Optria

I came across an article that is still very pertinent, even though it is two years old. 

        Article Link - http://www.banktech.com/blog/archives/2007/12/dont_forget_the.html

As the article states; top tier banks have done a good job, for the most part, of pushing out effective marketing information to their customers via electronic channels.

The article also talks to the fact that banks have become adept at using "traditional" marketing channels.  What I am seeing is more of an acceptance of the status quo than an adept use of traditional marketing. 

Earlier this year I asked a bank SVP how effective their statement insert marketing was proving to be.  With no metrics in hand, he said it is costly and I do not really know if it works or not.  When I asked about some more progressive options, he stated that management is comfortable with this large annual expenditure on inserts as it was something the bank had been doing for years.

I understand that pulling funded items out of the budget and trying to replace them with new items is risky in many organizations, but to do something just because you have always done it is not the right approach. 

Many small and mid-tier banks are progressive, utilizing the online channel and many other non-traditional marketing methods.  I applaud them and those willing to break from the status quo.