Financial digital marketing gives birth to further breakthroughs

In the financial sector of the China Golden Rewards Competition, the number one digital interactive marketing company An Ruixin, sponsored by many financial marketers in East China participated in the "Target and Breakthrough" C 2011 Financial Industry Digital Marketing Symposium. On the afternoon of November 10, the hotel was held at the Portman Ritz Carlton Hotel in Shanghai. The seminar focused on digital marketing in the financial industry and promoted the development of financial digital network marketing. As the first financial digital marketing seminar sponsored by professional agency service companies in China, it attracted the attention of both the industry and overseas marketers.

Taking a holistic view, it has emerged from the current changes in financial consumer demand, channel congestion, the depressed investment market and increasingly homogenous products. Marketing has become an important means for all types of financial companies to open up markets and increase market share. Faced with the current fierce competitive environment, with the single marketing model and traditional marketing tools more and more difficult to adapt to the ever-increasing challenges of fragmentation of audience contact and socialization trends, deepen the concept of corporate digital marketing, and build effective financial figures The marketing operation model, and then continuously improving the effectiveness and efficiency of digital marketing, has become the common focus of many financial companies seeking to break through the bottleneck of market development. At this financial digital marketing seminar, core marketing personnel from the frontline of network marketing in various sub-sectors of finance examined the development status of financial digital marketing together with An Ruixin’s digital marketing experts and discussed the development of financial digital network marketing in the next phase. Trends, sharing of successful cases at home and abroad in recent years, and colliding and communicating on the marketing perspectives of all parties and the development trend of front-line operations.

Xu Si, deputy general manager of financial alliance Internet An Ruixinjie strategy, believes that now China’s Internet penetration rate has risen to 36.2%, although the stage growth rate and growth scale have declined compared to the past, but for the financial industry’s core target consumers. In terms of coverage, both in terms of scale and depth of coverage, C users' viscous use of online financial services has become an important area that cannot be neglected in the marketing, service, and even business development of various financial industries; if market development From an angle of view, the operation of the financial enterprise network market is one of the key elements of each future development. As we are not yet familiar with it, we will first of all be able to perceive the development of ubiquitous networks at the level of daily life applications. The use of digital networks in the marketing and service of the financial industry has been increasing relative to the status of traditional marketing and services. It is a development trend that the financial industry will not reverse. ... The current level of digital marketing in all financial sub-sectors is not the same. When many companies are still thinking about how to gradually increase based on the current level and keep up with the development of digital marketing, everyone knows that the market is actually left to upgrade for various companies. There is not much time for its own digital marketing. Once some of the leading financial companies in the market deploy digital marketing and service platforms based on overall strategic development, the latecomers will face even more severe market challenges than they Just as it is difficult to find an instant messaging tool with the same user size as QQ in China, the financial online service platform may also present the situation where the industry winner takes everything, not because of anything else, but because of stickiness. Consumer size, preferences, and brand trust. By that time, other companies would like to share the relevant market, the difficulty is evident.

The participants in the fund industry also talked about: The fund industry has also developed for thirteen years, and the cumulative amount of corporate marketing investment has also been considerable, but it is found that there are still a lot of consumers who do not know our brand, and even have no way of talking about brand associations. And remember it. Compared with some domestic and foreign successful digital brand marketing cases shared in the conference, companies need to increase their efforts to upgrade brand building in the digital environment as soon as possible. It is very necessary for agencies and the media to provide relevant help and support in a timely manner. After all, consumer brand trust will be one of the key nodes of future financial service competition.

According to the latest CNNIC data, the number of Chinese netizens has increased to 485 million. Among the mid- and high-end consumers with strong spending power that the financial industry is concerned about, the current digital network can already cover over 100% of the overall financial target population. More than seventy. It is already quite common for financial companies to use digital network marketing to enhance their brand awareness and influence, and expand services and business. However, with the continuous emergence of new network services driven by ICT development, the continuous fragmentation of consumer information contact patterns, the continuous opening of the brand information environment, and the continuous development of consumer-driven trends, the past has always been rational, serious and high-end. Although the traditional financial industry, which has shown itself as an image, has mostly started to touch the net, how can we construct an effective digital marketing framework and achieve an effective network marketing output? How should brand building under the network digital environment not only win the attention of the target audience, but also effectively promote the brand preference of consumers? ... related topics at the seminar continue to sensitize the participants to sensitive nerves, and bring everyone into deep thinking...

Follow the hot spots and establish the image Anyang Xinjie CEO Wang Yang Davy believes that when financial companies do network marketing, they first need to establish a reasonable annual marketing target according to their own characteristics, and then formulate an annual operational plan that can be manipulated around the stage goals. In order to realize the integration of annual digital communication and marketing operations and achieve the goal, in addition, as far as the financial industry is concerned, how to truly master the marketing operation from the perspective of consumers, and realize the corporate brand in a constantly improving and good user interaction experience Consumer communication and services, business promotion and implementation are important ways to enhance the effectiveness of digital marketing. Specific operations, may wish to consider including micro-video communication, small games, mobile LBS, event marketing and other methods, brand information will be cleverly implanted in the relevant content experience, so that the target consumers in the joy of experience subtle Constantly contact with our brands, products and services, thereby enhancing goodwill and willingness to buy, triggering purchases. In addition, innovation has always been an important key word for the development of the Internet. People want to continue to be exposed to new things with perfect innovation and creative experience. The use of excellent creative ideas and advanced interactive technologies in digital marketing will undoubtedly win the majority of financial consumers. More attention and preferences.

For online media, products of financial customers are often “professional” for the general public, and it is difficult for the audience to form deeper attention and cognition within a short period of time. There are more young and middle-aged people in the Internet. They are usually reluctant to accept regular or educational communication methods and pay more attention to participation and interaction. Therefore, customers' product function points and interest appeal points can be embedded in online behaviors that meet consumer needs, such as packaging planning for next year's hot events (such as: London Olympics), taking the opportunity to ride a ride, so that the audience involved in interactive In the process, we accept information subtly and deepen our understanding so that we can continue to realize our marketing needs.

At the meeting, Mr. Wang Yang more refined the current network marketing of the financial industry by using 30 words to summarize: "Advance in stress, adaptation in exploration, development in soundness, innovation in thinking, operation in scattered points, innovation leading ". His precise insight won universal recognition in the participants’ hearty smile. As the forerunner of China's financial digital marketing agency services, the seminar has enabled digital marketing elites from various financial sub-sectors to deeply feel the dedication, focus, and leadership of An Ruixinjie in the financial digital marketing field.