The “FIST” Principle Research Of Banks’ Digital Marketing Communication In The Age Of Internet Financial

In China people usually think of the year 2012 as “The first year of the Internet financial”. The developing Internet financial quickly spread by using a variety of digital marketing channels such as Internet platform and mobile payment. It became so popular by combining with the financial services and products. The Internet financial made a great influence on commercial banks. In the financial reform, banks as the representative of the traditional financial attacked from the Internet financial.Paper argued that the digital marketing communications took the place of traditional marketing communication mode in the age of the Internet financial. The development of network technology contributed the generation of the big data by gathering the information quickly. Commercial banks transformed their marketing strategy from one-way to two-way. The interactive experience marketing and interactive marketing became new trends of marketing communication. In the competition between commercial banks and Internet companies, banks should always have clear understanding and analysis of the marketing environment. Banks also should be strategic and predictable to develop marketing strategy.Paper put forward the “FIST” principle of digital marketing communication in the Internet financial age at the first time. The “Flexibility” principle could insight into the Internet financial trends and required banks to change their marketing relationship with costumes and pay attention to interactive marketing to grasp the latest hot spots and Internet trends. The constantly breaking and advancing “Innovation” principle claimed that banks need to change their communication method and the way of thinking, emphasized on Internet technology innovation. The “Satisfaction” principle focused on experience requires to value their customers’ interests and to establish a long-term relationship. The sustainable developing “Training” principle argued that the training way of marketing communication talents need to be changed. Banks should committee to creating professional digital marketing communication team.