How a Modern CMS Saves Bank Marketing Teams From IT Dependence and Increases the Efficiency of Operations
According to Deloitte’s „Digital Banking Maturity 2024” report, the most digitally advanced banks are investing in tools that give marketing teams full autonomy over content management. Unfortunately, in Poland, many financial institutions still rely heavily on IT for this, resulting in slower campaign rollouts and limited room for experimentation
In this article, you will learn why content management remains a challenge in banking and how a modern CMS built for financial institutions can support greater marketing autonomy. We’ll also explain how these solutions can help create more valuable content, without increasing the budget.
Why Marketing Agility Matters a lot in Banking
The ability to respond quickly to evolving customer expectations is an advantage in any industry, and it’s even more critical in the financial sector. Tailoring messages to a specific audience strengthens customer relationships and boosts engagement. To achieve this level of agility, banks need modern technologies, and an advanced CMS is a key part of that toolkit. With the right system in place, banks can efficiently manage content and, as a result, effectively achieve their business goals and take care of their customers.
How Fast Market Response Impacts Bank Performance
According to a McKinsey report, an increasing number of customers expect instant, personalized communication across digital channels. Over 70% of financial institutions in Europe say personalization is fundamental to building customer loyalty. Banks that adopt these strategies report higher customer satisfaction and engagement, and, as a result, increased revenue. Institutions that can’t quickly respond to changing preferences risk losing their customers and incurring financial losses.
Why Marketing’s Dependence on IT Is a Problem
In the traditional banking model, marketing teams must consult IT before making content changes. When the IT department is focused on other priorities, even minor updates can take weeks to implement.
The Hidden Costs of IT Dependency
While collaboration between marketing and IT is important, excessive reliance on technical teams can severely limit marketing efficiency. In many banks, content management still requires IT specialists to execute most changes, which slows down processes and prevents agility. With shifting customer needs, evolving regulations, and growing competitive pressure, marketers need the ability to react independently: to make changes, run tests, and personalize messages in real time.
Common Challenges Faced by Marketing Teams Without Full Content Control
Delayed campaigns
Every change to a webpage or app must go through IT, prolonging time-to-market and reducing campaign effectiveness.
Inability to test and optimize quickly
IT dependence makes it difficult for marketers to iterate and improve content. In contrast, advanced CMS platforms offer built-in A/B testing, enabling rapid experimentation and performance analysis.
Lack of agility in responding to market changes
Shifts in regulations, rates, or customer preferences often require immediate content updates. Without flexible content management, outdated or inconsistent messaging can damage credibility and customer trust.
How a Modern CMS Helps Banks Increase Marketing Autonomy
According to Accenture’s Top 10 Banking Trends for 2024, a modern CMS can boost productivity by 20–30% while significantly reducing campaign execution time.
Key Features of a Modern CMS:
Intuitive content editor – Enables marketers to manage webpages and landing pages independently, without writing code.
Real-time testing capabilities (A/B testing) – Allows marketing teams to evaluate different campaign variations on the fly and optimize based on performance.
Content personalization – Supports personalized messaging for specific customer segments, creating higher conversion rates.
Fast integrations – Today’s CMS platforms integrate easily with marketing automation tools, PIM systems, and analytics platforms, improving workflows and enabling smarter operations.
AI in CMS Platforms
Accenture also highlights the growing role of generative AI in marketing. By automating content creation and personalization, generative AI can increase marketing team productivity by 22–30%. Banks adopting this technology have reported revenue growth of up to 6% through more targeted campaigns.
Personalization alone can help banks boost customer loyalty by 15–20%. CMS capabilities like dynamic content adaptation build deeper, more engaged relationships with their audiences.
Benefits of a Marketer-Editable CMS in Banking
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Can marketing in banks generate real value instead of being just a cost?
A modern CMS designed for banks, like e-point CMS, helps marketing teams to react quickly to market changes, continuously refine messaging, and directly contribute to revenue growth. With the right tools in place, marketing can create measurable improvements in key performance indicators and deliver real business value
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