According to the study “Evolution and use of social networks in the banking sector in LATAM 2010-2012” prepared by IZO, it was predicted that by 2010, 65% of the social channels used by banking institutions only intended to promote strategies of marketing; Today, things have changed and from that date only 3 years have passed.
Mexico DF; According to the Buy Netherlands Mobile Number Database study “Evolution and use of social networks in the banking sector in LATAM 2010-2012” prepared by IZO , it was predicted that by 2010, 65% of the social channels used by banking institutions only intended to promote strategies of marketing ; Today, things have changed and from that date only 3 years have passed. In fact, the same study reveals that over these three years the comments of customer experiences have increased by 10%. Many of these comments are produced by experiences related to the company in other service channels such as branches, the call center or the web.
One of the main strategies that banks use so that their users keep the service is to implement promotions and publicize the great experiences that those people who already have the service and enjoy the benefits have had, that is why American Express launched the American Express Invites or what they call “the gateway to the best events.” American Express Invites is, in the words of Raphaela Berckemeyer, vice president of marketing and advertising for American Express Mexico, “a brand, service campaign, focused on the continuous creation of events and experiences for its cardholders and that focuses on various topics of interest, among which fashion, cinema, shows and gourmet stand out. It is simply the pass to the best events ”.
This addition to the services was launched so that the public that is already with them have benefits that no bank provides, a kind of “plus” in their way of shopping and traveling. Although the campaign does not have, properly, advertising to support it, they maintain promotions and news about it only on Facebook and publicizing the marketing of experiences through YouTube. However, American Express is leaving Twitter aside, because although there is an official account of the network that allows you 140 characters, they have not followed up on American Express Invites. The aforementioned study carried out by IZO also reveals that before opening channels on Social Networks, an investigation must be made of where customers are talking, not all sectors or companies are the same and the strategy must always be defined thinking about the client. You must know what your client is like, it makes no sense to create a participation channel that offers exclusive contests, if your clients are observers and passive on Social Networks.
This is where the main strategy of Raphaela Phone Number List Berckemeyer, vice president of marketing and advertising at American Express Mexico, comes in, as she insists on promoting everything solely through Facebook and carrying out e-mail marketing with clients, she prefers personalized attention. They show on YouTube the experiences and everything lived in the events to which people have access. American Express Invites has no extra cost, the type of access that can be had is assigned, according to your type of credit card American Express
