Surveying the land.

• Author: Marlin, Brenda
• Position: Marketing Edge - Brief Article

Once every two year, we have the opportunity to survey bank marketers to see how their budget trends compare to those of their peers. This report always reveals some interesting patterns. Overall, it seems as if there are not many--only 17.8 percent--who are measuring return-on-the-marketing investment (ROMI). One of the reasons for this could be that it is just downright difficult to come up with the exact way to calculate it.

As we focus this issue of Marketing Edge on ABAMN's council members--our newest ABAMN Council Chair, Peggy Hudson. CFMP, senior vice president and marketing director of American Trust and Savings Bank, Dubuque, Iowa, addresses the need for awareness on...