PNC is going after tech-savvy customers with a digital-first money management marketing campaign called #BeTheBoss. The campaign turns traditional brand approaches to marketing on its ear, said Tom Kunz, senior vice president of digital at PNC.
The campaign starts with learning about customers and prospects. The bank has an audience management platform on its Web site that tracks non-personally identifiable information about visitors and develops segments. It adds in data about online shopping habits from various sources and combines it with financial information like investments and credit information and creates a demand management capability.
The bank then goes to online sites, publishers it calls them, and it can articulate what messages it plans to deliver to specific segments. Then it uses response data to see how the campaigns impact business.