Of the many important lessons the COVID-19 pandemic has taught us, don’t overlook this one: Digital marketing and communication strategies are key for any business, even those in the financial services industry.

On this episode of the Digital Banking podcast, Prisma Campaign’s Chief Revenue Officer Ianai Urwicz discusses how critical it is for financial institutions to keep up with the ever-evolving marketing landscape.

Ianai’s perspective is rich with culture and experience.

Though born in Israel, Ianai moved to Latin America as a child and grew up mostly in Uruguay. He began his career in the telecom industry and worked for companies like AT&T and T-Mobile before eventually venturing into mobile payments and the FinTech ecosystem.

Now, Ianai serves as Chief Revenue Officer at Prisma Campaigns, the startup behind an agile omnichannel marketing tool specifically designed and engineered for financial institutions. Part of his work includes helping the company achieve its goal of creating the “Amazon experience while banking.” In other words, he works to leverage user data to create targeted campaigns across different marketing channels.

Ideally, all financial institutions, including credit unions, should use data and modern marketing technology to predict and support their members — but creating personalized marketing campaigns comes with its fair share of challenges.

Still, nothing is impossible.

Learn what approach financial institutions should lead with and how to create continuity across your digital and face-to-face messaging. Bonus: Find out how artificial intelligence can take your marketing campaigns to the next level.

⚡ Ianai says financial institutions must digitize marketing and communication methods to better connect with members. And with modern-day tools, it’s easier than ever for marketers to predict a member’s next move or truly understand their journey. As he points out, these tools provide “a lot of information and the ability for marketers to do their job well.”

⚡ Digital marketing is constantly shifting — but the key to sustainable value is to keep up with what people want to see. To Ianai, the excitement is in learning and trying to figure out the next challenge as well as “how we can reshape our technology to serve the newest generations.”

⚡ During the COVID pandemic’s initial onset in February and March, Ianai and his team saw a big increase in engagement across their marketing campaigns. The big jump — to nearly double last year’s average number of calls — indicates to Ianai that more people have gone digital as a part of society’s “new normal.”