Marketing in Taiwan Province, banks should follow suit to do marketing in Taiwan Province?

In the Internet era, big data has penetrated into all aspects of life, and the changes in the financial industry have quietly come. Changing marketing methods and building marketing centers are effective strategies to solve the traditional marketing dilemma of financial institutions. The first two articles focus on the abilities that Taiwan Province should have in bank marketing, and deeply analyze the user operation and content operation abilities among the eight abilities. We then shared its activity operation ability and business integration ability, hoping to help everyone. Activity operation ability (the third analysis of the middle-office ability of bank marketing) Activity operation is an important part of the marketing system, and the whole process of reaching, activating, retaining, transforming, recommending and customer marketing can not be separated from diversified marketing activities. In order to meet and support the marketing needs of various business departments, the marketing center needs to provide flexible and configurable marketing activity support functions to facilitate the rapid creation of activities in the marketing process. Marketing activities should be as modular and templated as possible, and the most flexible way is to quickly build the front-end and back-end logic of activities through various components like Lego bricks. On the one hand, the products and services of various business departments are different, which requires higher flexibility and adaptability of activities. Secondly, the bank's marketing needs to be closer to the scene and hot spots, so that the agile output can adapt to the changing market requirements. The marketing platform's support for activities should not only meet the requirements of short frequency and fast front-end output, but also meet the complex and changeable business rule definitions, and also meet the interface service requirements of WeChat official account, enterprise WeChat, mobile banking and other platforms, and support the activities jointly released by multiple platforms with the underlying architecture. Case: There are many choices for special guests to draw a lottery, such as breaking golden eggs, big turntable, opening blind boxes, scratching music and so on. The marketing center needs to make these basic lottery methods into independent components, which can be set up conveniently and quickly when creating activities. The activity template library in Yingdong marketing platform and the lottery component library in Yingdong marketing platform take this lottery as an example. After determining the lottery method and home page, we need to consider the flexibility of the lottery rules. In business, it is necessary to determine the prize pool that can win prizes according to different customer groups, or to set thousands of prizes according to the identity of users, which requires the marketing center to provide flexible configuration options and the integration ability of white list verification or interface verification. Business integration ability (the fourth analysis of Taiwan Bank's marketing ability) At present, banks actively explore the Internet operation mode in operation, and usually imitate the practices of Internet companies, such as trying to pursue the high MAU of APP and diverting customers through Internet channels. At the same time, it has also brought huge cost input, but it has not brought long-term sustained benefits to banks. It is true that bank operation should learn from Internet enterprises or Internet operation mode, but the operation mode of banks is different from the Internet for the following five reasons: To sum up, although banks urgently need Internet operation mode, they can't make full use of it, and banks should pay attention to revenue composition, business process combing, index composition and disassembly, and high-frequency scene construction. The construction of bank marketing platform and operation system should not only conform to the characteristics of banks, but also realize innovation on this basis. The author thinks that we can strengthen the connection or integration between operation and business from the following aspects: embracing the open banking structure and integrating life scenes. Compared with the Internet, the significance of traffic to bank operation is more complicated. In the second half of the Internet, the main battlefield of bank operations is not focused on self-operated APP products like the Internet, and the traffic sources are more diverse. It is the core of bank operation to infiltrate the traffic operation into the real customer identity, gain insight into the deep needs of customers and build long-term scenario services. The marketing center should support the architecture of open banks, multi-platform scenario application and construction functions, and help banks expand broader channels and traffic sources with an open architecture. Cross the vertical management boundary, integrate products and services, and use high-frequency services to drive low-frequency services. At the business and product level, banking and financial products are not fast-moving consumer goods, and the strategy of natural operation is also different from the Internet. If banks want to be customer-centric, they must cross the vertical management boundary and analyze their product forms, business data, customer preferences and so on. And promote the promotion of low-frequency services with the help of high-frequency business scenarios such as payment and transfer. The marketing center needs to support the integrated planning and configuration of banking business and marketing activities, and support the intelligent product recommendation function based on customer tag analysis and data drive. Light marketing, heavy operation "If you are in full bloom, the breeze will come"! Light marketing and heavy operation are the transformation of bank management ideas and the core direction of marketing center construction. Marketing center needs to assist banks to build various life scenarios related to users, and take "customer-centered" as the basis of operating system construction, so as to effectively create scenario applications that can enhance the continuity of customer behavior relations. For example, the "beautiful mall" built by a state-owned bank around the life-related scenes such as customers' food, clothing, housing, shopping and entertainment, and the "beautiful town" task scene built with novel and interesting game interactions are long-term operating systems built with customers as the center. Scene Construction of a State-owned "Beautiful Mall" —— The second scene construction of a State-owned "Beautiful Mall"