Agricultural Bank of China Li Hai: Banking portal marketing changes

And information technology news March 22, hosted by iResearch Consulting Group, the seventh annual iResearch summit held in Beijing. The annual meeting of Ereli lasted two days. Many industry leaders participated in the summit forum on the first day for exchange and discussion. The next day March 23, the industry elites on-site multi-dimensional analysis of industry dynamics, share successful experience and unique insights. Li Hai, director of e-banking website administration of Agricultural Bank of China, delivered a keynote speech.

Turning to change, let me give you an example. Now we all know that for several years in succession, we are both an era of negative interest. We want to preserve the value of our assets. Everyone is thinking of various ways. Now the stock market is not good. The fund Also miserable, the house is limited, "said Li Hai.

Li Hai also said that in considerate customers, many unsuccessful marketing cases, all marketing links are out of touch, the final realization of the purchase before the loss of many customers, the current considerate customers, many banks pay more attention to human services website , From start to finish with the customer to complete the online purchase of bank products and services.

The following is the Agricultural Bank of China e-banking website management director Li Hai speech Record:

Li Hai: I would like to thank iResearch for providing such a platform. I would like to talk about the idea and feeling of advertising marketing from the perspective of business needs. I hope that technical experts can understand as a user what our concerns are, and hope we can Find good technical and business fit points.

The original organizers gave a very hard mouth problem, and now I changed to "banking portal marketing changes."

When we talk about change, let me cite an example. We all know that for several years in succession, they are all a negative interest time. To preserve the value of our assets, everyone is thinking of various ways. Now the stock market is not good and the fund is miserable. The house is also limited purchase. Now a sound asset protection is to buy the bank's financial products. If you want to buy some bank wealth management products, you may choose our network, take a number waiting to line up, when called your number, it is likely that the teller there has sold out of the bank financial products, because a lot of people Buy online at home when you line up.

Some corporate clients even invite our client managers to their business and help them to brush and grab through the network. At this time we deeply feel the marketing change. The marketing I'm talking about here is not limited to advertising, but a broader marketing.

I am from the e-banking department, now including online banking, e-banking, mobile banking has accounted for nearly 70% of the Bank's trading volume, this change is the network to the profound changes in bank marketing, we deeply understand every day To

Today's theme is marketing, I do not want to talk about some marketing theory, just from the appearance of analysis, what is successful marketing, the case of successful marketing is to solve three problems, one is where the customer, the second is how to attract customers, three How to sell better. We now feel a lot of people understand the concept of marketing more than one-sided, many people are bragging about branding, rather than focusing on the behind these things. Playing a brand is just to let customers know you, how to get customers to get what you want to sell to him, there is still a lot to be done. The failure of the marketing case must have problems at these three levels.

We have been in the site marketing ideas put forward in three areas, one to follow the customer, the second is to cater to customers, the third is considerate customers.

Successful marketing success to find our customers, with the right products and suitable products to stimulate customer interest, caring to help customers achieve their goals.

In the follow-up of customers, we can think of, in the traditional media era and early Internet era, how we go marketing, certainly offline, and through the traditional media, the way the net to do, the goal is not clear, to the Internet age, More and more customers are online. Banks are also following the customers online. The services provided by our online banking are more and more. We came to the internet while following clients.

The next trend is the era of intelligent mobile terminals, better and better development in recent years. In terms of business, negative interest rates have created more and more customers' attention to wealth management products.

In cater to customers, in the past mainly posters glued to the site, to push customers, so the effect does not feel much. But now we can see from the bank website, real-life consultants, and with WEB2.0, customers can interact online with banks.

The next trend should be social marketing, we analyze the market customers, we can feel the rise of social marketing, mainly to meet people's desire to express their aspirations, while customers become more sophisticated, not simply Believe in positive business communications, but to comprehensively obtain information in many aspects, and then make decisions.

In considerate customers, many unsuccessful marketing cases, the marketing links are out of touch, the last purchase before the loss of many customers, the current considerate customers, many bank websites pay more attention to human services, from start to finish Guide customers to complete the evening to buy bank products and services.

The next trend must be based on precision marketing data mining to improve marketing efficiency and customer satisfaction, according to customer preferences and habits for customers recommend products, we will be the next step in the application of digital marketing.

Agricultural Bank of China portal is a very realistic embodiment of our development process, 2001 is very original, 05,08,10 years more and more rich. We constantly innovate on our portal to provide our customers with gadgets, such as business inquiries, more than 50,000 outlets, and easy access to traffic information.

We manage channel design, but also specifically invited customers to discuss, experience, test, based on their feedback, optimize our customer experience.

With the current network bandwidth continues to broaden the trend, we experimentally made an online business hall, and now the initial investment to the site, the next step should continue to improve.

We are social networking capabilities coming online, we welcome everyone to experience, hope to provide us with valuable advice.

I say so much, thank you all!