NOVANTAS WEBINAR SPONSORED BY CBA
Rob Rubin, Director, Novantas
Winning banks recognize that traditional methods of customer research are effectively obsolete. Today, mobile, internet and social media have changed the way prospects and customers perceive bank brands and make buying decisions. In the new environment, banks that continue to rely on 20th century-style market research studies to drive marketing, product, and pricing are woefully ill-prepared for today’s buyer. Simply put, traditional market research is too slow, generic, and completely unsuited to learning how and why customers make decisions today.
This webinar will describe the emerging model of web-based insight gathering of customer needs, attitudes and behaviors specific to bank products, and learn how to make marketing spend more effective and efficient. We will cover such topics as:
- What marketing spend on research is typical for a bank? What is it being spent on?
- What information does the bank need today to make effective product, pricing and positioning decisions?
- How can the bank gather this data faster, more accurately, and at lower cost than traditional research?