Using Marketing Signals Correctly


Marketing signals, or better known as data points that allow you to predict consumer behavior, have had a prominent role in financial marketing for some time. These signals allow you to better predict your customer’s behavior, such as when people are moving (requiring a new mortgage) or are showing unrest with their current credit card (prompting an offer of your new rewards card), and can be found from a variety of data sources. In fact, some of the data used for triggers can be found within your own databases!

Current marketing signals fall into one of three categories: behavior-based, event-based or predictive models. Each of these models can help your financial institution better market your products and services to consumers that are more likely to buy, creating an extra layer of consumer-centric marketing.

One of the largest forms of marketing signals today is the hard credit inquiry. These types of inquiries give you immediate insights into event-based signals that are indicative of purchasing behavior that is likely to take place. Many times, financial institutions react to credit inquiry triggers with immediate offers of credit, product promotions, or rate sales to customers.

Without knowing anything else about the customer’s situation at this point in the buyer’s journey, this can turn out to be a bad move. An immediate offer of sale has the potential to turn off your customer and be disregarded all together.

This is where a graduated content approach can be a strong move. It looks something like this:

  1. Provide an introductory message. Link to content related to the signal that your customer is triggering. Mortgage triggers linked to content about home buying; auto loan inquiries linked to featured articles about buying a car.
  2. Follow up with helpful messaging. Answer the questions your customer may have to satisfy their financial need. This content should link directly to the person that can help them if they are ready to buy.
  3. Lastly, include a product, service or rate offer. These offers should be related to the signal that is being triggered, but also include cross-sell products in order to provide more than what the customer may be looking for.

This entire process takes place over the course of 5-7 business days. This will ensure that your customer knows that you are looking out for their best interests while also putting your brand and relevant messaging in front of them when they need it the most.

Does your bank or credit union rely on marketing signals to develop marketing campaigns? Leave us a comment and let us know!

As part of the MoneyWise services, Truebridge offers a robust and convenient offering of marketing signal-friendly content with My MoneyWise Customized Financial Tips. These tips are designed to elevate your customer’s knowledge about everyday financial decisions all based on their content preferences. Ask us how it works!