The rise of digital banking accelerates the development of digital financial services. Automatic bill payment is one of them. I will introduce how to educate customers through product marketing.
In credit card business, automatic bill payment is one of financial service. It aims to enhance customer loyalty and save costs for collection charges.
Main goals :
(1) Guide customers to open an account.
(2) Then, guide customers to set up automatic bill payment.
Tasks :
(1) Launch marketing campaigns.
(2) Develop marketing strategy.
(3) Budget and project management.
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Know your customer touchpoints, design trigger points for them.
Promote service through digital channels such as websites, social media, email, and mobile apps.
Analyze customers’ behavior and background through data and deliver corresponding content to achieve precision marketing.
Know our customers’ credit card journey.
Profile our target audience for making proper content.
Thrifty and be careful of money and how to spend it. Usually pay attention on credit card rewards programs and marketing campaigns. Easily learn to use digital financial services. Have used the service such as online applying for a credit card, online paying for bills.
Strive for work and family and try to balance them in their busy life. Usually pay with credit cards and use mobile payments. They have no time to go to banks, so they prefer getting things done online. They are also Willing to try new financial services. Get used to go to convenience stores to pay bills.
Be top-level managers and they have no time to go to the bank to apply for financial services. Their busy life makes them forget to pay bills, and then they have to pay interest.
Through target audience profile, I propose customers’ pain points and needs such as forgetting to pay bills, being attracted to marketing campaigns for cashback, and lazy to go to the bank and so on. According to these findings, I produce content and design wireframes to visual designers, so that I can publish them on digital marketing channels such as apps, email, sms, social media, telemarketing.
With data analysis skill, I use SQL to analyze customers’ behavior and background and deliver corresponding content to achieve precision marketing.
Customers who have payroll account are more willing to set up automatic bill payment because of higher customer interaction.
In app, I set up push notification for customers who have recently used mobile payments. That means their will for using digital services is higher.
Be a product marketing manager, the valuable thing I learn is to explore methods to drive and educate customers to use financial services. Like a scientist, I try a lot of different target audience to test their conversion rate. Like a planner, I contrive to ideate various marketing campaigns to drive business growth. Under limited resources, I learn to how spend budget well, launch campaigns, and find insights through data analysis.
