The Galapagos team had the chance to share their insights on Marketing Automation by writing an article for the March/April 2019 issue of mbaBanking Magazine:
Marketing Automation: How Newton Can Inspire Your Own Success
An object at rest stays at rest and an object in motion stays in motion with the same speed and in the same direction unless acted upon by an unbalanced force.
- Newton’s First Law of Motion
Discussing Newton’s Law of Physics in conjunction with a financial institution’s marketing effort might seem to be a non sequitur; inertia is not usually found in the marketing department. In fact, marketers are working feverishly to meet increasing demands for growth.
At the same time, customers from all segments are demanding better quality advice and service, tailored to their specific situations. So, how does a bank put a plan in place that delivers advisory and service messages to every customer on an individualized basis, integrates with quality consultative interactions with customer service personnel, and contributes to growth?