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                                <time datetime="2022-05-11 15:21:10" class="blog-post__timestamp">
                                    May 2022
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        <h1><span id="hs_cos_wrapper_name" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="text">Estas son las acciones que producen mayor impacto en la venta digital de productos financieros</span></h1>
        <div class="blog-post__meta">
          <!-- <a href="https://www.digiventures.la/recursos/blog/author/digiventures" rel="author">
            Digiventures
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          <time datetime="2022-05-11 15:21:10" class="blog-post__timestamp">
            May 2022
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        <div class="blog-post__body">
          <span id="hs_cos_wrapper_post_body" class="hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text" style="" data-hs-cos-general-type="meta_field" data-hs-cos-type="rich_text"><p style="text-align: justify;">Si quiere ofrecerles a los usuarios una experiencia satisfactoria, la industria bancaria actual debe centrar sus esfuerzos en impulsar y mejorar permanentemente los procesos relacionados con la venta digital de sus productos financieros.</p>
<!--more--><p style="text-align: justify;">Ahora bien, para lograr resultados efectivos en materia de comercialización de servicios bancarios en canales online, es necesario que estas entidades entiendan la importancia de la innovación y del marketing digital y que, al mismo tiempo, lleven a cabo una batería de acciones concretas.</p>
<h2><strong><span style="font-size: 17px;">Innovación tecnológica, una necesidad que atraviesa a la industria de la banca</span></strong></h2>
<p style="text-align: justify;">No hay dudas de que la transformación digital es uno de los principales desafíos que atraviesan las organizaciones del sector bancario y financiero.</p>
<p style="text-align: justify;">La necesidad de transformarse e innovar digitalmente está directamente asociada a los cambios de comportamiento de los clientes. En la actualidad, los usuarios se han volcado a la virtualidad y demandan una atención personalizada, rápida y que se ajuste a sus requerimientos.</p>
<p style="text-align: justify;">De modo que, para hacer frente a este panorama y competir con neobancos y fintechs, las entidades bancarias deben diseñar y desplegar procesos que les permitan llevar a cabo la venta digital de productos financieros y atender este nuevo flujo de demanda.</p>
<p style="text-align: justify;">Asimismo, es imprescindible que la transformación tecnológica esté enfocada en proporcionarles a los clientes una experiencia de usuario satisfactoria que los ayude a cumplir sus objetivos sin fricciones ni complicaciones.</p>
<h2><strong><span style="font-size: 17px;">Marketing digital, un aliado fundamental</span></strong></h2>
<p style="text-align: justify;">Para potenciar la comercialización de sus productos en los canales virtuales, los bancos deben apoyarse en diferentes herramientas. El marketing digital es una de ellas: a través de diversas estrategias, favorece la comercialización en el mundo online, priorizando la inmediatez, la personalización y las mediciones continuas de resultados.</p>
<h3><strong><span style="font-size: 13px;">Segmentación del público</span></strong></h3>
<p style="text-align: justify;">En líneas generales, los bancos tienen diferentes tipos de clientes, entre los que se encuentran la generación Z, los millennials y los baby boomers, entre otros. Ahora bien, la forma de interpelar a cada uno de estos grupos no es la misma, así como tampoco lo son los productos que consumen.</p>
<p style="text-align: justify;">La segmentación de los diversos públicos permite desarrollar las estrategias de comunicación y comercialización adecuadas para cada uno de los buyer persona. En las herramientas de Marketing digital, es importante tener en cuenta esta segmentación del público para ofrecer el producto financiero indicado para cada segmento.</p>
<p style="text-align: justify;"><strong><span style="font-size: 13px;">Branding unificado</span></strong></p>
<p style="text-align: justify;">Hoy en día, además de contar con sitios web, los bancos tienen perfiles en redes sociales donde los consumidores tienen la posibilidad de interactuar con las instituciones para conocer servicios y evacuar dudas.</p>
<p style="text-align: justify;">Una estrategia de marketing digital efectiva cuida de estos canales, asegurándose de que todos los elementos de branding (colores, logos, tipografía, redacción, etc.) estén en sintonía con la voz elegida para la marca en todos los espacios de comunicación, como páginas web, redes sociales y piezas de email marketing, entre otros.</p>
