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MARKETING OF BANKS AND BANKING PRODUCTS


FEATURES OF THE INDUSTRY

The banking sector is one of the pillars of the country's financial system and includes all commercial and non-profit banks, their branches, and representative offices, which provide various banking services. Banking business encompasses all operations and services provided by banks to meet the financial needs of clients, such as deposits, loans, investment services, payments, asset management, financial consulting, etc. The banking sector plays a key role in the functioning of the economy, providing financial support for enterprises, governments, and individuals. From a marketing perspective, banks and banking services constitute an extremely complex industry due to a number of sector-specific characteristics that differentiate it from other sectors of the economy. Here are the main characteristics of the industry that affect the marketing of banks and banking services:

• Interdependence with the economy. The banking sector is deeply interdependent with the state of the economy, as changes in the economy, such as production growth or decline, unemployment rate, inflation level, etc., directly affect banking activities, changing the level of deposit inflows, demand for loans, stability of loan portfolios, regulatory and supervisory methods, and overall financial stability of banks and their ability to perform their functions in the financial system. Changes in the economy also affect the marketing of banks and banking services, requiring adaptations of promotion and communication strategies to respond to changes in the needs and behaviors of clients.

• B2B and B2C segmentation. The segmentation of banking services into B2B and B2C is determined by differences in the needs and characteristics of clients. In the B2B segment, banks focus on servicing business needs, such as corporate loans and everyday account and payment services. In the B2C segment, the focus is on the needs of individual consumers, such as savings accounts, card services, and loans. This segmentation determines the marketing strategies of banks, which develop products, services, and communication strategies for each segment to better meet the needs and expectations of clients and provide competitive advantages in the financial market.

• Digital transformation. The digital transformation of banks is the process of implementing and integrating advanced digital technologies to optimize banking processes, improve customer experience, and increase service efficiency. This includes a wide range of initiatives from automating operational processes to developing new digital products, opening up opportunities for banks to expand their audience, improve competitiveness, and provide a more innovative and flexible approach to meeting the needs of modern clients. Indeed, the times of visiting a bank to pay utility bills, when one had to stand in line with dozens of people, are long gone.

• Trust and reputation. Trust and reputation in the banking sector are key elements that determine relationships with clients and a bank's competitive position in the market. Based on long-term relationships and professional service, clients' trust contributes to increasing their loyalty to the bank, which is important for retaining current and attracting new clients. The reputation of a bank is determined by its ethical standards, financial stability, and the quality of services, which is reflected in client assessments, agency ratings, and overall public perception, influencing its success and competitiveness in the market. Trust and reputation are the main consumer equity of a bank, which determines its marketing and commercial practices.

• Government regulation. Government regulation in the banking sector plays a key role in ensuring the stability and reliability of the financial system, including by establishing regulatory requirements for capital, liquidity, and risk management, as well as by conducting regular monitoring of banks' activities. This contributes to preventing financial crises, ensuring compliance with high standards of corporate governance and customer protection, as well as increasing trust in the banking system as a whole, which is important for the stability and effective functioning of the country's economy. Accordingly, bank marketing also faces limitations dictated by strict government regulation of banking operations.

• Competition. Competition in the banking sector, including competition from FinTech companies, startups, and non-bank financial institutions, is becoming increasingly intense, pushing traditional banks towards innovation and improving their own services. FinTech companies, utilizing advanced technologies, rapidly introduce new digital solutions and financial products to the market that meet the latest requirements and needs of clients, creating new opportunities for convenient and fast access to financial services. This compels traditional banks to adapt, invest in digital technologies, and develop innovative strategies to remain competitive, provide the expected level of service, and maintain leadership positions in the financial market.

• Alternative financial instruments. The absence of a developed securities market, distrust in government bonds, and underdeveloped pension insurance create favorable conditions for the banking sector, which plays into the hands of banks when there are few alternatives for savings and investment. However, at the same time, reality offers investors other options, such as cryptocurrencies and various startups, which attract more attention, diverting it from traditional banking services and creating competition for banks. This situation stimulates the banking sector to innovate and develop new products to meet client needs, implementing appropriate marketing measures.

• International banking. International banks influence the market for banking services within the country through a range of mechanisms, including access to international capital and financial markets, exchange of experience and technologies, and implementation of best practices in internal processes and customer interaction. Additionally, international banking contributes to attracting foreign investments, developing international trade and exports, which promotes the overall development of the banking sector. It also affects competition in the domestic market, stimulating banks to innovate and improve the quality of services to attract and retain clients in accordance with international standards and practices, which also reflects in the marketing of banking services.

Overall, as we can see, the banking sector is a fundamental industry of the economy with numerous features and characteristics that can affect the marketing activities of banks. The list of characteristics can certainly be extended, but for the development of the marketing mix and understanding the current state of affairs, the above-mentioned characteristics are fundumental. Thus, how can one compete and build an effective marketing mix in banking business under such conditions? How can one avoid marketing mistakes that even large banks with in-house marketers make? How can the development of a bank and its success in the market be ensured through well-thought-out marketing decisions?


