In advertising communication, financial enterprises should find appropriate ways to impress consumers' core interests and communicate with customers. The appeal point of advertising should not be too monotonous, but should be differentiated and diversified. In the aspect of advertising strategy, it can be targeted at the target market and people, with accurate delivery and high-density bombing; It can also be widely covered to enhance the brand and popularity.
In addition to regular public relations activities and advertising, financial institutions can also combine important events and social hotspots to spread. Taking advantage of the trend can help financial institutions to promote brands quickly, and then promote the promotion of product business.
Another problem in the practice of financial marketing is that the deep media resources are not fully tapped, and the resource positioning, user attention and advertising content are not unified. Only by fully tapping the resource position concerned by media users and coordinating appropriate advertising content with related resources and users can we maximize the communication effect.
According to past experience, one of the main contradictions in the spread of financial industry is the contradiction between the professionalism of financial knowledge and the popularization of public demand. Financial practice has a professional embodiment, and the public needs to understand and practice financial services in a simple way. Financial institutions should make full use of easy-to-understand forms to inform and realize services in communication.
New media opportunities Interactive and experiential online advertising enables financial enterprises to communicate with users directly and instantly, which not only provides convenience for customers, but also feeds back information in time, quickly and conveniently customizes personalized financial products for specific target customers, and uses this information to build a huge and effective resource base.
At the same time, Internet companies and financial institutions should have in-depth communication and better docking. On the basis of the continuous improvement of their professional level, it is a requirement for online media to establish a good communication mechanism and communicate more. For example, He Xun. Com's marketing team is divided into industries, such as banks, funds, insurance, foreign exchange and futures. The purpose is to make marketers specialize in division of labor, be familiar with various financial fields and industries, and connect with financial institutions at various specific business levels.
In the past two years, Hexun.com and major financial institutions have been trying various marketing forms, and the financial marketing practice is characterized by innovation, integration and deep cooperation with new media. When the cash management business of CITIC Bank was promoted, it was spread by opening a new "cash management" area on Hexun.com, supplemented by cartoons. This cartoon is based on the legend of Wulin, which is popular, funny and easy to understand.
And embodies the characteristics of communication.
Future development trend
The basic concept of financial marketing has begun to affect all aspects of China's financial activities, and it is more and more extensive and in-depth. It can be clearly sorted out that China's financial marketing practice will present the following development trends:
First of all, financial marketing will realize the trend from regionalization to nationalization and even globalization. This is closely related to the characteristics of the financial industry and global economic integration.
Secondly, financial marketing will achieve a leap from quantity to quality, so the focus of business development must be on customer service. It is necessary to understand the individual needs of customers, design and provide products and services from the customer's perspective, and gradually realize personalized combination to meet the differentiated needs of different customers. Only in this way can we achieve a qualitative leap in financial marketing.
Third, from the administrative and their own advantages into their own brand strength. China's financial enterprises are inseparable from the support and management of the state and the government. In the past, most financial enterprises had administrative or industrial monopoly advantages. We should make full use of these advantages, turn them into business models and energy, and then shape the "brand power" of financial institutions. The rapid development of China Merchants Bank, Ping An Insurance and other joint-stock financial enterprises began to challenge the monopoly position of state-owned financial institutions. Therefore, the marketing strategy should go deep into financial enterprises.
Fourth, differentiation and customer awareness will become the dominant direction of financial marketing competitiveness. It is necessary to guide differentiated services, and at the same time, take customer cognition as the leading direction of financial enterprise marketing. At present, the homogenization of financial products in China is very serious, and there is a trend of high concentration. Without differentiation, the brand can't be deeply recognized by customers. The methods used by China and European and American enterprises in brand building run counter to each other: China enterprises become famous first, form association, then form cognition, and finally realize differentiation; European and American enterprises differentiate first, then associate, form cognition, then expand popularity, and finally determine the image in the eyes of customers.
Modern financial institutions, such as banks, can open their business halls to customers' doors and shorten the physical distance between them, but the distance between financial institutions and customers is not measured by physical distance, but by psychological distance. Narrowing the psychological distance with customers is the leading role of marketing.
Fifth, we should base ourselves on internal marketing. As a service-oriented enterprise, financial institutions should provide guidance and training on marketing concepts, ideas and methods for their internal employees. The reason is that all employees who deal with customers on behalf of financial institutions are front-line employees, and their image, attitude, quality and service details will have an important impact on customers. Good service depends on the understanding and implementation of the service concept. Internal marketing should be done before external marketing.
Finally, be good at using social and public welfare activities to strengthen brand marketing. When an enterprise develops to a certain stage, it should consider the return to society. This social image will intensify customers' cognition and recognition of the enterprise. Financial institutions strengthen their brands through investment, education and public welfare activities, which plays a boosting role in financial marketing as a whole.
Financial marketing is a subject that needs to be studied continuously, and the Internet is a platform for unlimited innovation. Learning and trying the new achievements of financial marketing on this open platform will create endless fun and miracles.
At present, most financial institutions will choose to put advertisements on the home pages of Internet and news, stock and fund channels, but they have not tapped deep resources such as Internet professional channels. For example, the secondary channels or columns such as "data" and "traffic analysis" of the stock channel, the data pages such as fund net value inquiry and fund rating of the fund channel account for 50% of the total channel traffic, and the advertising is more accurate and the effect is no less than the home page.
In the fierce modern financial competition, financial marketing has played a huge role, which is helpful to improve the management level of financial institutions, implement intensive management and cope with the complex and changeable market environment. It can be said that effective financial marketing is a necessary choice for financial institutions to improve their competitiveness.