Traditional and digital marketing truly comes down to understanding member behavior. Alan Bergstrom, chief marketing officer for the Farmington Hills, Mich.-based Community Choice Credit Union, during an interview with CU Times, discussed what's ahead for credit union marketing executives in 2017. For Bergstrom, he believes 2017 will be a bigger leap into the digital space.
 

"People will continue to spend more time online, whether it's on their smartphone or on their tablets," Bergstrom said. "And we need to be where they are. So, we've got to be more digital."

Looking back on 2016, Bergstrom noted that his credit union made a specific choice to combine the traditional marketing spaces, such as newspapers, and the digital spaces, such as social media. "We learned pretty quickly that, as a credit union, you can't have the same marketing messages for both because the audiences are different."

He added that this is where studying member behavior and patterns comes in useful for creating a successful marketing strategy. "We have to be pretty adept at having a variety of different messages and communications that are going to get their attention."

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Michael Ogden

Editor-in-Chief at CU Times. To connect, email at [email protected]. As Editor-in-Chief of CU Times since 2016, Michael Ogden has led the editorial team in all aspects of content strategy and execution, including the creation of the publication’s exclusive and proprietary research database of the credit union industry’s economic landscape. Under Michael’s leadership, CU Times has successfully shifted to an all-digital editorial product with new focuses on the payments, fraud, lending and regulatory beats. Most recently, he introduced a data-focused editorial product for subscribers that breaks down credit union issues into hard data, allowing for a deeper and more factual narrative for readers. In 2024, he launched the "Shared Accounts With CU Times" podcast, which offers a fresh, inside-the-newsroom perspective through interviews with leaders from the credit union industry and the regulatory world. He dives into pressing credit union issues, while revealing the personalities working behind-the-scenes to push the credit union world forward. His background includes years as a radio and TV anchor/reporter and a public relations and digital/social media manager, where he covered the food and music industries, as well as cooperatives and credit unions. Over the years, he has launched numerous exclusive video and podcast series, including a successful series of interactive backstage interviews with musicians at music festivals, showcasing his social media and live streaming production skills.

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