If you have visited a bricks and mor-tar bank location in the past few years, you may have noticed it is very quiet in there. Why? Online banking has be-come so prevalent that fewer and few-er customers feel the need to actually go to a bank. For Millennials, mobile banking is essential. Banks need to assess the demographic market they want to attract and plan accordingly.
The online site Statista reports that a 2018 survey found that 69.3 percent of Millennials used mobile banking. In contrast, only 24 percent of Baby boomers used it. Mobile banking of-fers flexibility and convenience to bank consumers, who wish to carry out financial transactions outside of traditional bank branch hours and from any location.
With that trend comes a requirement that banks place a priority on content that will make them stand out from their competitors. They must ensure a positive, convenient user experience.
Ken Newman, CEO of DMA (Digi-tal Marketing Agency), explains that financial institutions musts prepare for mobile first indexing. We no lon-ger live in a world where mobile site is optional or a limited mobile site is sufficient. Information from Google indicates that mobile-first indexing means Google will predominantly use the mobile version of the content for indexing and ranking. Historically, the index primarily used the desktop ver-sion of a page’s content when evaluat-ing the relevance of a page to a user’s query. Since the majority of users now access Google via a mobile device, the index will primarily use the mobile version of a page’s content going for-ward.
Newman also states that Google tran-sitions sites slowly to ensure a good experience for site owners and users. Following are a few examples of best practices recommendations provided by Google:
- Your mobile site should contain the same content as your desktop site. If your mobile site has less content than your desktop site, you should consider updating your mobile site so that its primary content is equivalent with your desktop site. This includes text, images (with alt-attributes), and videos.
- Structured data should be present on both versions of your site. Make sure URLs in the structured data on the mobile versions are updated to the mobile URLs.
- Make sure the load time for your site is less than 2.9 seconds (the average time a visitor is willing to wait before they bounce)
- Make sure all of your location infor-mation is correct on Google as the search relies on accurate information to make a decision on whether or not we want to drive there, hours of oper-ation, various banking services such as lending or ATM access.
For banks and credit unions, a compre-hensive digital marketing plan with an emphasis on mobile is becoming ever more important in an evolving digital landscape with emerging generations of new users.
About DMA (Digital Marketing Agency): DMA has offices worldwide. An experienced staff of 30 experts identifies and solves online marketing issues for businesses who want to ef-fectively market their services online. The Naples office is located at 3510 Kraft Road.
For more information on DMA’s team and services, call 800-569-2754 or visit: DigitalMarketingAgency.com