Spotlight on TD Ameritrade's CMO: Building a New Brand Identity in the Digital Age

ClickZ spoke with Denise Karkos, chief marketing officer (CMO) of TD Ameritrade, to understand how the financial institution is managing its brand to adapt to the digital and social age. According to Karkos, the company is starting to embrace content and very gradually shifting away from ads.

In this video, Karkos gives us a peek behind the scenes of how she is driving TD Ameritrade’s brand maturation. She tells us who the institution’s target audience is and how they reach out to them today, including on social channels – which brings her to share how content has become crucial for TD Ameritrade. Karkos gives ClickZ an indication of her digital marketing budget and how she sees it evolving in the years to come. Believe it or not, search is the bank’s primary budget spend at the moment, as each industry and organization embraces changes at its own pace. Finally, she tells us the importance of the mobile screen for TD Ameritrade’s clients and how it impacts her marketing approach.

Thank you to LinkedIn’s FinanceConnect conference for letting us speak to Karkos.