ABA Banking Journal - September 2008 - (Page 40)
The art The art and science of web marketing & science Getting the gist of key words, managing the “funnel,” and other tricks from interactive agencies and other pros I n the real world, bank marketers use copy and images in direct mail or ad campaigns to lure customers into their ranks. Or, they rely on telemarketing scripts. In the web realm—which is changing form and function with flustering rapidity as it matures—the banner ad and smartly worded click-to-pay have been the bait. Among the most sophisticated practitioners, keyword buying from Google and other search engine providers, particularly the purchase of regional keywords, is a newer tactic designed to bring the searcher to your website, where presumably, he or she will find ways to do business with your bank. (Existing customers also get promotional emails, phishing risks notwithstanding.) What could be simpler? Well, as it turns out, many things. “We’ve had 150 years of learning around print, 80 years around radio, and 60 years of getting to know what’s effective on television,” says Deno Fischer, senior executive at Accenture Marketing Sciences, based in New York. “When it comes to the digital channel, we’ve got about 12 years and only half of them are characterized by use of broadband. We’re all learning by doing.” And, as your channel marketing people can tell you, grasping even the basics of search engine marketing (SEM) takes some doing. Moreover, search engine optimization, that is, designing the bank site and filling it with content that will encourage search engines to index the material there and make the site discoverable is a non-stop act of adjustment. A quick search on the terms “SEO” and “SEM,” for instance, will bring up any number of blogs, tutorials, and specialists in this decade-young field. Certainly, that alone is an indicator that search isn’t simple. But what about other web developments—immersive content, FaceBook, and YouTube? Moving graphics, segment-oriented landing pages, or smartly worded ads placed adjacent to social networking sites are certainly options and being considered by several internet marketing leaders. Viral marketing on YouTube can also kick up awareness By Lauren Bielski, senior editor 40 SEPTEMBER 2008/ABA BANKING JOURNAL
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