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.
-
‘Multiplier effect’: Lower match rates in data clean rooms are being given a much-needed boost
Publishers looking for a bit of good news in their search for sustainable ways to scale their data sans third-party cookies may have got some thanks to data clean rooms.
-
Why a gaming and esports company is launching its own metaverse platform
Although Infinite Reality is a self-described metaverse company, the majority of its properties are situated firmly in the gaming and esports space. By developing a bespoke metaverse platform, the company is betting big on the thesis that the metaverse will arise out of the gaming community.
-
‘I faked it as hard as I could’: How Mojo Supermarket’s founder broke the Madison Avenue-style advertising mold
Mojo Supermarket founder Mo Said left the big agency world and bet on himself.
-
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Matthew Tilley, executive director, marketing, Vericast With the holidays right around the corner, the economy may force some consumers to adjust their plans and stretch their dollars even further. While some shoppers may rein in their spending, others will still go all out despite a cloudy economic outlook. Given the current economic climate, consumers are […]
-
As the economy wobbles, advertisers and publishers at the top end of the market go more and more direct
Whenever markets are thrown into disarray, there’s usually a flight to quality and scale – the two things premium publishers pride themselves on.
-
‘The worst of both worlds’: Confessions of an agency HR exec on the push and pull of returning to the office
In the latest edition of our Confessions series, in which we exchange anonymity for candor, we hear from an agency HR exec on the current Catch-22 situation many employers find themselves in.
