2023-11-09 12:05:04
Zurich (awp) – Retail banks have increased their investments in digital marketing. In 2023, the amounts budgeted in this segment total 47.6 million Swiss francs, up 16% compared to last year, according to an estimate from the consulting firm Colombus Consulting in its “study on the digitalization of customer experience” published Thursday.
UBS, Postfinance and Raiffeisen retain the podium even if the three establishments stand out in specific areas: social networks (LinkedIn and Instagramm in the lead) for the colossus with three keys, digital marketing and referencing for the financial arm of the Post Office, audience and performance for the St. Gallen banking cooperative. Up one place, Revolut takes the chocolate medal from Credit Suisse, Swissquote maintains its sixth place, and the Banque cantonale vaudoise (BCV) moves up a notch to the detriment of the neo-bank Yuh, launched last year .
“Large retail banks have invested massively in new digital functions, while maintaining a hybrid approach with relational services and advisors who remain at the center of customer relations,” analyzes Jean Meneveau, associate director of Colombus Consulting Switzerland, cited in a press release. The branch has made special efforts for its customers under 18 by setting up dedicated applications allowing them to “spend, save, grow their pocket money, sponsor or even send money to friends”.
In terms of audience, monthly visits to the sites of Swiss establishments – more than a quarter of which come from organic or paid search – decreased by 8.7% to 26 million, while the number of subscribers for The entire branch on the main social networks jumped 16% to 2.7 million.
If the financial services sector is fond of generative artificial intelligence (AI), as evidenced by various projects focused on conversational services, banks’ investments in this area are however twice as significant in the United States as in Europe. “Banking publishers also want to pave the way, in particular Temenos which now offers generative AI within its platform for its banking clients,” notes Jean Meneveau.
The sector also falls short in terms of sustainability, with a tiny number of establishments having integrated environmental performance – complexity, weight, resource optimization – into the management of their website. While most limit themselves to declarations of intent by adhering to different labels, only Swissquote has “paid particular attention to these criteria to date”, indicate the authors of the study.
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