Explore why digital advertising is important to your Credit Union and what you should do about it. Learn how to start, where to get it and how to do it right. Discover the realities of digital, how to approach building your digital team, how to allocate your budget and more. "Digital made up 36.7% of total media spend in 2016 and will account for around half by 2021. Mobile will be the main driver of this growth, comprising 70.3% of digital spend in 2017.” - eMarketer Forecast on 2017 US Ad Spending Walk away with actionable insights and helpful direction to help you navigate the complex world of digital.

1. DIGITAL STRATEGIES
for Credit Unions

3. WHY IS DIGITAL
ADVERTISING IMPORTANT?

4. “Half the money I spend on advertising
is wasted; the trouble is I don't know
which half”
-John Wanamaker
Marketing Pioneer 1838-1922

6. DIGITAL DISRUPTION

8. “Digital ad expenditures surpassed TV for
the first time in 2016, and the gap will
widen by roughly $10B this year.
-eMarketer Forecast on 2017 US Ad Spending

9. WHY IS DIGITAL
ADVERTISING IMPORTANT?

10. THE CHEESE MOVED.

11. “US digital ad spending by the financial
services industry will total $8.7B in 2016,
an increase of 19.5% from 2015.
-eMarketer Estimates on US Ad Spending
by Industry, Dec 2016

12. GIVE DIGITAL THE ATTENTION IT NEEDS TO THRIVE
➤ How to Start
➤ Where to Get it
➤ How to Do it Right

13. HOW TO START

14. HOW TO START
TAKE OWNERSHIP OF
YOUR DIGITAL BRANCH

15. HOW TO START
1. Assemble your digital
team.
TAKE OWNERSHIP OF
YOUR DIGITAL BRANCH

16. YOUR DIGITAL TEAM
➤ Marketing Strategist
➤ Social Media Manager
➤ Content Creator
➤ Technical Specialist
➤ Data Analyst
Tech
StrategyContent
Data
Social
Point

17. HOW TO START
1. Assemble your digital
team.
2. Work with strategic
partners - NOT vendors.
TAKE OWNERSHIP OF
YOUR DIGITAL BRANCH

18. “If you do not seek out allies and
helpers, then you will be isolated and
weak."
-Sun Tzu
The Art of War

19. HOW TO START
1. Assemble your digital
team.
2. Work with strategic
partners - NOT vendors.
TAKE OWNERSHIP OF
YOUR DIGITAL BRANCH
EdgeMM.com/CUdigital

20. HOW TO START
1. Assemble your digital
team.
2. Work with strategic
partners - NOT vendors.
3. Lay a strong foundation.
TAKE OWNERSHIP OF
YOUR DIGITAL BRANCH

21. Do you need an Analytics Audit?

22. Is your website ready?

23. WHERE TO GET IT

24. WHERE TO GET IT
SEARCH AND DISPLAY

25. WHERE TO GET IT
1. Start with Search.
2. Add Display.
3. Add Video.
4. Add Social.
SEARCH AND DISPLAY

26. DIGITAL ISN’T CHEAP.

28. DIGITAL CAMPAIGNS
AREN’T INSTANT.

33. HOW TO DO IT RIGHT

34. HOW TO
DO IT RIGHT
1. Make sure your
staff is ready.

35. HOW TO
DO IT RIGHT
1. Make sure your staff is
ready.
2. Set an appropriate
budget.

37. “ Digital made up 36.7% of total media
spend in 2016 and will account for
around half by 2021.
-eMarketer Forecast on 2017 US Ad Spending

38. “Mobile will be the main driver of this
growth, comprising 70.3% of digital
spend in 2017.
-eMarketer Forecast on 2017 US Ad Spending

39. HOW TO
DO IT RIGHT
1. Make sure your staff is
ready.
2. Set an appropriate
budget.
3. Measure the results,
test, experiment and
repeat.

40. THANK YOU
EdgeMM.com/CUDigital