SOME GENERAL STRATEGIES AND APPROACHES

According to the broad financial capabilities, banks utilize a very powerful set of marketing strategies, approaches, and tools characterized by deep integration and complementarity. Here are the main ones:

• Strategic segmentation and integration. In the banking sector, a clear division of business into B2B and B2C areas is very evident. It is important to understand that such segmentation is strategic and means that under the general bank brand, two very different business areas of activity coexist, aimed at very different groups of clients. However, it is necessary to understand that such segmentation does not imply divergent separated strategies but rather entails the need for quite complex integration of marketing efforts. The strategic segmentation approach contributes to a better understanding of the needs of different client groups and their satisfaction, and further integration allows creating a balanced bank brand, complementing parity points and differentiation points, having a unified powerful identity. Segmentation into B2B and B2C with subsequent integration of marketing programs contributes to increased customer loyalty, development of long-term relationships, and strengthening market positions, creating uniqueness and value that help the bank achieve its strategic goals.

• Target audience segmentation. In addition to understanding the B2B and B2C business specifics, bank marketers need to track and analyze the engagement of various target audiences. Within the B2B, the bank should understand the engagement of clients in terms of economic sectors, enterprise size by capital, cashlow, and the number of employees, etc. Within the B2C segment, the bank should be interested in its positions regarding attracting individuals by age, income level, social status, etc. Target audience segmentation allows the bank to create and adjust marketing programs that best meet the needs and expectations of each target segment. Moreover, the analysis of the engagement of target audiences helps identify the most promising segments for further development, which contributes to increasing the effectiveness of marketing efforts.

• Digital marketing ecosystem. The digital marketing ecosystem in the banking sector includes a mix of digital platforms, online tools, and analytical systems aimed at attracting, retaining, and developing a customer base. It combines various communication channels such as websites, mobile applications, social media, and email with innovative solutions such as artificial intelligence and machine learning, big data analytics, and personalized services, allowing banks to effectively interact with customers, adapt to their needs, and provide competitive services in conditions of stiff competition from other banks, financial institutions, and a significant number of Fintech companies and products.

• SEO. Online promotion for banks has traditionally been considered not particularly productive in terms of SEO due to a lack of genuinely interesting material for the general population regarding financial topics. However, in recent decades, with the development of technology, so many new and interesting topics related to finance and business have emerged that there is a huge opportunity to create educational and explanatory content, which contributes to the promotion of bank websites on the internet. The most successful cases include the creation of various libraries of overview articles, glossaries, online academies, and other materials on financial, business, and technological topics, which allows promoting bank websites online, increasing awareness of services, and creating an image of institutions that not only provide financial services but are also a source of practical knowledge and support.

• SMM and SERM. Social media marketing (SMM) and search engine reputation management (SERM) have become key components of bank strategies in the modern digital landscape. Society increasingly uses social networks as a means of communication and information acquisition, so active presence of banks on these platforms has become extremely important. SMM allows banks to build and maintain interaction with clients through popular social platforms, responding to requests and feedback in real-time. On the other hand, SERM allows banks to control online reputation, actively monitor and respond to user reviews and comments, timely address potential negative situations, and rectify negative image. Thus, the use of SMM and SERM contributes to increasing customer loyalty, improving the bank's reputation, and enhancing its competitiveness in the digital space.

• Traditional advertising. Traditional advertising in the banking sector remains an important tool for customer acquisition and brand support, using mass media such as television, radio, press, and outdoor advertising to reach a wide audience. Strategies of traditional advertising typically focus on building trust in the brand, highlighting its unique advantages, and providing information about products and services. However, considering the increasing competition and changes in consumer behavior, banks are increasingly integrating traditional methods with modern digital strategies to ensure more effective and targeted way of their advertising efforts.

• Personalized marketing. Personalized marketing in the banking sector is becoming an increasingly important tool for customer acquisition and retention, as marketers recognize the importance of individualized approach to each client. This approach is based on collecting and analyzing data about customers, their needs, habits, and behavior, to provide personalized offers and recommendations tailored to the specific needs of each customer. Personalized banking includes individual offers of financial instruments aimed at achieving the client's financial goals. Personalized marketing helps banks build deeper and more meaningful relationships with customers, increase their loyalty and satisfaction.

• Social responsibility marketing. Social responsibility marketing is not only a strategic tool for increasing awareness and positive perception of the bank's brand but also a key component in building trust and relationships with customers. This approach involves incorporating social aspects into marketing activities, such as participation in charities, environmental initiatives, funding social projects, and sponsoring cultural events. Social responsibility marketing demonstrates the bank's commitment to society and the environment, enhancing its reputation as a socially responsible player in the financial industry, which is reflected in increased trust and customer loyalty.

Also, it is necessary to note that within the scope of one article, we cannot show all the pitfalls or demonstrate all the marketing methodologies and tools specific to the banking industry. These are just a few examples of quite general marketing approaches that can be applied to banking. From a practical point of view, everything is much more complex - the choice of a specific marketing strategy and tools depends on the target audience, competitive environment, and unique advantages of the bank, etc. At the same time, it is desirable to understand that marketing of banking products may face a number of specific problems that are unique to each individual case and require an individual approach to their solution.

Achieving the commercial objectives of a company through effective marketing requires a deep understanding of the market situation, consumer needs, the ability to analyze and explore alternatives, and a creative approach to problem-solving. Our company has extensive experience in defining optimal marketing strategies for our clients' businesses, creating a strong brand and market positioning, as well as developing a marketing mix and implementing the chosen strategy. You can familiarize yourself with the services and solutions our company offers on the "Services" and "Solutions" pages, respectively.