It's not that most people aren't interested in money; it's just that most people aren't interested in banks. Many consumers view banks as being much the same – similar products, access points, experiences, and behavior. Overcoming this lack of differentiation and overcoming a human being's natural inclination toward inertia are daunting challenges for bank marketers. Used properly, digital marketing has the potential to help banks reposition their brands, rebuild the trust, and reach consumers in unique and effective ways. In this session we'll discuss the promises and perils of digital marketing, including how smart banks are thinking about the online channel (hint: Not just about cost reduction); strategies for driving traffic, improving engagement, and creating brand loyalty; and the importance of thinking "beyond the browser."