Digital dominates while outside agency support as a percentage of marketing budget has decreased.

The latest ABA survey of bank marketers (fielded from September to October 2024 and with 101 respondents from banks with assets of less than $200 million up to $10 billion) shows that they are focusing more on the channels that drive results, prioritizing digital marketing and media for 2025 budgets.

2025 promises to bring more of the same challenges and opportunities as 2024. However, changing interest rates and strategic priorities will bring new challenges as well: bank marketers will be looking for ways to become nimbler and more efficient and drive greater returns. This will include prioritizing digital marketing and focusing on optimizing budgets toward results. Additionally, analyzing marketing budgets to benchmarks and aligning your staffing models toward optimizing performance will become critical in demonstrating that return.

Read the full article on ABA Banking Journal.