Bank of America is shifting its focus away from mass reach and towards greater relevance – and is reducing its reliance on digital "walled gardens" as part of this process.
"For so long, this business was about scale," Lou Paskalis, BoA's SVP/Customer Engagement and Media Investment, explained at CES 2018 in Las Vegas.
"It's now about 'scaled engagement': We'd rather have 100,000 engaged people than ten million exposed people."
The main benefit of this strategy: The brand can connect with individuals who genuinely are interested in hearing about financial-services products,...