LAS VEGAS — A strong mobile strategy could give credit unions anadvantage over banks that have more physical branches and ATMs.

That's according to Sundeep Kapur, digital strategist at AlliedSolutions LLC, a technology services firm based in Carmel, Ind.

“Build up your mobile strategy,” he told attendees during aFriday session at NAFCU's Annual Conference.

Kapur said virtual branches that are accessible via mobiledevices are the future for financial institutions.

“Many people do not go to a branch now,” he noted.

Kapur cited the Starbucks app as a prime example of a quick andeasy mobile experience for consumers.

He encouraged credit unions to invest in analytics, which would allow them tosend targeted offers tailored to consumers' spending habits.

“Start using search engine speak, not .pdf files on yourwebsite,” Kapur suggested, adding that Google cannot read text onlocked .pdf files.

Kapur cautioned against credit unions spending a lot of money onsearch engine optimization companies.

“If you spend money on search engine marketing, be carefulbecause many consumers do not click on the paid link,” headvised.

Kapur told credit union leaders to remember that everybody isusing mobile technology, not just young people.

He named Delta Airlines as an example of a company that usedmobile updates effectively by sending information such as gatechanges to customers.

Kapur suggested that credit unions could send mobile alerts toits members about interest rate changes and financial services tokeep them informed.