Independent Banker - March 2023 - 31

which can help banks manage
their emails and send automated
messages based on how recipients
engage with content.
The future of retail &
There could be other factors at play
beyond the technical. Cook, who was
once a community banker himself,
says many senior managers think,
" 'We don't want to be intrusive, we
don't want to freak our customers
out, we don't want to seem greedy, we
don't want to overstep our bounds.' "
Making the investment
On top of that, he says many balk
at the cost of the technologies.
" Marketing for a lot of folks still
is a necessary evil, " Cook says.
" It's not seen as an asset, incomeproducing
activity. "
Successfully leveraging first-party
data does come with a high price tag
because of the required additional
tools and resources necessary to
own, understand and capitalize on
such data.
" These are projects in the
hundreds of thousands of dollars,
ultimately, if you do it all right, "
says Crystal Steinbach, digital and
marketing automation manager
at Mills Marketing in Storm Lake,
Iowa. " But that doesn't mean you're
taking on all of that cost at one
time. " These efforts often will roll out
incrementally over time, according
to Steinbach.
Extracting marketing value
from first-party data can be a long,
complicated and expensive endeavor.
Yet, Catalano says doing so can be
a strategic advantage for banks. He
adds, " Even if they're not using [firstparty
data] right away, but if they're
starting to collect it and starting to
get proper opt-ins, those folks are at
a major advantage. "
Mindy Charski is a writer in Texas.
commercial banking
is volatile.
To thrive your technology needs to...
* Be powered by APIs, cloud and microservices
* Deliver differentiated customer experiences
* Consume from and contribute to ecosystems
Does your banking platform give you
the agility you need to compete?
Scan here to talk to us about how our retail
& commercial banking solutions can help you

Independent Banker - March 2023

Table of Contents for the Digital Edition of Independent Banker - March 2023

Table of Contents
Independent Banker - March 2023 - Intro
Independent Banker - March 2023 - Cover1
Independent Banker - March 2023 - Cover2
Independent Banker - March 2023 - Table of Contents
Independent Banker - March 2023 - 2
Independent Banker - March 2023 - 3
Independent Banker - March 2023 - 4
Independent Banker - March 2023 - 5
Independent Banker - March 2023 - 6
Independent Banker - March 2023 - 7
Independent Banker - March 2023 - 8
Independent Banker - March 2023 - 9
Independent Banker - March 2023 - 10
Independent Banker - March 2023 - 11
Independent Banker - March 2023 - 12
Independent Banker - March 2023 - 13
Independent Banker - March 2023 - 14
Independent Banker - March 2023 - 15
Independent Banker - March 2023 - 16
Independent Banker - March 2023 - 17
Independent Banker - March 2023 - 18
Independent Banker - March 2023 - 19
Independent Banker - March 2023 - 20
Independent Banker - March 2023 - 21
Independent Banker - March 2023 - 22
Independent Banker - March 2023 - 23
Independent Banker - March 2023 - 24
Independent Banker - March 2023 - 25
Independent Banker - March 2023 - 26
Independent Banker - March 2023 - 27
Independent Banker - March 2023 - 28
Independent Banker - March 2023 - 29
Independent Banker - March 2023 - 30
Independent Banker - March 2023 - 31
Independent Banker - March 2023 - 32
Independent Banker - March 2023 - 33
Independent Banker - March 2023 - 34
Independent Banker - March 2023 - 35
Independent Banker - March 2023 - 36
Independent Banker - March 2023 - 37
Independent Banker - March 2023 - 38
Independent Banker - March 2023 - 39
Independent Banker - March 2023 - 40
Independent Banker - March 2023 - 41
Independent Banker - March 2023 - 42
Independent Banker - March 2023 - 43
Independent Banker - March 2023 - 44
Independent Banker - March 2023 - 45
Independent Banker - March 2023 - 46
Independent Banker - March 2023 - 47
Independent Banker - March 2023 - 48
Independent Banker - March 2023 - 49
Independent Banker - March 2023 - 50
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Independent Banker - March 2023 - 53
Independent Banker - March 2023 - 54
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Independent Banker - March 2023 - 56
Independent Banker - March 2023 - 57
Independent Banker - March 2023 - 58
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Independent Banker - March 2023 - 60
Independent Banker - March 2023 - 61
Independent Banker - March 2023 - 62
Independent Banker - March 2023 - 63
Independent Banker - March 2023 - 64
Independent Banker - March 2023 - 65
Independent Banker - March 2023 - 66
Independent Banker - March 2023 - 67
Independent Banker - March 2023 - 68
Independent Banker - March 2023 - 69
Independent Banker - March 2023 - 70
Independent Banker - March 2023 - 71
Independent Banker - March 2023 - 72
Independent Banker - March 2023 - 73
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Independent Banker - March 2023 - 80
Independent Banker - March 2023 - Cover3
Independent Banker - March 2023 - Cover4
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