New Approaches in the Banking sector to Communicate with customer segments

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F15%3A%230000130" target="_blank" >RIV/04274644:_____/15:#0000130 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

New Approaches in the Banking sector to Communicate with customer segments

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

New Approaches in the Banking sector to Communicate with customer segments

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

MARKETING IDENTITY Digital Life – part II.

ISBN

9788081057809

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

16

Strana od-do

190-205

Název nakladatele

Univerzita sv. Cyrila a Metoda v Trnave

Místo vydání

Trnava

Místo konání akce

Smolenice

Datum konání akce

1. 1. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000380527400017