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Currently it is estimated that just over 60 percent of the world’s population is online.
Within the current context, digital platforms and social networks play an increasingly fundamental role, so much so that it is within them that people spend more and more of their day to day, this because they allow users, interact, study, trade, work, trade and obtain entertainment, aspects that have forced almost every sector to have a recurring presence within the network, with the intention of staying current, in the face of the new era of digital consumers , who have become as a result of social distancing, increasingly demanding and committed to user experiences, therefore, given the growing demand for digital banking, social networks are the best bet for traditional banks.
Derived from the forced social distancing, the number of Internet users increased considerably, according to what was indicated by the report of DIGITAL REPORT 2022it is estimated that Internet users in the world exceeded 4 thousand 950 million, a figure that reveals that just over 62 percent of the world’s population, just over 7.91 billion people are active online.
Social networks, the best bet for traditional banks
Within the new normal, traditional banks must face the growing number of online banks, which have gained ground, because the new generations bet heavily on digitalityTherefore, traditional banking must find a way to impact new consumers, making use of available technologies, as indicated by Emplifi.
In 2021, Banco del Pacífico SA focused on improving efficiency and optimizing high-quality content. Using Emplifi’s AI-powered content rating, they determined which posts connect best with their audiences, allowing them to promote only the best content.
“Emplifi helped us fine-tune our social media strategy so we could wisely allocate our resources and invest in high-quality content,” said Carlos. “As a result, we became 2.75x more efficient at boosted posts year over year.”
Create connections: Social Networks serve to generate two-way communication, important when evaluating the online and offline service of banking services. Likewise, Financial Social Media reports that 44 percent of Internet consumers use social media to interact with financial institutions in particular. This data should be used to develop content that resonates with a given audience.
Social service: An important part of debuting in Social Networks is committing to integrate social service channels, not only for customers, but also for potential stakeholders in your service. Conflict resolution, information, monitoring, are activities that should not be missing in the social channels of a bank. A study by McKinsey & Company found that more than 40 percent of consumers prefer to connect with customer service through social networks.
Segmentation: Facebook and Twitter allow users to segment information to reach up to 89 percent of their target audience, compared to only 38 percent of other traditional and digital media. This orientation increases the relevance of the digital community in social media.
Invest in consumers: It is no surprise that digital marketing is gaining ground over traditional marketing. AdWeek noted that social media advertising is expected to reach 19.5 percent of total marketing budgets by 2017. Performance measurement, direct audience focus and timely delivery of messages could be some of the advantages of investing in these channels.
Multi-channel: The value of the message that we want to convey on Social Networks is increased through its transmedia capacity, that is, the ability to become a video, blog post, audio, image, etc., to reach different audience groups with different consumption habits.
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