New Approaches in the Banking sector to Communicate with
customer segments

D 2015

New Approaches in the Banking sector to Communicate with customer segments

PETRŮ, Naděžda

Basic information

Original name

New Approaches in the Banking sector to Communicate with customer segments

Name in Czech

Nové přístupy ke komunikaci se zákaznickými segmenty v sektoru bankovnictví

Authors

PETRŮ, Naděžda (203 Czech Republic, guarantor, belonging to the institution)

Edition

Trnava, MARKETING IDENTITY Digital Life – part II. p. 190 - 205, 16 pp. 2015

Publisher

Univerzita sv. Cyrila a Metoda v Trnave

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50200 5.2 Economics and Business

Country of publisher

Slovakia

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

storage medium (CD, DVD, flash disk)

RIV identification code

RIV/04274644:_____/15:#0000130

Organization unit

University of Finance and Administration

ISBN

978-80-8105-780-9

ISSN

UT WoS

000380527400017

Keywords (in Czech)

Komunikace, segmentace, sociální sítě, Facebook, obsahový marketing, banka

Keywords in English

Communication; segmentation; social networks; Facebook; content marketing; bank.

Abstract

V originále

This document deals with the options of using interactive communication and its trends in bank communication with selected customer segments. The article determines the theoretical concept of marketing communication trends on the Internet, content marketing, and communication options of social networks. Part of the document deals with the segmentation variables of existing as well as potential bank clients, and specifies the basic criteria of segments in what is known as the colour segmentation. Based on analysing and evaluating the data primarily acquired from the Facebook pages of accidentally selected banking institutions, it is stated that the monitored banks still fail to take full advantage of the content marketing potential on the social network, and fail to specify their communications according to customer segment needs. The conclusion highlights the fact that today it is no longer enough just to reiterate that the bank is most reliable, largest, that it offers free bank account management, etc. With the Internet, clients can easily obtain information, read other people's experiences, service reviews, independent survey results and other data required for their shopping decisions. It can be expected that those banks which will successfully answer client questions, educate clients, tell them stories, and give them the information they need will become credible advisors and experts in their sector for the clients.

Citovat

PETRŮ, Naděžda. New Approaches in the Banking sector to Communicate with customer segments. In Matúš, Petranová. MARKETING IDENTITY Digital Life – part II. Trnava: Univerzita sv. Cyrila a Metoda v Trnave, 2015, p. 190 - 205. ISBN 978-80-8105-780-9.

@inproceedings{5496,
   author = {Petrů, Naděžda},
   address = {Trnava},
   booktitle = {MARKETING IDENTITY Digital Life – part II.},
   editor = {Matúš, Petranová},
   keywords = {Communication; segmentation; social networks; Facebook; content marketing; bank.},
   howpublished = {paměťový nosič},
   language = {eng},
   location = {Trnava},
   isbn = {978-80-8105-780-9},
   note = {AR2016/2017 - odesláno do RIV. (duben 2017)},
   pages = {190 - 205},
   publisher = {Univerzita sv. Cyrila a Metoda v Trnave},
   title = {New Approaches in the Banking sector to Communicate with customer segments},
   year = {2015}
}

TY  - JOUR
ID  - 5496
AU  - Petrů, Naděžda
PY  - 2015
TI  - New Approaches in the Banking sector to Communicate with customer segments
PB  - Univerzita sv. Cyrila a Metoda v Trnave
CY  - Trnava
SN  - 9788081057809
N1  - AR2016/2017 - odesláno do RIV. (duben 2017)
KW  - Communication
KW  - segmentation
KW  - social networks
KW  - Facebook
KW  - content marketing
KW  - bank.
N2  - This document deals with the options of using interactive communication and its trends in bank communication with selected customer segments. The article determines the theoretical concept of marketing communication trends on the Internet, content marketing, and communication options of social networks. Part of the document deals with the segmentation variables of existing as well as potential bank clients, and specifies the basic criteria of segments in what is known as the colour segmentation. Based on analysing and evaluating the data primarily acquired from the Facebook pages of accidentally selected banking institutions, it is stated that the monitored banks still fail to take full advantage of the content marketing potential on the social network, and fail to specify their communications according to customer segment needs. The conclusion highlights the fact that today it is no longer enough just to reiterate that the bank is most reliable, largest, that it offers free bank account management, etc. With the Internet, clients can easily obtain information, read other people's experiences, service reviews, independent survey results and other data required for their shopping decisions. It can be expected that those banks which will successfully answer client questions, educate clients, tell them stories, and give them the information they need will become credible advisors and experts in their sector for the clients.
ER  -

PETRŮ, Naděžda. New Approaches in the Banking sector to Communicate with customer segments. In Matúš, Petranová. \textit{MARKETING IDENTITY Digital Life – part II.}. Trnava: Univerzita sv. Cyrila a Metoda v Trnave, 2015, p.~190 - 205. ISBN~978-80-8105-780-9.

Detailed Information on Publication Record