未來預測:零售銀行和社群媒體 - 結果正當化經費了嗎？
2020 Foresight: Retail Banking and Social Media - Do the Ends Justify the Expense?
|出版日期||內容資訊||英文 60 Pages
|未來預測:零售銀行和社群媒體 - 結果正當化經費了嗎？ 2020 Foresight: Retail Banking and Social Media - Do the Ends Justify the Expense?|
|出版日期: 2014年01月22日||內容資訊: 英文 60 Pages||
The report provides in-depth market analysis, information and insights on social media marketing in retail banking industry:
Social media presents a valuable opportunity for retail banks. As internet access and smartphone adoption increase, a growing number of internet users are becoming involved with social networking. Companies are changing their business models and product offerings to be able to cater to the ballooning market of social media users. Banks and other financial institutions are engaging customers with social media, which is shaping up as a strong channel to promote new schemes, identify customer needs and receive feedback. Although the use of social media remains risky territory for many banks, some have started to explore opportunities in this channel and have set out many best practices examples that can act as guiding principles for other banks and financial institutions.
A primary question plaguing the banking industry on the use of social media concerns return on investment (ROI). There are doubts over the credibility of social media as a key component of business models due to a lack of tools to measure quantifiable results. The potential benefits are more of qualitative in nature. Despite initial skepticism by retail banks, social media is expected to emerge as a complimentary channel, rather than replacing existing channels such as television and newspapers. Financial services companies use various channels to market products and services, and consumer opinion is now measured as an aggregation of experiences across these channels. Over the next five years, banks are expected to focus more on synergies that can be generated by social media and other key channels, rather than calculating ROI in the social landscape.