Pub. 5 2017 Issue 1

Issue 1. 2017 15 T he value of maintaining physical branch locations has been a hotly contested topic for years as more and more cus- tomers move their banking activities online and even to their phones. Banks have been responding to market demand by focusing investments on online and mobile banking applications that enable everything from basic balance checking to check deposits and payments. Yet, despite the large shift towards digital banking, branches are still considered a vital source for attracting deposits to banks, particularly retail deposits, which remain the primary funding source for most community banks. Attracting Deposits: The Marketing Value of Branches By Glenn Martin Regional Director, Promontory Interfinancial Network  Attracting Deposits — continued on page 16