As bank marketers finalize their 2026 plans, one question looms large: Where will marketing dollars make the biggest impact?
The latest ABA member survey offers a detailed look at how financial institutions are allocating budgets across digital and traditional media—and which channels are delivering the strongest ROI.
The results confirm what many marketers already sense: digital continues to dominate. Paid search, display, and social media remain top performers, while direct mail holds its ground as the leading traditional channel thanks to its measurable results. Behind these shifts lies a growing demand for accountability—marketers are concentrating spend where performance can be quantified and tied to revenue growth.
Read on for key insights into how banks are balancing reach and precision in their 2026 media mix, how their strategies compare with other industries, and what these trends reveal about the evolving role of marketing measurement in financial services.
Read the full article on ABA Bank Journal. Contact Mark Gibson or Ally Akins for more information on CPG’s Sales and Marketing consulting services.
