NOVEMBER -2022MARTECHOUTLOOK.COM8IN MY OPINIONMelissa Power, Director of Digital Marketing and Branding at SouthState, has more than 30 years of experience in Marketing and Communications, with a concentration in financial marketing at SouthState for the last 17 years. She is a graduate of the University of South Carolina where she received a degree from the School of Journalism and Mass Communications. Melissa is also a graduate of the ABA School of Bank Marketing and Management and has been recognized for her achievements in Advertising, Branding and Public Relations.HOW TO SUCCESSFULLY NAVIGATE A DIGITAL MARKETING TRANSFORMATIONBy Melissa Power, SVP, Director of Digital Marketing and Branding, SouthState BankToday, for businesses to not only thrive, but survive, they must learn to be innovative, data-driven, and forward-thinking. Over the last several years, SouthState Bank has invested time and resources to digital transformation. What started as a website redesign uncovered the need to create a deeper, customer-centric experience. The idea was to personalize it to help clients take data-driven decisions. Evolving to digital-first marketing is a critical first step in connecting with the right people, with the right message, at the right time and place. While doing so may seem like a huge undertaking, it will allow your organization to be fast, flexible, and efficient with your overall marketing investment. Here's how to get started.GET ENTERPRISE-LEVEL BUY-INBefore you begin any monumental change within your bank, you're going to need total support from leadership. While your team might be on board, transforming the way your company is connecting with customers is going to require time, money and resources. Consider coordinating a Digital Steering Committee; they will campaign in favor of your shift to digital marketing and work to ensure the benefits of the transition are understood. BUILD A TEAM COMMITTED TO YOUR DIGITAL TRANSFORMATIONYour team is the supporting structure of all marketing efforts for the bank; delegating essential roles and responsibilities is vital to the success of your digital marketing goals. The size of your team should be scalable with the size of your company. Here are a few key roles to consider.· Digital Marketing Manager ­This individual develops the overall strategic roadmap, including campaign development and performance management. They should stay current on marketing technology, industry trends, and competitive analysis.· Digital Marketing Specialist ­ Think of a digital marketing specialist as your day-to-day technical guru. This person should know your marketing automation platform inside and out, implement digital marketing campaigns and work with various lines of business to assist with their marketing needs. · Webmaster ­ The webmaster on your team should be fluent in the Content Management System (CMS) your company Melissa Power
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