<h3><strong><span style="font-size: 13px;">Generación de contenidos</span></strong></h3>
<p style="text-align: justify;">Además, una estrategia de marketing digital efectiva también presta especial atención a los contenidos que se construyen en torno a la marca, con el objetivo de proveerles a los clientes piezas que se ajusten a sus perfiles y necesidades.</p>
<p style="text-align: justify;">Un contenido que interpela y genera identificación en los usuarios potencia la imagen de la marca y ayuda a impulsar las ventas.</p>
<p>&nbsp;</p>
<h2><strong><span style="font-size: 17px;">Venta digital de productos financieros: acciones de impacto</span></strong></h2>
<p style="text-align: justify;">Ahora que ya conoces la importancia que tienen la innovación tecnológica y las estrategias de marketing digital para la industria bancaria, es momento de concentrarnos en aquellas acciones que generan mayor impacto en la venta digital de servicios financieros.</p>
<h3><strong><span style="font-size: 13px;">Integración tecnológica</span></strong></h3>
<p style="text-align: justify;">Una de las claves para agilizar la comercialización es entender que el cambio de hábitos de los clientes y el surgimiento de nuevos competidores, como fintechs y neobancos, obliga a que las instituciones bancarias construyan procesos digitales personalizados y dinámicos.</p>
<p style="text-align: justify;">Integrar diferentes tecnologías les permite a las entidades bancarias generar propuestas de valor para sus clientes que hagan foco en la personalización y en la rapidez de las respuestas. Inteligencia artificial, <em>cloud computing</em>, big data, chatbots, son algunas de las soluciones a implementar.</p>
<h3><strong><span style="font-size: 13px;">Personalización de la comercialización</span></strong></h3>
<p style="text-align: justify;">Para lograr una estrategia de venta digital exitosa de productos financieros es imprescindible que los bancos conozcan a fondo a sus clientes y que construyan una oferta <a href="https://www.digiventures.la/recursos/blog/la-importancia-de-la-personalizaci%C3%B3n-en-la-venta-de-productos-financieros"><span>personalizada</span></a> de servicios.</p>
<p style="text-align: justify;">Si cuentan con información sobre sus rutinas, estilos de vida y requerimientos financieros, las entidades bancarias pueden anticipar las necesidades principales de los consumidores. De esta forma, no solamente pueden diferenciarse de sus competidores, sino también favorecer la percepción positiva de los clientes, fidelizándolos y reteniéndolos.</p>
<h3><strong><span style="font-size: 13px;">Diseño simplificado y centrado en el usuario</span></strong></h3>
<p style="text-align: justify;">A la hora de interactuar con las plataformas digitales, los usuarios demandan experiencias rápidas y sin fricciones. Por eso, para optimizar la venta digital de productos financieros, los bancos deben prestar especial atención al <a href="https://www.digiventures.la/recursos/blog/banca-retail-mejorar-ratio-conversion"><span>customer journey</span></a> virtual. Si las plataformas son lentas o contienen información poco clara que ralentiza el recorrido, la experiencia de los clientes estará lejos de ser satisfactoria. Se debe pedir la información justa y necesaria al usuario para que no sienta incomodidad al completar el formulario.</p>
<p style="text-align: justify;">La clave es construir plataformas intuitivas que hagan foco en el UX (<em>user experience</em>) y les permitan a los consumidores alcanzar sus objetivos de la forma más rápida y sencilla posible.</p>
<h3><strong><span style="font-size: 13px;">Comunicación optimizada</span></strong></h3>
<p style="text-align: justify;">A la hora de vender, la confianza y la comunicación son claves. Sin una estrategia comunicacional que acerque la marca al cliente, la comercialización de productos se vuelve una tarea engorrosa.</p>
<p style="text-align: justify;">Ofrecer canales de comunicación variados que construyan relaciones duraderas entre los usuarios y los bancos, y prioricen las interacciones simples, ágiles y transparentes, es fundamental. Como también lo es, tener una herramienta de gestión que pueda centralizar todos los canales en un mismo lugar.</p>
<p style="text-align: justify;">&nbsp;</p>
<p style="text-align: justify;">¿Quieres impulsar la venta digital de productos financieros de tu organización?<a href="https://www.digiventures.la/contacto?hsLang=es"> <span style="color: #1155cc; text-decoration: underline;">Contáctanos</span></a>.&nbsp;&nbsp;</p>
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