You Can Bank on It
If the thought of banking brings to mind stodgy institutions that haven’t entered the Web 2.0 world, you’ll have a different perspective when you read our cover story.
In this issue, we feature Wells Fargo, the archetypal American bank whose name is forever linked with the image of a six-horse stagecoach thundering across the American West, loaded with gold. Wells Fargo — at more than 150 years old — might be one of the oldest banks in the country, but when it comes to Web 2.0 tools, it’s acting more like an entrepreneurial startup.
The San Francisco-based Wells Fargo is the first U.S. bank to have a blog. It now has five, as a matter of fact, and has experimented with virtual communities such as MySpace. It even has a vice president of social media.
All of these initiatives have helped Wells Fargo create an open dialog with its customers and prospects. And while it might go against the grain of a large, public company to facilitate public “conversations” with customers, it made perfect sense to Wells Fargo.
Why? According to Tim Collins, senior vice president of experiential marketing at Wells Fargo, “We have a philosophy that we want to serve our customers when and where and how they want to be served. More and more consumers are consuming social media, so we want to be there.”
What, dear reader, can you learn from Wells Fargo and its use of social media and Web 2.0 tools? For one, always be where your customers are. If you find they’re making use of blogs and sites like MySpace and Facebook, don’t be afraid to experiment with marketing there.
Our New Columnist
eM+C is proud to introduce our new “15 Minutes Ahead” columnist, Mark Taylor, chief marketing technology officer at Wunderman, a leading marketing services firm. We’re excited to have his keen, expert insight and elegant way with words in every issue. In this issue, Taylor tackles on-site behavioral targeting; in the March/April issue, he’ll talk about online ad networks.
This issue also offers two new columns (eView and eAnswers) and a new department (WebWatch). In eView this month, affiliate marketing expert Shawn Collins offers his views on the current state of that industry. In eAnswers, eM+C’s band of merry experts offers advice to readers on Web site design and editorial integrity. And, in WebWatch, Bryan Eisenberg of Future Now offers a critique of Store.Apple.com.