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2021 Digital Marketing Forum

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Recordings and Presentations

The Way Forward | Are you Ready for the FinTech Future?
Presented by Virginia Heyburn

Today’s member is always-on and hyper-informed, favoring speed over design for their on-the-go, need-it-now lifestyles. The coronavirus pandemic is rapidly accelerating next-level digital transformation that we already knew was coming. Entrepreneurial Fintech companies are disrupting credit unions’ traditional revenue models by using emerging technologies to solve complex banking problems in massively member-friendly ways. Generation Z is coming of age on a collision course with financial institutions over technology, challenging credit unions to create conversational experiences that attract, delight, and retain members by meeting them where they are. This session will explore next-level financial services that are conversational, fast, snackable, and embedded, with ways for credit unions to deliver finely tailored advice and services instantly.

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Accessible SEO 2021: Building your Roadmap for a Stronger User Experience
Presented by Diane Kulseth

Google is poised to launch a user experience algorithm update in 2021, but if 20% of your traffic cannot access your website, can you truly say that your website has a strong user experience? This session will dive deep into the overlap between SEO and accessibility, and why it is more important than ever to include accessibility in your SEO arsenal.

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Data-driven Marketing for the Win!
Presented by Amber Sappington and Merrijo Hale

Without visibility you cannot improve. Diving deep into data will reveal channel inconsistencies and where member frustration sets in. It reveals areas for improving channel and service alignment, and opportunities to utilize artificial intelligence and machine learning. Employing predictive and prescriptive analytics helps you understand member behavior to offer the right solutions at the right time. Do you have the ability to identify and approach your target market for specific marketing campaigns, profitability, and strategic planning? Do you have real-time data to develop, execute, and analyze campaigns? This session explores how to use data to improve your strategic planning and execute and analyze your marketing campaigns.

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Is it Working? Understanding Social Media + Google Analytics
Presented by Sarah Best

According to Sprout Social, nearly half of marketers note that aligning their social media campaigns with company goals is their top struggle. Thankfully, Google Analytics gives us a powerful, free tool for understanding whether our social media campaigns are driving quality website traffic and helping us achieve our goals. During this session, we will demystify marketing metrics like bounce rates, and share actionable advice on using Google Analytics to track the success of your social media marketing efforts.

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Digital Marketing Peer Discussion
3:30 to 4:30 p.m.
Moderated by Tony Hill

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