In response to increasing competition from Neobanks, unicorns and FinTechs, traditional banks are looking to build-out their digital edge. Additionally, with regulation now driving further innovation through open banking directives (PSD2), the disintermediation threat from emerging players becomes even more pointed. Traditional banks are looking at this hyper-competitive landscape and reassessing how to digitally drive customer advocacy while creating connectedness and personalisation across their digital channels. A key enabler for this is digital marketing and engagement strategy. The way to do is to establish a genuine dialogue – a conversation that can take place at least partly via digital channels – with the customer.