Digital Marketing Trends in Banking

Top Digital Marketing Trends in the Banking Industry

Jason Reimueller
Senior Director, Financial Services
Feb 5, 2024

To stay relevant and competitive in the ever-changing financial services landscape, banks have modified their financial services marketing strategies to keep pace with technological advancements and evolving consumer behaviors.

These emerging digital marketing trends in the Banking Industry are transforming how financial institutions engage with their customers and will shape the future of banking.

Artificial Intelligence (AI)

Artificial intelligence has already made a significant impact in banking services, transforming different areas of operations and customer service. With ongoing advancements in AI technology, its role in digital marketing is set to grow, offering a range of advantages. One notable application of AI is the use of chatbots with AI and machine learning capabilities. Banks effectively use these automated chat assistants to address customer questions and issues 24/7, providing continuous and seamless customer support while improving the overall customer experience.

In addition, AI has the ability to go beyond supporting customer service agents and become a valuable resource for analyzing and utilizing customer data. Through a thorough evaluation of the extensive data collected over time, AI can provide unique insights into customer behavior, preferences, and purchasing habits. With this valuable knowledge, banks can provide personalized recommendations and customized promotional offers that are carefully crafted to meet each customer's individual needs and preferences.

This provides convenience and ease for customers while also showing genuine care and attentiveness from the bank's side. It fosters a more personalized and efficient banking experience for all clients. Using AI-driven solutions not only saves time and resources for financial institutions but also strengthens the bond between the bank and its customers, cultivating long-lasting relationships and increased customer engagement based on trust and satisfaction.

AI readiness guide

Along with all the benefits to the banking industry of AI, it also presents some challenges - specifically around regulatory and Privacy concerns.  Financial institutions will need to remain diligent in their understanding of regulations regarding data usage, storage, etc; align data governance practices across the entire organization; and leverage a cohesive data strategy and architecture that makes data validation streamlined and efficient.

Additionally, it is crucial for banks to communicate these measures effectively to their customers, building trust and credibility. By implementing and transparently communicating these measures, banks can give their customers confidence that their personal information will always be protected.

Voice Search Optimization and Mobile First Indexing

As voice assistants like Siri and Alexa gain popularity, more and more customers are using voice search to find information, and at the same time, the number of people using mobile devices to search the internet is also increasing. This change in consumer behavior presents banks with an opportunity to improve their online presence and connect with their target audience. By optimizing their mobile website and content marketing for voice search, banks can take advantage of these trends and increase their visibility in search engine results.

voice search optimization

Optimizing their online presence for voice search can greatly benefit banks. One effective strategy is to use natural language and incorporate long-tail keywords into their content. By aligning their website and content with the way customers typically phrase their voice searches, banks can increase the likelihood of appearing in relevant voice search results. Long-tail keywords, which are more specific and longer phrases, can further improve the chances of being featured in voice search results. These keywords reflect the conversational style of voice searches. By adopting these strategies, banks can reach a wider audience and better cater to the evolving search preferences of their customers.

Regarding mobile search, Google has adopted a mobile-first indexing approach that now primarily uses the mobile version of a website for indexing and ranking - this has a significant impact on paid search. It is crucial for banks to understand and address this trend by optimizing their ads and landing pages for mobile devices. This includes implementing responsive design, which allows content to adapt smoothly to different screen sizes. In addition, it is important to prioritize improving the speed of mobile pages to enhance the user experience. Banks should also invest time and resources into creating ad formats that are specifically designed for mobile devices. This will strengthen their online presence and increase their chances of success in today's mobile-focused digital world.

Digital Marketing Trends in Banking

Interactive TV and Video Marketing

Interactive TV and Video marketing are becoming more popular in the banking industry as people spend more time watching online/streaming TV and videos. Banks have realized the power of using Interactive TV and videos to engage with both current and potential customers to showcase their products and services.

Interactive TV is the inclusion of data services into TV/commercial programming, allowing marketers to better personalize customer messaging and gain insight into their customers desires.  One easy way to employ interactive TV marketing is to start with a QR code in programmatic CTV or Youtube TV  to determine base-level usage and impact.  Based on the initial response, marketers can then expand their interactive message(s) to other audiences and networks.

