The rush to digital marketing has taken on a life of its own. Search engine optimization, content marketing and social media are hot topics driving bank marketing conversations, financial blogs and campaigns.

Few appreciate the cost-efficiencies of digital channels more than those of us who, in earlier times, wrung our hands over print and electronic advertising that brought little in the way of measurable results. But in the rush to embrace all things digital, many bank marketers have bypassed critical thinking and strategic planning.

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