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. p. 190 - 205. ISBN 978-80-8105-780-9. 2015.
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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
Original language English
Type of outcome Proceedings paper
Field of Study 50200 5.2 Economics and Business
Country of publisher Slovakia
Confidentiality degree is not subject to a state or trade secret
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 1339-5726
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.
Tags AR 2015-2016, D, RIV_ne, WOS, xD1
Tags International impact, Reviewed
Changed by Changed by: Ing. Dominika Moravcová, učo 21787. Changed: 24/3/2017 12:53.
Abstract
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.
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