助力銀行直播，兑吧(1753.HK)打造全新銀行營銷鏈路
最近某股份制大行攜手兑吧開啟第一場直播，實現銷售額近實現觀看人次超20萬，新增註冊超4000，平均觀看時長達7分首戰吿捷。銀行為何紛紛試水直播？今天就來分析其中的奧妙。
直播帶貨火遍全網，也成為各家銀行拓寬銷售渠道的途徑之一。從去年開始，國有大行、股份制商業銀行和中小銀行紛紛試水，掀起“金融+直播”的營銷熱潮，內容涵蓋金融扶貧、投資者教育、金融產品推薦等諸多方面。
眾所周知，信用卡的傳統營銷方式主要靠廣吿宣傳和人工薦卡。廣吿包括在商場、機場、高鐵站、大型活動等人流密集場所設廣吿牌，在“雙微一抖”和視頻APP上做產品植入。人工推銷主要靠人海戰術下的地推、電話銷售或者發展熟人客户，業內也稱為MGM(客户介紹客户)模式，基本都是在人流密集區採取“地推”和熟人“客推”方式，加上銀行櫃枱推銷，而直播售卡打破了過去的固有思維，創新了銷售模式。
不僅如此，人工推銷對於開卡消費的環節是無法做後續跟進的，之前比較流行的優惠日都在線下，需要在指定日期到指定店家才能完成，消費鏈路過長導致大比例的客户流失。而直播場景能很好地解決這個問題，從開卡、核卡、到交易再到分期，都是完整且封閉的鏈路。
在直播過程中，對於銀行而言，進直播間的觀眾都是私域流量，沉浸在直播環境中的購物、分期行為不會流失到支付寶、微信等其他渠道。信用卡作為成熟的零售產品，也是用户接受度最高的產品，採取直播“帶貨”的形式，能夠在銀行零售轉型中發揮“急先鋒”作用。
根據兑吧直播團隊和眾多銀行客户的溝通分析，一場銀行直播至少能實現以下幾點運營目標：
1、通過熱鬧的直播場景提高開卡動力
2、在直播過程中創造信用卡分期場景
3、通過互動反饋瞭解客户關注點和喜好
4、降低拉新成本，提升客户轉化率
在前期兑吧會與銀行做充分對接，瞭解銀行深層的營銷需求，從而制定符合該行的個性化方案，比如該股份制銀行分行期望將直播的目標羣體瞄準年輕用户，打造符合年輕人審美及互聯網使用習慣的特色直播。針對該分行對特色IP信用卡推廣及轉化的關鍵目標，兑吧進一步開展直播內容及直播福利的籌劃。直播作為一個銀行創新的業務場景，為每位客户經理提供的便利都會引發一場促進產業和經濟的"蝴蝶效應"。
兑吧為金融客户提供成熟專業的直播技術全支撐、廣電級PGC直播團隊、趣味專業的直播腳本製作、全週期直播宣傳視頻、海報等素材、數字化客户信息管理追蹤工具，打造一體化顧問式直播運營全鏈路解決方案，助力金融企業數字化運營創新升級。
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