Bank Marketing Strategy
Bank marketing isn’t getting simpler. But hopefully with some insights from our 2025 report, we can help make it a little clearer. The 2025 Bank Marketing Report was based on insights from 38 financial institutions and paints an honest picture of where bank marketing teams are investing, where they’re stretched thin, and what’s actually driving growth as we head into 2026.
Here are the top 12 takeaways that stood out the most.
1. Marketing budgets aren’t shrinking, but they’re not exploding either
Most banks expect their marketing budgets to increase slightly or at the very least remain steady heading into 2026. That’s a vote of confidence in marketing, but it also comes with strings attached. Leadership still expects better results without dramatic increases in spend. In other words, marketing dollars are safer than they were a few years ago, but they’re still under a microscope.
2. Paid ads continue to punch above their weight class
When banks were asked which channels actually drive new customer growth, paid digital advertising came out on top. Search, display, and retargeting continue to outperform more traditional channels because they’re measurable and intent-driven. Even as AI reshapes search experiences, Google Ads and paid social remain a core growth priority. The takeaway is simple: digital ads are no longer optional bench players. They’re starters.
3. Marketing leaders are closer to the C-suite than ever
A majority of top marketing executives now report directly to executive leadership rather than being buried under operations or admin. That’s a meaningful shift in how marketing is viewed internally. It signals that growth, brand, and customer acquisition are becoming board-level conversations. The flip side is that expectations and the need for crystal clear reporting are higher too.
4. Marketing teams are staying lean
87% of small banks operate with one or two full-time marketing employees, and 78% of the surveyed banks don’t expect staffing levels to change next year. We all know that the workload is not shrinking, in fact the complete opposite is happening by growing. But now teams are being asked to cover more channels, more tools, and more reporting with the same headcount. Efficiency isn’t a buzzword anymore; it’s a survival skill.
5. Bank marketers wear a lot of hats. Sometimes too many
The report shows that banks manage a surprising number of marketing functions in-house, from content and design to email and community events. But advanced digital skills (things like SEO, analytics, schema, PPC, and conversion tracking) are consistently underrepresented. These aren’t “nice to have” skills anymore; they directly impact performance and ROI. This gap explains why so many banks selectively outsource their most technical marketing work to partner agencies.
6. ROI measurement is still a weak spot
Almost 70% of banks still rely on surface-level metrics like website traffic and basic analytics, to gauge success. And 42% have no formal ROI measurement set up in place at all. Formal attribution models and advanced conversion tracking still remain uncommon for many banks. That makes it harder to confidently defend budgets or double down on what’s working. The irony is that results often exist, they’re just not being fully captured or reported on.
7. Marketing priorities are shifting toward efficiency
Beyond growth, banks are increasingly focused on improving marketing operations and efficiency. That includes better processes, better tools, and fewer one-off efforts. The days of “we’ve always done it this way” are fading fast. Marketing teams are being asked not just to do more, but to do it smarter.
8. AI adoption is finally happening
Roughly six in ten banks report using some form of AI, often through tools already embedded in their marketing platforms. At the same time, over 25% of banks still have no AI strategy at all. Compliance concerns, data privacy, and lack of internal expertise are the biggest barriers. The gap between early adopters and cautious observers is widening, and it’s starting to show.
9. Email marketing automation continues to deliver quiet wins
Email automation adoption is strong, especially among intermediate banks, and the data reinforces why. Banks that segment their email audience into smaller, more relevant groups report significantly higher effectiveness than those that don’t. Automated, well-timed emails outperform batch-and-blast campaigns every time. It’s not flashy, but it works.
10. Compliance fear is shaping marketing decisions
When it comes to AI adoption and advanced tracking, compliance and data privacy concerns consistently top the list of barriers. That fear slows experimentation and often leads to underutilized tools. The result isn’t safer marketing, it just stalls the marketing out. Banks that find compliant paths forward gain an advantage without taking unnecessary risk.
11. Connected TV is growing fast
Connected TV still ranks lower than search or paid social when it comes to proven effectiveness, but that’s changing quickly. CTV ad spend is growing at roughly 22% year over year and is projected to reach about $65 billion in 2026, largely driven by cord-cutting and the continued shift to streaming. As audiences move, advertising dollars will follow, whether banks are ready for it or not. The real risk isn’t testing CTV too early; it’s waiting until everyone else has figured it out first.
12. Traditional media isn’t dead. But it’s on life support
Print, radio, and traditional TV still receive budget, but they consistently rank lower for effectiveness compared to digital channels. Which begs the question of why are you still investing in those platforms? Banks haven’t abandoned them just yet, but many are actively reevaluating their role. The report subtly shows a shift from “this is what we’ve always done” to “what can we actually measure.” That mindset change matters more than the channel mix itself.
Bank marketing is no longer about activity, it’s about outcomes. The banks seeing the most momentum aren’t necessarily spending the most; they’re prioritizing smarter channels, better measurement, and more intentional execution. If you need help putting together a 2026 strategy, we are here to help.
Download the 2025 Bank Marketing Report and see what stands out the most for you.
