As banks prepare their marketing budgets for 2027, a surprising trend is emerging: While digital marketing channels continue to deliver the strongest perceived return on investment, fewer bank marketers are planning to increase spending in several of these high-performing areas.
According to the ABA’s 2026 Bank Marketing Survey, digital advertising and search engine marketing continue to lead in perceived ROI and planned investment. However, email and social media marketing, also ranked among the top-performing channels, have seen declining commitments to increased spending over the past three years.
In his latest article for ABA Banking Journal, “The ROI Paradox: Fewer Marketers Increase Investment in Top-Performing Channels,” CPG’s Mark Gibson examines the disconnect between channel performance and investment decisions. He explores what these trends reveal about evolving bank marketing priorities and why aligning marketing spending with measurable business results is increasingly important.
As financial institutions face growing pressure to demonstrate marketing’s contribution to deposits, customer acquisition, and revenue growth, these findings offer valuable considerations for building more effective marketing strategies and budgets.
Read the full article in ABA Banking Journal.
Contact Mark Gibson for more information about this article. Learn about CPG’s Marketing and Sales practice area.
