Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
in
financial
services
Introduction
The distribution policy was based on the accumulation of
branches (classical distribution channel that involve a direct
interaction between the customer and the banker) : More
branches More customers. However, this policy was
challenged by saturated markets and productivity problems.
The new technologies are offering interesting opportunities
(cost of a virtual agency on computer is 5 times lower than
that of a traditional agency).
Introduction (con)
Consequently, for reason of performance and to
better meet the expectations of their customers,
banks
adopt
more
and
more
multi-channel
geographic
standardized
services,
decentralization
attractive
of
the
investment,
offer,
and
significant advertising.
b) Individual Market
The individual market is made up of few demands but having
enough profitability to justify a personalized treatment and a
range of tailor-made" services.
customers
relation.
It
is
then
question
of
Transactional Configuration
Relationship Configuration
A bank that adopts a transactional configuration The relationship configuration is developed by two
types of banks:
is a bank that provides to every customer in the
conditions which suit him the best (even outside of 1)Specialized Banks:
Their customers are basically formed of SME 1
the opening times of agencies), all the services and rich individuals. To this type of customers,
linked to the different products that he owns. The banks offer high added value products that are
coupled with sophisticated financial advices which
most common operations are accomplished by the makes the contact an obligation.
customers with robots located outside agencies or 2) General Public Banks:
with hindsight. They develop the relational dimension in a
traditional network of branches while simplifying
to
remind
him
of
specific
products
and/or
the
(2006)
recommends
that
promotional
experience
rather
argumentative approach.
than
logical,
Location convenience,
(Berkowitz,
2000).
Advertising
is
persuasive
manager in
a product or service
corporate
image,
and
handling
or
heading
off
2) Target Marketing
Successful financial services advertising requires that the
financial
services
being
promoted
are
relevant
to
the
However,
the
creation
of
memorable
is
campaigns
referred
(IMC
to
-
as
coordinated
Integrated
media
Marketing
whichitis
perceived.
of
1)
Identification of Advertising Objectives
The first step is to determine the objectives of the advertising
campaign, reflecting the overall marketing strategy of the
company.
2) Budget Determination
The next step in the advertising process is to determine the budget
required to carry out the ad campaign. Often, the required budget
is significantly different from what is available, and may be
dictated by organizational budgetary constraints.
3) Computing the Return on Investment (ROI)
The next step in the advertising process is to determine the return on
investments associated with the advertising campaign.
Life time value of customer X conversion rate X reach
ROI = ------------------------------------------------------------------------------------------ - 1
Total advertising campaign expenditure
any
innovation
is
quickly
copied.