In this traffic battle battlefield, major banks have played online new marketing, and none of them have played cards according to the routine, and they have set up a stage to sing for the deep ploughing of the retail market.
Author 丨 Takayama
Edited by 丨Sibe
The Spring Festival of 2022 is approaching, with enterprises issuing year-end bonuses, migrant workers remitting, and residents' consumption demand "rising", this festival has become an important battlefield for bank marketing. In this context, various banks have increased their marketing efforts, full reduction, red envelopes together, lively and extraordinary.
In addition, in this traffic battle battlefield, major banks have played new online marketing, and none of them have played cards according to the routine, and have set up a stage for the deep ploughing of the retail market.
What impressed the author was that CCB, one of the four major state-owned banks, launched a series of digital marketing activities on its APP at the end of the year, opening up a new ecology of online marketing for traditional banks, which presents different characteristics.
1
Marketing battlefield weapon
CCB's "Benefit Season" activity, with one main venue plus four sub-venues, built a rich and diverse online scene. The festive interface, coupled with various fancy games and interactive online experience, refreshed the public's traditional impression of the serious and solemn bank.
Interactive links such as daily punch cards, advanced tasks, and daily answers, plus fun games such as puzzle battles and eye challenges, greatly enhance the user's sense of experience. As the highlight of this "Benefit Season" activity, CCB has carefully created a financial zone covering deposits, wealth management, insurance, precious metals, funds, etc., integrating financial services into users' lives in the form of entertainment, and accumulating correct financial knowledge and investment concepts for users.
It has to be said that this scenario-based interactive platform created by CCB is more effective than the traditional marketing model. In the post-epidemic era, offline salons and other activities are no longer a tool for banks to gain customers. Online digital scene marketing is not limited by the field and has a lower cost. With a variety of fun activities and multiple gift reward mechanisms, increase the guidance of users' financial investment interest, match rich marketing tools in the interest stimulus points, and gather users into the bank's private domain traffic pool, which is more conducive to promoting user activity and conversion rate.
In fact, as early as the end of last year, CCB launched the first "Benefit Season" activity, and this year continued to take over, and there is a great momentum to make the activity into the year-end IP of CCB. CCB's "Benefit Season" not only has insight into the inner needs of users' "New Year's Please", but also implants the concept of "New Year's Eve is blessed" in the minds of users year by year with a specific sense of time ceremony and high participation, which is undoubtedly of great benefit to the continuous deepening of ccb brand in the retail end.
In the new era of digital marketing, the rapid rise of young user groups, which also determines that the traditional old road cannot be followed in the maintenance of customer groups, and how to stimulate the activity and retention of young users has always been the direction that traditional banks need to explore. This wave of CCB's "benefit season" operation may provide the industry with new channels for customer acquisition/retention.
The massive creative gameplay in the event, with its high degree of participation and interactivity, firmly locked the behavior habits of young customers, and also improved the user's use time and activity on the CCB APP page. The friend sharing link during the event satisfies the user's online social attributes, and the interactive game is ultimately stimulated by benefits such as welfare coupons, which effectively stimulates the user's retention.
After forming a traffic pool with a large number of user participation, how to obtain the commercial value of users has become the core purpose of CCB's "benefit season". It is not wise to "hard feed" the products of the financial zone, but the "edutainment" style of financial and business education can attract users to consciously participate in it. On the corresponding activity page, you can get easy-to-understand financial information, or you can play different creative games, turning boring financial management into a fun interaction. In addition, financial pages such as "Save Cottage", "Financial Pet Garden", and "Golden Museum" have also visually narrowed the sense of distance with users, making the professional financial management behavior that was once "on top" become an inclusive user habit.
2
Landing digital marketing
As we all know, the Spring Festival holiday is a key period for the banking circle to carry out the new year's "opening red" marketing activities, but the epidemic has struck, and many banks have closed their offline outlets, so they have lost an important grip on customer operations.
On the other hand, the sharp increase in online traffic has brought new opportunities while also testing the digital operation capabilities of banks. Prescient, highly digitized banks like CCB have achieved extraordinary results by actively moving online.
It can be said that through digital operation, banks can effectively revitalize and deeply cultivate existing customers, and enhance and release the production capacity and potential of outlets and account managers.
Regulators have long pointed the way. As early as mid-February last year, the China Banking and Insurance Regulatory Commission issued the Notice on Further Improving Financial Services for Epidemic Prevention and Control, which clearly required banks to actively promote online business, optimize and enrich "contactless service" channels, and provide safe and convenient "at home" financial services. The release of the policy can be said to provide regulatory policy support for banks to carry out end-to-end online closed-loop services, and the "zero-contact" service capability will become the core competitiveness of banking services. It is generally believed in the banking industry that the epidemic will greatly promote the online transformation of bank customer acquisition and customer operations, and offline business and services will accelerate the realization of online and mobile as much as possible.
Nowadays, in the digital age, users' dependence on traditional banking business has been subverted, especially with the rapid rise of major new financial channels, the crisis awareness of banking institutions has gradually escalated. For the creation of a new ecosystem of online digital marketing, CCB has not only enjoyed the digital traffic dividend, but also become a breakthrough in its service transformation and upgrading.
Before the "Benefit Season" at the end of the year, CCB also launched online "Struggle Season" and "Wealth Season" activities, with traffic boosters such as fee reductions, fun tasks, and live broadcasts of big coffee, which made CCB gain 75 million people's attention and more than 5 million people experience CCB's wealth management products for the first time. As a continuation and upgrade of the "Fortune Season", the wave of operations of the "Benefit Season" may once again refresh the presence of the CCB brand among users.
In fact, whether it is the "wealth season", "struggle season", or "benefit season", or normalized financial services, are the true portrayal of CCB's digital marketing ideas of "building ecology, building scenes, and expanding users". As a state-owned large bank with more than 700 million individual customers, CCB can take the initiative to gain insight into customer needs and explore new models of digital marketing in the financial ecosystem, which is the performance of its construction of a new digital financial ecology, which is also a good time for ordinary people to enjoy inclusive financial services.