Now that the year is well underway, we thought we’d take a look back at some industry predictions for banking and financial marketing trends in 2016. And after pouring over 19,238 words about what’s new and what’s next, we’ve come to one conclusion: digital is going to be big. Breaking news, huh?

But in all seriousness, we were excited to take a look at these articles in aggregate and see what we could glean about where bank marketing is headed.We reviewed the following ten trend pieces covering various aspects of banking and financial services:

And once we we reached our listicle limit, we whipped up a word cloud to visually represent the most frequent mentions across nearly 20,000 words on the topic:

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The single most used word across all ten articles was “digital” followed closely by “customer.” Reading between the lines – or rather, columns – it’s clear that the face of banking is changing, from where we reach potential customers to how they transact. Big data and omnichannel communications will help financial institutions connect with would-be account holders, innovative technologies and personalized services will hold customers’ attention, and an increased emphasis on content and engagement offers differentiation opportunities for financial institutions willing to invest the effort.

It’s something of a new frontier out there, and we couldn’t be more excited about the potential to shake up a traditional industry with creative solutions to challenges both old and new. And we’d love to hear from you: Which trends will emerge as the most crucial to bank marketing in 2016? Which trends are overrated, before their time, or already passé? And just as importantly, which challenges can we help your institution solve?


Forge’s Financial Marketing Group is exclusively focused on driving brand awareness and preference, new account openings, deposit growth, and cross-sell opportunities. To learn more about Forge or our Financial Marketing Group, email Jesse Strawbridge.