denial. If you Google these statistics, you’ll find they are all too real.

The fact is that in most banks today, the marketing department is completely misaligned to the reality of the marketplace. The skills are wrong, the methods are wrong, and the people are wrong. It is the one department that needs to be dramatically re-engineered with immediate prejudice. Advertisers still talk about “media” and “interactive” or “digital” like they are two separate advertising universes. Marketers talk about “offline” and “online” as if never might ...

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