社群媒體於市場行銷金融服務的未來

社群媒體於市場行銷金融服務的未來 是由出版商Datamonitor在2011年11月所出版的。 這份英文市場調查報告書包含Pages: 55 價格從美金3450起跳。

簡介

社群媒體管道的抬頭，使得消費者的情報收集和商品調查、購買決策的方法逐漸轉變。其到達範圍與對消費者的向心力，提高了市場行銷的效果。金融服務供應商雖由於投資效果和法規的問題，而不大願意利用社群媒體，但是這樣子的課題將遲早克服。

本報告，考察社群媒體所創造的金融業市場行銷的將來性，收集分析社群媒體使用的現狀的推動材料和課題的數值資料和調查事例，由下列摘要形式闡述。

概要

• 進展因素
• 摘要
• 調查方法

簡介

• 不可忽視的社群媒體的力量與到達範圍
  • 具威力的線上社群
  • 大範圍的社群媒體用途
  • 社群媒體對購買決策具效果
  • 逐漸在高年齡層擴散的年輕消費族群的影響
  • 社群媒體對金融供應商傳達消費者的意圖
• 取代「從內而外」的傳統型市場行銷手法的「由外而內」的市場行銷
  • 「從內而外」的市場行銷逐漸被消費者所屏除在外
  • 嚴峻經濟環境下緊縮的廣告預算
  • 「由外而內」的市場行銷刺激消費者的前瞻態度並朝向尋找更多的品牌
  • 「由外而內」的市場行銷相較於「從內而外」的發信型手法更加平價
  • 透過「由外而內」的市場行銷獲得力量的消費者
  • 消費者的品牌取向為依照「由外而內」市場行銷的構成內容
• 社群媒體呈現給金融服務供應商與傳統不同的市場行銷管道
  • 社群媒體可補足其他管道
  • 以社群媒體為起點的銷售，並非透過直銷，而是來自積極參與和客戶支持
  • 社群媒體有助於分店來客數的增加，並可成為促進銷售的手段

策略背景

• 消費者的高社群媒體使用度
  • 社群媒體網站使用擴散至所有年齡層的消費者
  • 所有所得水準的消費者皆使用社群媒體
  • 社群媒體的使用度在最富裕消費者之間些微上昇
  • 傳統媒體的影響度逐漸衰退
• 多數的消費者希望社群媒體能成為符合自己商品的通路
  • 市場行銷訊息為其適當的標的設定
  • 消費者對金融服務供應商尋求新技術取向
• 透過社群媒體的市場行銷具有廣泛的優點
  • 社群媒體提供與以往不同的市場行銷管道
  • 社群媒體可利用於品牌身分的確立
  • 社群媒體其特性對市場行銷活動的效果測定有用
  • 社群媒體具有提高傳統型廣告的能力
  • 社群媒體可輔助線上品牌身分的管理
• 投資效果的測定在過去對多數金融服務供應商來說，為社群媒體使用的阻礙
  • 供應商必須重新思考「投資效果」的定義
  • 社群媒體的初期投資不一定為高價
  • 不投資的風險也是應考量的重要因子
  • National Australia Bank證明社群媒體市場行銷產生有形的效果
• 社群媒體的規範對多數金融服務供應商來說為不安材料
  • 美國法規當局位於社群媒體規範的第一線
  • 在英國，金融服務機構（FSA）在該問題的指導上欠缺積極度
  • 澳洲法規當局目前尚未提出官方方針
  • 加拿大法規當局發表社群媒體使用方法的指導草案
  • 方針明確前，金融服務供應商必須依照最佳的實施案例

重點策略

• 限制金融服務供應商有效社群媒體市場行銷的準則
• 金融服務供應商は投資効果問題を克服できる
• 金融服務供應商應依照最佳實施案例來對應法規的限制
• 品牌資產的建立與網路形象的維持

附錄

圖表

目錄

Description

INTRODUCTION

Social media channels are changing the way in which consumers gather information, research products, and make purchasing decisions. The reach of social media and its power to engage consumers makes marketing through this channel highly effective. The reluctance of FS providers to use social media is often attributed to issues of ROI and regulation but these are hurdles which can be addressed.

