Digital Marketing, Systems & Techniques

Digital Marketing

Multi-channels

Florence Chow

2020

CONTENT

 What is and why go for Digital Marketing

 Digital Marketing Channels and Success

Drivers

 Digital Marketing Trend

 Examples of Digital Marketing in Banking

Industry

 Digital Marketing Trend in Banking

Industry and Challenge

WHAT IS DIGITAL MARKETING?

 Any form of marketing exist online.

 Encompasses electronic device or internet,

through search engines, social media, email, and

websites to connect with current and prospective

customers.

 Connect customers at the right place and right

time, cost effective and efficient

 Crucial for business growth

 https://blog.hubspot.com/marketing/what-is-digital-marketing

WHAT AND WHY DIGITAL MARKETING?

 https://www.youtube.com/watch?v=Z_KspIX1oXU

Using digital tools communicating value to customers

DIGITAL MARKETING VS. TRADITIONAL

MARKETING: WHICH ONE IS BETTER?

DIGITAL MARKETING VS. TRADITIONAL

MARKETING: WHICH ONE IS BETTER?

Source: https://www.kvrwebtech.com/digital-marketing-faqs/digital-marketing-better-traditional-marketing/

DIGITAL MARKETING CHANNELS

Popular Digital Marketing Channels -

A. E-mail marketing

B. Search Engine Optimization (SEO)

C. Display Advertising

D. Social Media Marketing (SMM)

A. E-MAIL MARKETING

 Market brands and business through emails

 a means of brand awareness, but also to generate leads,

highlight product offers, deliver newsletters, and so on.

 Be ethical – Recent changes to legislations mean that

anyone (recent or potential customers) receiving your

email must have given you permission to email them.

DIGITAL MARKETING CHANNELS

A. E-MAIL MARKETING

HSBC sends emails to

credit card holders about

the Red Hot Shopping at

ParknShop.

DIGITAL MARKETING CHANNELS

B. SEARCH ENGINE OPTIMIZATION (SEO)

 Major search engines Google, Bing, Yahoo

 “Search engine optimization” (SEO) is the process of

increasing visibility of a website in web search engine

 Site architecture is convincing search engines that your

website deserves the top spot (or top rank) on their

result pages based on relevant key word search.

DIGITAL MARKETING CHANNELS

B. SEARCH ENGINE OPTIMIZATION (SEO)

https://searchengineland.com/guide/what-is-seo

 SEO considers how search engines work, the

computer-programmed algorithms that dictate

search engine behavior.

 Good web content design (e.g. word, title, links),

convince search engine to put website in top rank.

DIGITAL MARKETING CHANNELS

B. SEARCH ENGINE OPTIMIZATION (SEO)

 Reach out potential customers by placing display

advertising on third party websites, including

banners, boxes, video ads, etc.

 Creates brand awareness , generate targeted

traffic that may convert into leads or sales.

DIGITAL MARKETING CHANNELS

C. DISPLAY ADVERTISING

DIGITAL MARKETING CHANNELS

C. DISPLAY ADVERTISING

Banner, image, text, link are displayed in third

party web

https://dictionary.cambridge.org/dictionary/english-chinese-traditional/car

DIGITAL MARKETING CHANNELS

D. SOCIAL MEDIA MARKETING (SMM)

 Social media marketing is the use of social media

platforms to connect with your audience to build

your brand, increase sales, and drive website traffic.

 Examples are Facebook, Instagram, Twitter,

LinkedIn, YouTube.

DIGITAL MARKETING CHANNELS

D. SOCIAL MEDIA MARKETING (SMM)

DIGITAL MARKETING SUCCESSFUL DRIVERS

- CHOOSE THE RIGHT MARKETING CHANNEL

DIGITAL MARKETING SUCCESS DRIVERS

How to choose digital marketing channels?

 Define your primary company goals

 Define your target audience (age,

demographic, behavior)

 Define your budget allocation

 Combination of marketing channels

DIGITAL MARKETING TRENDS IN 2020

A) Artificial Intelligence

B) Immersive Tech - Augmented reality

(AR)

C) Personalization

D) Social Messaging Apps

DIGITAL MARKETING TRENDS IN 2020

A) ARTIFICIAL INTELLIGENCE

AI in practice is a chatbot, Mastercard created a Facebook messenger

bot – “Chatbot”

DIGITAL MARKETING TRENDS IN 2020

B)IMMERSIVE TECH – AUGMENTED REALITY

(AR) 增強現實

CHALLENGE IN DIGITAL MARKETING

Challenge -

How to keep Human Touch in Digital Marketing?

EXAMPLES OF DIGITAL MARKETING IN

BANKING INDUSTRY

EXAMPLES OF DIGITAL MARKETING IN

BANKING INDUSTRY

Why banks go for digital marketing?

 Highly competitive

 Approach potential customers while

retain current customers effectively

 Increase return on investment (ROI)

 Source: https://ctmfile.com/story/hsbc-reveals-more-detail-on-project-iceberg

 https://uk.reuters.com/article/uk-britain-banks-digital-plans/hsbc-and-rbs-set-to-launch- new-digital-banking-platforms-idUKKBN1XL1CX

HSBC –NEW DIGITAL BANK FOCUSING ON

SMALL BUSINESS CUSTOMERS

HSBC rolled out a new

app-based business

banking service – named

‘HSBC Kinetic’ , focusing

on small business

customers.

A new venture on digital

banking services, offers

innovative and efficient

services.

