High interest rates and a downmarket reputation don’t usually make for good marketing. But online lender Bond Street is trying to turn that messaging around with a content marketing strategy that focuses more on user experience than the nitty gritty.
“That’s really helped us organically build a reputation within certain industry categories and geographies,” said Michael Jones, director of community development at Bond Street. “We’ve concentrated our efforts towards initiatives in which we can serve as both an advocate and resources to small businesses.”
Many small business lenders strive to build a community by creating products and services to help people beyond just a transaction, said Ian Benton, an analyst in Javelin Strategy’s small business practice. And it’s not just the nonbank lenders. Banks are just as focused on the customer relationship, which was once built and developed in person around a transaction. Technology has widened the gap between the borrower and the lender so much so that the lending industry is almost entirely commoditized and shopping for lenders is easy.
“Customers don’t need to have the previous relationship, so banks and fintech providers are looking for reasons to strengthen those customer relationships,” he said.
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‘No one’s going in blind’: Brands are bringing gaming and esports in-house
Brands like AB InBev, Nike, Adidas, Puma, Red Bull, PepsiCo, Manchester City, KFC have set up — or are setting up — specialist teams or roles for esports and gaming.
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‘Going viral is not a strategy’: How Hotwire is leveraging online video and TikTok to reach its younger audience
To get in front of its new Gen Z audience, Hotwire is turning toward online video, with an emphasis on TikTok.
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‘There has to be an authentic manner in which you approach our fans’: T1 CEO Joe Marsh on brand partnerships in gaming and esports
Digiday reached out to T1 CEO Joe Marsh to learn about the philosophy and strategy behind the organization’s brand partnerships.
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SponsoredHow the ad industry can use its borrowed time to future-proof first-party data solutions
Trent Lloyd, co-founder and head of brand solutions, Eyeota Google’s updated timeline for its Privacy Sandbox rollout, including its two-year delay of third-party cookie deprecation on Chrome, didn’t come as a surprise to many industry observers, given the limited utility of Google’s FLoC and the slow momentum of the Privacy Sandbox in the World Wide […]
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‘Work as a set of activities, not a place’: How companies reducing the office footprint are reallocating capital
As many firms shrink their space, they are reinvesting in their tech infrastructure, in particular services that facilitate hybrid work and wellness.
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Member ExclusiveMarketing Briefing: Ad execs and marketers say this Olympics has ‘lost its luster’
The typical global fervor for the Olympics is lacking this year, making it less of a marketing must than in years previous. More in this week's Digiday+ Marketing Briefing.