Regarding video marketing, it is important to highlight that video content has a natural ability to serve as an educational tool, effectively sharing valuable financial knowledge with customers. By utilizing video marketing, banks can establish themselves as reliable and trustworthy sources of information in the financial industry. Through well-crafted and insightful video content, banks can build an image of expertise, ultimately strengthening their customers' trust and confidence in their services and capabilities. One of the most popular ways to do that is through social influencers. Banks that focus on finding influencers whose persona is consistent with and/or complementary to their authentic brand and partner with them will be able to more quickly grow their social media presence.

How Banks Can Activate On These Trends

digital marketing trends 2024

Invest in Technology

In order to effectively adopt these emerging trends and remain competitive in the dynamic banking industry, it is crucial for banks to strategically invest in appropriate technology solutions. This includes a variety of state-of-the-art tools like marketing automation software, advanced AI-powered chatbots, and robust data analytics platforms.

Utilizing cutting-edge technology, banks can greatly improve and streamline their marketing efforts. This involves using automation tools to handle repetitive tasks, allowing marketing teams to concentrate on more strategic initiatives.

Additionally, integrating AI-powered chatbots enables banks to deliver personalized and efficient customer experiences, as these chatbots can intelligently handle customer queries and provide real-time assistance.

how does an AI chatbot work

Finally, data analytics software provides the significant benefit of extracting valuable insights and enabling data-driven decision-making. Robust data analytics platforms empower banks to analyze extensive customer data, demographic information, and transactional histories to uncover patterns, preferences, and behaviors. These valuable insights can be utilized to develop highly targeted digital channel marketing campaigns, individualized product recommendations, and offers personalized to cater to the specific requirements of each customer.

By investing in the appropriate technology, banks can enhance their marketing channel strategies, cultivate strong customer relationships, and stimulate overall business growth. Through more efficient processes, enhanced customer experiences, and data-informed decision-making, banks can stay ahead of the game and meet the changing demands of their technologically inclined customers.

Collaborate with Fintech Companies

The presence of fintech companies in the banking industry is causing a stir. This disruption presents banks with the chance to collaborate with these innovative companies and incorporate their cutting-edge technology into their marketing channel strategies, potentially leading to growth and success.

Utilizing fintech companies' data analytics tools allows banks to gain valuable insights into their customers' behaviors and preferences. These advanced analytics tools offer the potential for unparalleled customer intelligence, enabling banks to customize their products and services to meet the specific needs and expectations of their clientele. With this essential customer knowledge, banks can streamline decision-making, optimize marketing channel efforts, and foster more personalized relationships with customers. Ultimately, this can greatly enhance customer satisfaction and loyalty, leading to long-term growth and success for the bank.

Real-World Examples of Digital Marketing in the Banking Industry

Bank of America

Bank of America has fully embraced personalization in its digital marketing efforts. Through careful analysis of customer data, they have developed targeted campaigns that directly address the unique needs and preferences of their customers. 

Furthermore, they have successfully implemented an omnichannel approach, ensuring a seamless and consistent experience for customers across all channels. As a result, customer satisfaction has soared and brand loyalty has been significantly strengthened.

JPMorgan Chase

JPMorgan Chase has effectively utilized social media to engage with its customers and establish a robust online presence. They have crafted informative and captivating content on their social media platforms, positioning themselves as a reliable source of financial information. 

Additionally, they have successfully employed video marketing by creating educational videos on subjects like budgeting and saving. This strategy has enabled them to connect with a younger demographic and enhance brand recognition.


The banking industry relies heavily on digital marketing to ensure its ongoing success and growth. To stay competitive, banks must recognize and embrace the latest industry trends and advancements. This integration allows banks to improve the customer experience, build brand loyalty, and drive sustainable business growth.

In the fast-paced world of technology, banks must constantly adapt their digital marketing strategies to stay ahead. Every day brings new innovations and developments, expanding the banking industry's potential for growth. This era of excitement and anticipation offers numerous opportunities for banks and customers alike as they eagerly await the implementation of innovative digital marketing strategies.

Are you interested in taking your bank’s digital marketing strategy to the next level? Contact Further to learn how we have helped banks accelerate growth, improve performance, and drive business impact.

Jason Reimueller
Senior Director, Financial Services

For more than 25 years, Jason Reimueller has delivered value to his clients by understanding their needs, identifying growth opportunities, and leveraging his resources to drive measurable business impact through executable strategies with a capacity-building approach. He has also led multiple Sales, Marketing, Management, and Operations teams. As Senior Director of Client Services at Further, Jason has worked with enterprise National and International B2B and B2C brands across industries, most recently focusing on Financial Services. When not at work, Jason's passions include family, golf, rye whiskey, and real estate.


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