Marketing Financial Services in the Secure Section of the Site

Asaf Buchner | June 28, 2006, 01:07 PM

In a recent report [clients], I stressed the growing importance of the online channel as a tool for marketing additional products and services. In that respect, the secure section of the site is still underutilized. This is in part because the online marketing group does not manage the secure site (silos) and in part because marketers are still seeking the best way to approach their task-oriented secure visitors. I looked at what some financial institutions are doing:

Citibank (online banking). As customers log into their account they receive a screen promoting paper statement suppression, unless they have already opted-in for the service. There are banners within the secure site and the signing-off confirmation page is also used for the promotion of products/services.

Chase (credit cards). After logging in, a screen comes up with an offer. Customers need to tick a box in order not to see the same advertisement again. I was shown an ad for balance transfer and in a later session one for paper statement suppression (although I already opted-in). There are links and banners in the secure site.

Amex (credit cards). The secure section shows featured offers below the account information (almost like an insert). There are links on the right side of the page for additional services (alerts, statement suppression).