A large wave of technologies has influenced and changed the mechanisms through which financial services companies operate and how they communicate with their customers. The most prominent of these mechanisms are modern marketing, artificial intelligence, and modern chat robots.
According to a report by online payment gate PayFort, providing chat services on the corporate website will become necessary in 2018.
The report revealed that 24% of the 2000s generation avoid financial service companies that do not provide chat services on their website, while 44% of consumers said that finding answers to their questions while surfing the internet was very important.
Two and a half billion people who use chat applications expect to deal with financial services in the same way.
Moreover, the report stressed that e-mails continue to be important, despite the technical development that the world is currently experiencing. He said that 83% of the best financial services companies use e-mail marketing.
The precise distribution of these e-mails can increase efficiency by 100% and increase the site’s access rate by 15%.
The report also stressed the importance of relying on Search Engine Optimisation (SEO) strategy to develop content as part of e-marketing plans through three key elements: keyword research, meta information and details, and building electronic links.
Therefore, content must be unique, must call for interaction, and be shareable. This is not easy, as many marketers see that the task of creating content is one of the most difficult tasks of SEO.
According to the report, social networks are very important for financial services companies. Over the past 10 years, social networks have been at the top of the advertising sector, and many people are expecting to find financial institutions on these platforms.
Over the past two years, advertisement spending has increased almost twice as fast, rising from $16bn in 2014 to $31bn by the end of 2016. The report notes that three out of every four financial services companies pay for advertising on social media platforms.
According to the report, Facebook ads achieve 8.1 times more access than other social media platforms, and 67% of financial services marketers say that events increase the popularity of products among consumers.