FEATURES AND BENEFITS

• Boost consumer engagement and increase the impact of marketing by learning how best to use social media for marketing new products and services.
• Build brand equity by understanding how social media can raise brand awareness and the perceived quality of a brand.
• Address the issue of return on investment through analysis of this measurement and its application to social media.
• Use social media effectively while adhering to regulation with best practice guidelines for FS providers.

HIGHLIGHTS

• Globally, there is considerable demand from consumers for the marketing of suitable products through social media. Almost 40% of consumers state that they would be interested in the ability to receive information about suitable products through this channel.
• The overexposure of consumers to marketing messages makes it impossible to pay attention to all of these. Inbound marketing, which encourages consumers to find out about a company or product themselves, engages consumers because it has consumer consent. Social media in turn amplifies the impact of inbound marketing.
• Two of the main objections to social media within the FS industry are related to ROI and regulation. However, these hurdles can be overcome by looking at ways in which to alter the definition of ROI within a social media context and by following best practice guidelines on the regulation of this type of marketing.

YOUR KEY QUESTIONS ANSWERED

• How can social media be used to increase the impact of marketing new products and services?
• How can FS providers overcome regulatory issues in order to use social media channels for marketing?
• What is the return on investment of social media for FS providers?
• How can social media channels be used to build brand equity?
• What is the consumer demand for the use of social media in FS?

TOC

OVERVIEW

• Catalyst
• Summary
• Methodology

INTRODUCTION

• The power and reach of social media cannot be ignored
• The online community is powerful
• The use of social media is extensive
• Social media has an effect on purchasing decisions
• The influence of younger consumers is spreading to older generations
• Social media tells FS providers about consumer intentions
• Inbound marketing is replacing traditional outbound marketing methods
• Outbound marketing is increasingly easy for consumers to block out
• Advertising budgets are tight in harsh economic conditions
• Inbound marketing encourages consumers to proactively find out more about a brand
• Inbound marketing can be significantly cheaper than outbound activity
• Consumers are empowered through inbound marketing
• The components of inbound marketing drive consumers towards a brand
• Social media presents FS providers with another channel for marketing
• Social media can complement other channels
• Sales from social media occur not through direct selling but through engagement and customer advocacy
• Sales may be increased by social media, driving increased footfall in-branch

STRATEGIC CONTEXT

• Consumer use of social media is high
• Consumers of all age groups use social media sites
• Social media is used by consumers of all levels of income
• The use of social media rises slightly among the most affluent consumers
• The influence of traditional media is waning
• Many consumers would like to see suitable products marketed to them through social media
• Marketing messages must be appropriately targeted
• Consumers want FS providers to embrace new technologies
• There are a range of benefits of marketing through social media
• Social media offers an additional channel for marketing
• Social media can be used to define a brand identity
• Social media by its nature measures the impact of a marketing campaign
• Social media can increase the impact of traditional advertising
• Social media can aid the management of an online brand identity
• Measuring return on investment in social media has been a barrier for many FS providers
• Providers may have to alter their definition of ROI
• The initial investment in social media does not have to be costly
• The risk of not investing may be a more important factor to consider
• National Australia Bank has proven that social media marketing can produce tangible returns
• The regulation of social media is a concern for many FS providers
• The US regulatory body has taken the lead with social media regulation
• In the UK the Financial Services Authority has been less forthcoming with guidance on this issue
• The Australian regulator has yet to issue any formal guidance
• The Canadian regulator has issued draft guidance on the use of social media
• FS providers will need to follow best practice examples until clearer guidance is issued

