Marketing Lessons From the Regional Banking Crisis

Social Media and Gen Z Usher in a New Era for Trust in Banking

Report by Tyler Brown  | May 4, 2023
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Table of Contents
Report Snapshot
Rethink digital engagement.
Prepare for the rise of Gen Z.
Anticipate and counter fear.
Build trust as a buffer against crises.
Be the first bank consumers think of.
How should banks’ marketing tactics change?
Sources
Media Gallery
About This Report
In an era of instant, interconnected, and always-on communications, nervous customers can quickly become an existential risk to banks. They need a new marketing framework to anticipate and manage a crisis.
Topics
Banking
Marketing Tactics
United States
Table of Contents
Report Snapshot
Rethink digital engagement.
Prepare for the rise of Gen Z.
Anticipate and counter fear.
Build trust as a buffer against crises.
Be the first bank consumers think of.
How should banks’ marketing tactics change?
Sources
Media Gallery

Report Snapshot

The rapid March 2023 collapse of Silicon Valley Bank (SVB) and Signature Bank—combined with the panic that spread through social networks—tested customer trust and loyalty in regional banks. None were ready to react as the rise in interest rates, decline in deposits, and fall in the value of their securities put them on thin ice. And First Republic’s failure just days ago shows that the test may not be over. Banks’ marketers can draw lessons from this experience to prepare for future crises.

Key Question: How should marketing strategies change during a crisis of customer confidence?

KEY STAT: Commercial bank deposits fell by nearly $497 billion between February and April 2023 as panic consumed depositors. That represents over half of the drop seen between April 2022 and April 2023.

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Table of Contents

  1. Report Snapshot
  2. Rethink digital engagement.
  3. Prepare for the rise of Gen Z.
  1. Anticipate and counter fear.
  2. Build trust as a buffer against crises.
  3. Be the first bank consumers think of.
  1. How should banks’ marketing tactics change?
  2. Sources
  3. Media Gallery

Charts in This Report

US Adult Social Media vs. Mobile Banking Users, 2022-2026 (millions)US Social Network Users, by Generation, 2022-2026 (millions)

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authors

Tyler Brown

Contributors

Caitlin Cahalan
Researcher, Financial Services
Eleni Digalaki
Principal Analyst
Tiffani Montez
Principal Analyst, Banking
Kelsey Voss
Principal Analyst