Bracken: Appealing To The MySpace Generation - Web-based Social Networking Is Coming To Banking, And Marketeers Must Learn To Talk To Exploit It, Writes Marian Salzman.

Banker, The, September, 2007 by Salzman, Marian

Byline: MARIAN SALZMAN

While all of commerce is experiencing an unprecedented acceleration of change that is shaking business to its core, the banking industry faces more top-to- bottom change than almost any other sector.

Banking is in total evolution. The composition of the world's population is changing and the divide between the haves and the have-nots is growing. In terms of new fundamental questions, we have not seen anything yet. Buckle your seat belts - the ride will be joyful but speedy and turbulent.

First, how to market to and deal with clients who are discovering revolutionary new ways to aggregate as audiences and who are increasingly empowered to interact with brands in new ways. This is a long way from the conventional view of...

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