D 2015

New Approaches in the Banking sector to Communicate with customer segments

PETRŮ, Naděžda

Základní údaje

Originální název

New Approaches in the Banking sector to Communicate with customer segments

Název česky

Nové přístupy ke komunikaci se zákaznickými segmenty v sektoru bankovnictví

Autoři

PETRŮ, Naděžda (203 Česká republika, garant, domácí)

Vydání

Trnava, MARKETING IDENTITY Digital Life – part II. od s. 190 - 205, 16 s. 2015

Nakladatel

Univerzita sv. Cyrila a Metoda v Trnave

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50200 5.2 Economics and Business

Stát vydavatele

Slovensko

Utajení

není předmětem státního či obchodního tajemství

Forma vydání

paměťový nosič (CD, DVD, flash disk)

Kód RIV

RIV/04274644:_____/15:#0000130

Organizační jednotka

Vysoká škola finanční a správní

ISBN

978-80-8105-780-9

ISSN

UT WoS

000380527400017

Klíčová slova česky

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

Klíčová slova anglicky

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

Štítky

Příznaky

Mezinárodní význam, Recenzováno
Změněno: 24. 3. 2017 12:53, Ing. Dominika Moravcová

Anotace

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.