ABA publishes 2004 bank marketing survey report.

• Position: Marketing Resources - Brief Article

What are banks that consider themselves "ahead of the competition" doing differently than other institutions?

There are four things, according to data contained in the new 2004 Bank Marketing Survey Report, these winner banks are more likely to have:

* A full-time marketing staff.

* A brand marketing strategy.

* A customer database that is used for marketing.

* Methods to measure customer loyalty and satisfaction.

These am just a few of the facts contained in the report, which was released this fall. The survey, which was conducted between March and July 2004, includes responses from 178 banks. These institutions represent a cross section of the industry. The survey assesses how banks budget for marketing activities and how different promotional mixes contribute to the overall marketing performance.

This year's survey...