Building the new digital team
Associated Bank started in an immature place from digital marketing perspective. Our presenter took us through the last two-year journey to develop the digital marketing plan that the banking powerhouse has today.
- Dana started with Associated Bank as a consultant in 2013
- Digital Marketing Team started in 2013
- Took a very rigorous approach to building the digital marketing team
Their goal was to drive strategy proactively. The organization needed to understand what digital was before they could move forward.
- Decided to be agile in seizing market opportunities
- Mindset shift to a “test and learn” approach – Learn from the flops without being criticized for taking a chance
- Social Media engagement
- Measure the impact of digital efforts
Associated Bank is on the Challenger Marketing Path
- Embrace intelligent naivety
- Build a lighthouse identity
- Become a thought leader
- Create a symbol of re-evaluations
- Over commit – “go big or go home”
- Enter popular culture
- Be “Big Ideas” centered
Now every campaign has a digital component at Associated!
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