Inside Chase’s marketing strategy

In the three years that Karna Crawford has been working at Chase, it’s been going through some major changes.

Crawford, the bank’s head of marketing strategy and digital, said that transformation is being moved by largely by the work of financial technology startups and the contributions they’re making to financial services through digital investment products, digital consumer banking products as well as solving small banking challenges with new technology.

“It has forced us as a leading large-scale bank to think differently about how we’re connecting with consumers, how we’re thinking about the consumer experience and how to increase the mindset of how we think about innovation and a holistic integrated customer experience,” she said at an event Tuesday hosted by the The Advertising Club of New York

Here are five ways the bank’s marketing team is adapting to changing customer behavior in a digital landscape.

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