 Source: https://www.citigroup.com/citi/news/2018/180207a.htm

 Source:https://www.citibank.com.hk/english/info/pdf/Citi_Introduces_Digital_Voucher_Solution_for _Commercial_Mastercard_Clients_ENG.pdf

Citi - Named Asia’s Best Digital Bank by the Asset

Magazine

Citi was the first bank in Asia to offer innovative digital lending

solutions like Loan on Phone (LOP) across all markets and Instant

Easy Payment Plan (EPP) across 10 markets. Over 40 percent of LOP

volume is now acquired digitally.

Also rolled out video banking in India—first for Citi globally.

Recently launched Digital Voucher Solution for Commercial Mastercard

Clients, improve clients’ cost efficiency.

ICBC - VIRTUAL DIGITAL CREDIT CARD

Source:https://m.icbcasia.com/icbc/Virtual_Digital_Credit_Card/index.jhtml?language=en

CBC (Asia) launches the first

UnionPay Dual Currency (RMB,

HKD) Virtual Digital Credit

Card usable in Greater Bay

Area (Guangzhou, HK, Macau)

Idea: Binding your Virtual

Digital card to UnionPay APP

and the unique QR code for

payment at store, you can enjoy

convenience brought by the

cardless payment.

The Best Digital Brand Initiative award 2018 from Asian Banker

DIGITAL MARKETING TREND IN BANKING

INDUSTRY

Digital Transformation

DIGITAL MARKETING TREND IN BANKING

INDUSTRY

Digital Marketing Trends in Banking since 2018 is under

transformation -

Banking institutions are having to become more digitally inclined to

attract younger generations and keeping up-to-date with trends. So

FIs put more effort focusing on -

 Digital and data specialists

 Data integration

 Chatbot (AI technology )

 voice search

 video advertising, etc

- >>> Such Digital channels facilitate everything being able to be

tracked electronically and every action being able to be quantified,

and enhance convenience to customers as well.

- https://www.techfunnel.com/martech/5-digital-marketing-trends-in-banking/

DIGITAL MARKETING TREND IN BANKING

INDUSTRY

Digital Transformation –

Virtual Bank

https://hk.video.search.yahoo.com/yhs/search;_ylt=AwrxgqooO7lem3wAJADfzAt.;_ylu=X3oDMTB0N2poMXRwBGNvbG8Dc2cz

BHBvcwMxBHZ0aWQDBHNlYwNwaXZz?p=virtual+bank&hspart=digifox&hsimp=yhs-fh_newtab&ei=UTF-8&fr=yhs-

digifox-fh_newtab

Target: offer instant bank services,

use tech (e.g. big data) to predict

what customer want and right sell

services, interaction is via mobile

apps.

Pricing: not providing attractive

interest rate to depositors, but

emphasize on innovative customer

experience 創新的客戶體驗

Customer group: young generation

Compliance: subject to the same bank

regulations, but less layer of process

(help by tech e.g. blockchain), and

more simple product. so less complex

compliance structure

CHALLENGE OF DIGITAL MARKETING TREND

IN BANKING INDUSTRY

CHALLENGE OF DIGITAL MARKETING TREND

IN BANKING INDUSTRY

Virtual banking is a new business model in Hong

Kong. Challenge ?

1. Technology Risk

2. Client on-boarding (know-your-client)

3. Operation (anti-money laundering monitoring)

4. Risk Management (reputation risk, credit risk)

5. Customer rights and obligations (legal disputes)

6. High capital cost at initial stage, sustainable

revenue, exit plan

CHALLENGE OF DIGITAL MARKETING TREND

IN BANKING INDUSTRY

Challenge >> Uncertainties:

 Profitable business & substantiable in long run? ???

 Can we deduce purpose of establishing virtual bank is

to reach out hidden customer group (who are unable

to access traditional banks*), to acquire customer

data for CROSS-SELLING other profitable business?

 Virtual banking indeed is a DIGITAL MARKETING

CHANNEL???

 * For instance, those with weaker creditability.

CHALLENGE OF DIGITAL MARKETING TREND

IN BANKING INDUSTRY

 Are you willing to put your saving in

Virtual Bank?

 Will Virtual Banks supersede Traditional

Banks?

 What would you expect for Virtual

Banking development a few years after?

APPENDIX - REFERENCE

Digital Marketing what & why

 https://blog.hubspot.com/marketing/what-is-digital- marketing

 https://www.youtube.com/watch?v=Z_KspIX1oXU

Traditional vs digital marketing

 https://www.kvrwebtech.com/digital-marketing- faqs/digital-marketing-better-traditional-marketing/

Digital marketing channel / trend

 https://digitalmarketingphilippines.com/how-to- choose-the-best-digital-marketing-channel-for-your- business/

 https://www.singlegrain.com/digital-marketing/11- digital-marketing-trends-you-can-no-longer-ignore-in- 2018/

 https://www.singlegrain.com/digital- marketing/digital-marketing-trends-2020/

APPENDIX - REFERENCE

Example of digital marketing in banking sector

 https://ctmfile.com/story/hsbc-reveals-more-detail-on- project-iceberg

 https://www.citigroup.com/citi/news/2018/180207a.htm

 https://www.citibank.com.hk/english/info/pdf/Citi_Introduc es_Digital_Voucher_Solution_for_Commercial_Mastercard_ Clients_ENG.pdf

 https://m.icbcasia.com/icbc/Virtual_Digital_Credit_Card/ind ex.jhtml?language=en

Digital marketing trend in banking industry

 https://www.techfunnel.com/martech/5-digital-marketing- trends-in-banking/

 https://fintechnews.hk/8951/virtual-banking/hkma-virtual- bank-license-sc-digital-livi-zhongan-za/

 https://www.hkma.gov.hk/media/eng/doc/key- functions/banking-stability/guide-authorization/Chapter- 9.pdf