Bank survey reveals need for training

Shifting employment trends have bank marketers calling for more training, according to an American Bankers Association survey.

In response, ABA expanded its training to prepare nonbankers for the bank-marketing field and keep experienced financial services professionals competitive.

"These days, new marketers aren't just new to the bank, they are new to banking," said James H. Donnelly Jr., dean of ABA's School of Bank Marketing and Management, who helped develop the certification program. "We've developed a diploma and a certification program for those who want to stay current in the practice of marketing as well as the business of banking."

In March 2002, ABA Marketing Network surveyed more than 1,400 financial marketing professionals. Results from those who responded show a decrease in the amount of banking experience a marketer may have coming into the banking industry.

Of marketers with up to two years' bank marketing experience, 69 percent came from another industry.

Of those within the two- to five-year experience bracket, 42 percent came from another industry.

Of those with six to eight years' experience, 36 percent came from another industry.

Of those with eight to 10 years' experience, 35 percent were from another industry.

"CEO's are looking for seasoned marketers with a fresh perspective that is sales-oriented in nature," said Brenda Marlin, associate director of the ABA Marketing Network. "We train marketers of all backgrounds to show a real return on marketing dollars spent in the bank."

The marketing diploma prepares entry-level and junior-level employees for their careers in bank marketing. It is designed for bankers who are new to marketing, responsible for selling products and services, or responsible for retail banking.

The Certified Financial Marketing Professional designation indicates expertise of financial service marketers in financial principles, laws and regulations, market research, characteristics of marketing plans and marketing components. After its launch this fall, the ongoing certification program will keep experienced professionals current on changes in the industry.

The ABA Marketing Network has more than 1,200 members from across the country and more than 30 countries worldwide.