Q&A: Alison Mittelstadt, VP of marketing, E-Trade

Share this content:
Q&A: Alison Mittelstadt, VP of marketing, E-Trade
Q&A: Alison Mittelstadt, VP of marketing, E-Trade

Alison Mittelstadt, VP of marketing at E-Trade Financial Corp., discusses how it approaches social media given regulatory obstacles. 

Q: E-Trade has buttressed its advertising with the "Talking Baby" campaign. How has that enabled you to use your YouTube channel as a social marketing tool as opposed to simply a video content storage facility?

A: We've encouraged people to make their own versions and to copy and post our spots as their favorites on their own YouTube channels. We see a lot of derivative copies of our own spots around the Internet, and that has helped for virality of this campaign.

Q: I imagine a primary challenge for E-Trade's social media marketing is regulation. How do you approach that challenge?

A: It's probably our number one challenge. In accordance with the Financial Industry Regulatory Authority's rules governing social media, most of everything that we post on any social network has to be preapproved. That definitely hinders our ability to respond to consumer queries and questions and engage in a true real-time dialogue.

But by anticipating a lot of the commonly asked questions, we are able to have a body of work that is preapproved and enables us to accommodate a spontaneous approach without actually being able to have a true two-way, real-time dialogue.

Q: Do your customers understand that, because of the regulations, E-Trade can't respond to all queries as quickly as they might like?

A: I think the fact that we've opened up our walls so consumers can engage with one another, that's in many ways lessened the need and the imperative on us as the brand to respond in real-time, because consumers are in fact engaging so frequently with one another that they're answering each other's questions. 

We try to be current. If we see that there are series of questions on a particular topic, we will do our utmost to get some sort of response out to the market as quickly as we can.

Q: Are you seeing different consumer demographics when you use your social media channels?

A: The YouTube channel aligns very well with our demographic. It surprisingly skews older and more male. Facebook is very similar. When we first launched our Facebook fan page, we actually did a paid media campaign and we targeted male consumers primarily in that first outreach. 

Our E-Trade Baby Facebook page, however, skews more female and slightly younger, so that has also been a revelation to see that difference. There are very distinct audience segments because we have more than 85,000 "likes" between the two Facebook pages combined. I think that's a good thing because it gives us a wider audience and net to cast.


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above