Polyway: 2021 Financial Marketing Live Broadcast Research Report

With the needs of business development, live streaming is constantly expanding to various scenarios in the financial industry, giving rise to different live streaming scenarios such as "finance + cultural creativity, finance + poverty alleviation, investment advisory services, in addition to roadshows, science popularization, summits, new product launches, etc."

However, since financial products such as funds, securities, and insurance are often intangible and inseparable from services, and their use value is also very different from that of products in other industries, the marketing of the financial industry has always had the following four pain points: difficulty in product display, difficulty in gaining customer trust, difficulty in reaching young customers, and difficulty in meeting personalized needs.

Based on the above four pain points, there will be four trends in the future of financial product marketing, namely, the transfer of marketing channels to live broadcast rooms - live broadcast, marketing information is content - content, digitalization improves marketing efficiency - digitalization, and integrated marketing in multiple scenarios in public and private domains - ecologization.

As a form of information transmission, live streaming has the characteristics of real-time, interactivity and authenticity in information interaction from the enterprise side, and also has the capabilities of content, scenario and digitization; from the user side, according to iResearch data, among the content marketing forms that consumers have been exposed to in the past, live streaming is second only to short videos, accounting for as high as 47.0%. This shows to a certain extent that live streaming can well solve the above four pain points faced by financial products in marketing, and has gradually become a standard for the financial industry to carry out product marketing, corporate publicity and other actions.

Especially as consumers go online, potential customers can gradually become customers through live broadcast consultations, and all financial services can be completed online. Live broadcasting directly accelerates the digitization of financial service chains. Under such trends and waves, rough and unsystematic live broadcasting will become a thing of the past, while refined live broadcast content operations, live broadcast platform upgrades, and marketing model innovations will usher in the second half of the industry's professionalization.