Interactive Banking: Marketing More Effectively Across Channels

The Interactive Banking report provides a wide-ranging view of the shifting developments shaping today's banking marketÑalong with detailed strategies on how to utilize them to build better banking business models. In addition, it serves as a valuable guidebook for marketing and technology companies seeking to make inroads into the lucrative financial-service space.

After all, everyone in banking is asking the same question: How do we make online banking work for us? The success of online banking has created a crisis. Customers have adapted to the serviceÑthey use it, like it, even demand itÑbut far too many banks are still struggling with how to integrate online banking with their other customer service channels. Until they stop treating the Internet as a new, separate channel, run by a separate division within the company, not only will they lose money on the service, they will fail to take advantage of the cost-savings, customer-retention, cross-marketing and revenue-building opportunities the Internet offers.

I The eMarketer Outlook

A. Counting Customers

A. Online Activities & Customer Demographics

Customers Not Banking Online

C. Customer Attitudes & Opinions

IV Bank Marketing Across Channels

B.Valuing the Bank’s Brand

Fighting for the Customer: Banks vs. Billers

E. Privacy & Fraud: Turning Fear Into Positive Marketing

Phishing, the Most Rampant Online Financial Fraud