Digital Marketinghow to recognize and control them

how to recognize and control them

in the banking sector, Contact points It is an essential aspect of the business, as it represents the way and channel in which the bank speaks with its customers and reaches them through communications of various kinds, commercial and other.

Among other things, touch points, like many other banking elements, have changed over the years, and especially in the last period, they have become increasingly digital. After all, as we noted in a previous post on digital banking trends for 2022, Digitization It is now a trend as well as a necessity that all institutions must deal with.

Clearly, focal points are no exception.

An approach that can make a difference

To really understand the importance of so-called focal points, it is a good idea to start with a definition.

Touch points are defined as Channels through which the company and the customer can communicate. There are more traditional points of contact and more innovative points. Digital transformation did not invent contact points, but significantly increased their number, providing banks and other sectors with a large number of different channels that can be approached in different ways.

Among the traditional contact points, there are physical counters To turn the client into the implementation of certain actions or classic Customer service over the phone Which many clients turn to when there is a problem to be solved.

On the other hand, the most innovative touch points are those that take advantage of digital technologies, Such as email, websites and social networks. Total From all these points of contact Contributes to the formation of product or service opinion and customer attitudes and behaviors towards the brand. That is why it is an element that cannot be neglected in any business, and in fact, banking institutions must take it into account when building Marketing strategy.

After all, Contact points are the basis Customer Experience Management (CEM), that is, “a system of marketing strategies and techniques that focus on customer engagement, satisfaction, and experience.” It is precisely the touch points that allow the banking institution to build a bond between the company and its customers, through the experience that is offered that is able to connect customers with its brand in a lasting way.

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Many banking contact points, two approaches

The increase in touch points over the years and the steady rise in their importance in marketing strategies means that different approaches to their use have evolved. If the only possible approach is in the beginning single channel The (communication and sales) approach, i.e. the physical approach, there are now two alternatives that allow you to get the most out of usable touch points.

The first is Multi-channel approach, which includes “implementing a single marketing strategy across multiple channels or platforms to increase the chances of interaction with potential customers.

in this way, The same message is distributed across multiple channels in order to reach different audiences on different channels and interact with them using different dynamics and platforms, often without distinguishing between the “real” world and the digital world.

Another type of approach – which also takes its cue from the multi-channel approach – is omnichannel approachWhich differs from the previous one in that it is integrated across all channels.

Omnichannel refers to the synergistic management of various touch points and channels of interaction between a business and a consumer in order to improve the consumer experience. In other words, It is a comprehensive, end-to-end approach to the user where individual channels do not act as separate blocks, but rather intertwine and communicate with each other So that each experience can start at one touch point, continue through another, and end through a third, even different, touchpoint.

Also in this case, the feature is perceived by the user who feels in the center of their immersion and is completely seamless customer experienceWhich adapts to their tastes and behaviours. However, companies also reap the benefits of this type of approach, as they have a better ability to cross-reference data and information about their customers and use it to improve future campaigns.

Beyond the touch points one decides to activate, these are the two main ways to control them; Obviously, the modalities change depending on which channel you decide to activate. But to select the right method, you have to focus on each focal point specifically.

phygital branch

Obviously, the first point of contact that comes to mind in banking is a branch, which for years has been an effective tool for banking organizations to maintain a local presence, and to reach all citizens.

Now this functionality is being provided by more effective and less expensive digital solutions, which is also why the number of branches is slowly declining. Does this mean that the branches will disappear?

Absolutely not, as long as it is managed in a modern and somewhat multichannel fashion. In fact, it is necessary to link these “analog” environments to digital environments, So that one amplifies the other. in this meaning, It is essential to construct ‘phygital’ facts Where the customer experience runs correctly and without interruption from any device to the branch and vice versa.

At the same time, it is Essential to make the branch a place where customers can find greater added value: The simpler and more routine operations should also and above all be remote executable, while branches should perform more Consulting activityWhere the human component and the direct relationship with customers plays a crucial role.

Digital Branch: Website

Another key point of contact for banks to properly protect them is websiteIt also represents, to some extent, The digital version of their branch.