STRATEGY IN FOCUS

• Guidelines to ensure effective marketing through social media for FS providers
• Use social media to highlight how a provider is different
• FS providers must ensure that they set the correct tone with a social media campaign
• The development of new internal platforms can increase the effectiveness of marketing through social media
• Integrate social media with other channels
• Engage with consumers on a hot topic or pressing issue
• Build up a community around an FS provider's brand
• Social media marketing should be innovative and engaging
• FS providers can overcome the issue of ROI
• Using a "call to action" aids the measurement of a marketing campaign
• Measuring the emotional impact of social media
• Simply measuring followers is not sufficient to measure engagement
• Traceable links or codes will help to measure sales from social media
• Measuring engagement other than through sales
• FS providers should follow best practice guidelines for handling regulation restrictions
• Marketing through social media needs to adhere to many of the same principles as marketing through other channels
• Ensure that a company has a clear social media policy and implements training
• For complex products use social media to drive consumers to a standard website
• Clarify the ownership of social media accounts
• Social media information must be kept up-to-date
• Ensure standalone compliance of marketing or communications
• Building brand equity and maintaining an online image
• Building brand equity will help a provider to stand out in a highly commoditized market place
• Social media can be used to raise brand awareness
• Social media should be used to counter negative publicity and maintain a positive brand image

APPENDIX

• Additional data
• Methodology
• Secondary sources
• Further reading
• Ask the analyst
• Disclaimer

TABLES

• Table: Consumer frequency of use of social media sites (%), by country
• Table: Consumer frequency of use of social media sites (%), by age band
• Table: Consumer frequency of use of social media sites (%), by income band
• Table: Consumer frequency of use of social media sites (%), by liquid assets
• Table: Consumer demand for the ability to receive information about suitable products through social media (%), by country
• Table: Consumer agreement that financial services should embrace new technologies such as mobile applications or social media (%), by country

FIGURES

• Figure: Inbound marketing works in the opposite direction to that of outbound marketing
• Figure: The components of inbound marketing channel the consumer towards an FS provider
• Figure: Globally, the majority of consumers use social media once a week or more frequently
• Figure: The youngest consumers are the most frequent users of social media; however, consumers of all ages engage with this channel
• Figure: Affluence does not have a major impact on consumer use of social media
• Figure: Consumers with high levels of liquid assets are some of the most frequent users of social media sites
• Figure: There is significant consumer demand for the ability to receive suitable product information through social media channels
• Figure: Social media has a number of potential benefits for the marketing and brand image of FS providers
• Figure: There are arguments both for and against the concept of ROI in social media
• Figure: First Direct's Innovation Lab is a platform designed specifically for the needs of the company
• Figure: AXA PPP Healthcare uses its blog to engage consumers on topic of interests as well as to inform them of new services
• Figure: Saffron Building Society uses social media to promote a sense of community surrounding its brand
• Figure: American Express uses a "call to action" on its Facebook landing page, which will increase its insight into the ROI of its social media promotion
• Figure: Lloyds TSB has its own YouTube channel where marketing and guidance are brought together
• Figure: FS providers should follow a number of best practice guidelines in order to market through social media within regulatory boundaries
• Figure: Brand equity is the value that derives from the attributes of a brand other than the products or services that it produces
• Figure: The Chase Community Giving program uses social media to build brand equity for Chase without marketing any banking products or services
• Figure: Comparethemarket.com has used social media effectively to build brand equity

相關商品

Web服務相關市場調查報告書

雲端的行動電子商務:行動經營模式·業務的雲端基礎業務的影響
Mobile Commerce in the Cloud: The Impact of Cloud-based Operations on Mobile Business Models and Operations
價格 : US $ 1995
出版日期 : 2012年05月

行動雲端：即將推出
The Mobile Cloud: Ready or Not, Here It Comes
價格 : US $ 4995
出版日期 : 2012年04月

全球醫療設備產業於群社媒體的活用（2011年）
2011 Global Social Media in the Medical Devices Industry
價格 : US $ 10000
出版日期 : 2012年04月

Datamonitor發行的通訊相關市場調查報告書

全球的線上付款市場： 是否不用卡片?

Online Payments: Cards Not Present?

價格 : US $ 5250

出版日期 : 2012年02月

固網通訊:全球產業年鑑

Fixed Line Telecoms: Global Industry Almanac

價格 : US $ 2995

出版日期 : 2011年11月

固網通訊:金磚5國(巴西，俄羅斯，印度中國)的產業指南

Fixed Line Telecoms - BRIC (Brazil, Russia, India, China) Industry Guide

價格 : US $ 995

出版日期 : 2011年11月

Email Alert(Email 通知) - 最新市場調查報告書

GII 將每天定期更新最新市場調查報書資訊，選擇您有興趣的市場分類，我們將用Email的方式讓您收到最新訊息!