数字化营销在金融领域的服务运用路径思考

Thinking about the Service Application Path of Digital Marketing in the Financial Field

数字化营销、云计算、大数据等新技术的发展进一步推动着互联网+金融生态的变迁。明确消费者的信息接收与购物习惯,在满足消费者需求的过程中,提供人性化、个性化的服务,从而在营销策略与产品设计推陈出新的过程中探索出全新的发展方向。针对当前电商一体化平台构建不够完善、移动互联平台构建的科学性薄弱、品牌认知低等问题,相关部门应通过构建“电商一体化”平台、构建移动互联+网络平台、加强品牌认知和目标人群及销售终端优化等举措提升数字化营销应用的质量。

The development of digital marketing,cloud computing,big data and other new technologies further promotes the change of Internet plus financial ecology.It defines the information reception and shopping habits of consumers,provides humanized and personalized services in the process of meeting consumer needs,and explores a new development direction in the innovation process of marketing strategy and product design.In view of the current problems such as inadequate construction of e-commerce integration platform,weak scientific construction of mobile internet platform,and low brand awareness,relevant departments should improve the quality of digital marketing applications by building“ecommerce integration”platform,building mobile Internet+network platform,strengthening brand awareness,and optimizing target groups and sales terminals.