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It’s no secret that the movement of mobile technology to an increasingly shrinking screen size – and now to wearables and screen-less virtual assistant technology like Alexa – have posed considerable challenges to credit unions. Credit unions are known for being community-focused and developing relationships rather than for being cutting edge and tech-savvy. When we think about these challenges, we might be tempted to mostly consider them from a user experience perspective – concerns such as the expense and effort involved in choosing and constructing a digital banking platform, or how to make the platform aesthetically desirable enough for credit union members to download, adopt and integrate into their banking habits. However, I would like to suggest that an aspect of omnichannel banking credit unions aren’t considering enough is how it can improve their ability to market across all digital contexts.

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