The first thing to pay attention to is Vision: If your page does not appear as one of the first results of a search, it is as if it does not exist, since most users stop at the first results they find on the web.

That’s why it’s so important to make sure of it Your website and its contents are optimized from an SEO point of view In order to increase your site in search. From this point of view, there are some specific strategies to be practiced to obtain this result: for example, it is important to identify some original or Related keywords For topics covered so that relevant pages can be found through search engines.

In the same way, it is important to Enter some visual elements in your websiteAnd Such as Graphs, which makes the content of the page more visible and “likes” and thus increases the average time users spend on pages. The same goes for Pictures And VideosIndeed, this is very Valuable items for Search Engine Optimization, where sites with this type of content are evaluated at the search stage, and therefore can be found more by users.

Beyond formatting, there is another way which is Increases Content Interesting, attractive and relevant to users. In other words, exploit dynamics Content Marketing, which is the strategic approach that includes relevant and valuable content to attract and acquire a specific audience and drive them towards profitable actions.

The advantages of this strategy are obvious: for a small investment, content marketing is able to generate three times more leads than traditional marketing techniques because 77% of users read blogs; This allows companies to achieve a six times higher conversion rate.

The ‘traditional’ but still current contact point: email

Undoubtedly, email is one of the most loved and used points of contact by banks and not only, because it makes it possible to address the customer directly.

In this case, the keyword is Relevance: Considering the huge number of emails you receive every day, being relevant and getting the user’s attention is key.

One way to do it is again Focus on effective formats, i.e. images or even videos, significantly improving the performance of each email. In addition to making messages easier to understand and remember, embedded video in an email increases open rate by 19%, click-through rate by 65%, and reduces user abandonment by 26%. These results are great, especially if you think they can be obtained even with content that is often complex and not easy to understand, such as content related to banking and finance.

Another very important strategy to exploit to grab the user’s attention is undoubtedly Personalization.

However, this does not mean simply mentioning the username at the beginning of the text; On the contrary, it is necessary to take the personalization to a higher level so that the customer truly feels that he is placed at the center of a connection that specifically relates to him and is dedicated only to him.

From this point of view, Doxy video It is an excellent solutionAnd Because it combines Interactive video experience, where the user can independently decide how to proceed with the video according to the choices he makes within it, with perfect customization. In this way, even the most complex messages, such as those related to banking and financial services, are accessible, but above all, memorable.

Banking hotspot that cuts the distance: social networks

Another invaluable point of contact for banks is Social networks, because it allows the company to “heat” communications, which, in the case of banks, are usually perceived by customers as cold or too technical.

At the same time, social media also enables more direct connection, The distance that normally exists between the bank and the customer is greatly reduced. In addition to, This type of platform is ideal for amplifying the main messages of a campaign or new product features.

effectively Retargeting strategyIt is possible to reach users who may have already visited the site or clicked on a banner with a more specific connection, which completes the product story. And then social networks A perfect presentation of giving “body” to the most important values ​​of a credit institution, By engaging content.

Even in this case, it is important to understand how to manage it correctly, so that the communication is effective and, above all, In accordance with the type of social network and the users it can be reached.

employment Facebook social networking siteFor example, a banking institution must operate in such a way that it is easy for its audience to understand, with information that is not very technical. For this reason, it is good to use it a simpler languageAnd, above all, the use of appropriate formats to capture the attention of users, Such as Videos, which should always be simple and concise.

employment LinkedInOn the other hand, there can be a change in tone. Since there are mainly professionals, Communication can be more sectoral, using more technical content, which not only talks about the services offered by the institution, but also addresses and explores topics relevant to an audience of experts.

in this way, The bank can become an interesting reference point for those working in the sector, thus improving its reputation. At the same time, can increase its network, collecting contacts and information about different professionals or specific clients to be contacted at a later time for specific activities.

As the goal changes, it changes Contact points They need to be activated, so that every connection is effective and feasible for business growth. However, the real challenge remains to activate them all in different ways, but always within one coherent strategy.


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