Member Exclusive, Modern Marketing

Marketing Briefing: The case of product-first and the SEO burst

  • In this week’s briefing, we cover what’s new in marketing for banks – big, small, and digital alike.
  • Plus, we’re digging into SEO in the fintech world through some interesting numbers.
close

Email a Friend

Marketing Briefing: The case of product-first and the SEO burst

Chief marketing officer of Kasasa on current financial marketing trends

Kasasa is a financial service provider that sells marketing products and technology to small banks and credit unions. For this week’s briefing, I sat down with Keith Brannan, CMO of the company, to talk about some of the biggest marketing trends and challenges he’s currently seeing in the industry among big incumbents, fintechs, community banks, and credit unions alike.

A product-first mentality is what’s becoming most productive

“I think one of the things that comes to mind is a product-first consumer shopping behavior mentality. 

If you think about how you shop today, you probably rarely go look for the brand of something or the company that’s going to offer it. You probably would not go to Kroger’s website, let’s say, unless you’re actually doing the shopping there. 

And so people have become very product-first in their shopping behavior. And that’s a very big shift for a lot of banks, credit unions, and financial services overall – even mutual funds and insurance. It’s very different from this big brand approach that most financial services firms have had in the past – and a very different approach for smaller institutions who relied on a local brand presence to maintain their market viability and really drive their growth.


This content is available exclusively to Tearsheet Outlier members.

Tearsheet Outlier information and signup Missing out? Subscribe today and you’ll receive unlimited access to all Tearsheet content, original research, exclusive webinars and events, member-only newsletters from Tearsheet editors and reporters and much more. Join Outlier now — only $49/mo. Already an Outlier member? Sign in to your account

0 comments on “Marketing Briefing: The case of product-first and the SEO burst”

Member Exclusive, Modern Marketing

Marketing Briefing: Pride, sonic branding, and customer service

  • Banks are sprucing up their digital offerings. But they’re forgetting about call centers.
  • Meanwhile, a bit on Amex’s sonic branding strategy.
Rivka Abramson | June 16, 2022
Acquire Podcast, Modern Marketing, Podcasts

The Acquire Podcast Ep. 11: Movement as marketing and transformation with StrawberryFrog’s Scott Goodson

  • StrawberryFrog’s founder and CEO Scott Goodson joins us on the Acquire Podcast.
  • We talk about doing marketing with soul and intention, the shifting pyramid of power where the boss is no longer God, and the power of truly taking on corporate responsibility.
Rebecca Cohen | June 14, 2022
Member Exclusive, Modern Marketing

Marketing Briefing: Turning a card into a key

  • As the pandemic eases its grip on hangout spots, credit card startups like Yonder are taking advantage with a unique take on card perks.
  • Meanwhile, consumers’ demands for better CX from financial services continue to climb.
Rivka Abramson | June 06, 2022
Acquire Podcast, Modern Marketing, Podcasts

The Acquire Podcast Ep. 10: FICO hyper targets local communities in its push for greater financial literacy

  • FICO's Chief Marketing Officer, Nikhil Behl, joins us on the Acquire Podcast.
  • 'We cannot rely on osmosis to drive financial literacy forward', he says -- so FICO is taking an active role.
Rebecca Cohen | May 31, 2022
Modern Marketing

The double edged sword of good UX: How Robinhood’s gamification of investing backfired during the market downturn

  • Companies like Robinhood are breaking rules with gamification in retail and cryptocurrency trade.
  • Gamification is worsening the problem for those struggling with crypto-addiction and compulsive day trading.
Rabab Ahsan | May 17, 2022
More Articles