Refer to the case of private domain traffic operation of state-owned banks?

Many state-owned banks are actually doing private domain traffic, such as Industrial and Commercial Bank of China.

On the one hand, they independently develop and operate APP as a private domain traffic pool; On the other hand, they are constantly exploring channels to drain private domain traffic pools, such as short messages being used. In fact, accurately speaking, they are not using SMS in the traditional sense, but a new type of enterprise SMS with logo, card and menu, which is called "smart SMS" in the industry.

After real-name authentication and enterprise authorization, the VI of the enterprise can be presented, and the menu can jump to the webpage or APP of the enterprise. For example, the smart SMS of ICBC not only displays its logo and company name, but also enhances brand trust and user recognition. There are also customized menus, such as "Quick Card Handling", "Nearby Branch" and "More Services-Credit Card Repayment, Service Hotline". These are the left, middle and right menu details of its scheme. You can jump directly to its APP or H5, fill in the information card, or inquire about nearby outlets and call the service hotline. Customers can

There are several reasons why banks can successfully operate smart SMS private domain traffic:

1. Smart SMS is based on the upgrade of enterprise SMS channel, so the channel number remains unchanged, and the operation is not much different from traditional SMS group sending, which is very convenient;

2. Except for the upgrade fee, there is basically no need for other additional enterprise costs, and short messages are also based on the original monthly service short messages;

3. The short message channel allows enterprises to reach each other actively, which is very fast and almost real-time, which is impossible for other channels;

4.APP can only be used as a flow pool, and cannot drain itself. Therefore, we need a product that can actively reach users and has a conversion and drainage inlet as an aid.