DEVELOPMENT OF THE MARKETING COMMUNICATIONS OF COMMERCIAL BANKS THROUGH A SEGMENT-ORIENTED APPROACH
Abstract. In the conditions of fierce competition in the market of banking products, commercial banks should develop measures to attract attention of customers and to develop their loyalty to the banking institution, the develop its brand and to increase its capital. It has been established on the basis of the analysis of secondary marketing information that the bank’s marketing communications play a significant role in this, but it is important to ensure the growth of their efficiency. This can be achieved using a segment-oriented approach to their development. The goal of the present article is to establish the preferences in different segments of the banking product market as far as certain marketing policy tools of the banking institution’s communications are concerned as well as to identify the features of the banking product market segmentation that reflect the difference in such preferences. The results of the collection and processing of the primary marketing information obtained from customer surveys and processed using the criterion allowed to establish the dependence of the impact of marketing communications tools of commercial banks on customers depending on their age and the actual absence depending on the customer gender. During information collection and processing all respondents were divided into three groups: of 18—35, 36—60, and above 60, depending on their age. Taking into account the results of the survey, the recommended structure of marketing communication components for banking institutions depending on the affiliation of customers to a certain market segment was developed, the means of dissemination of information appeals, recommended measures aimed at dissemination and their main content were identified. The analysis revealed that some tools of marketing communications of banking institutions affect customers belonging to different market segments. Here we primarily speak about personal sale and consulting customers during personal sale, implementation of the bank’s measures aimed at environmental protection, increased rates for deposit products. At the same time, it has been established that other bank marketing communication tools have an impact only on a certain target customer group. In particular, advertising on television and radio can be important for providing information to people above 60, and information on bank websites — to younger people. Public relations measures also differ in terms of the efficiency of their impact on respondents of different age. To be more specific, health care funding measures are more important for the elderly people, while assistance provision to the needy is more important for young and middle-aged people.
Keywords: marketing communication policy, commercial bank, segment-oriented approach, advertising, personal sale, public relations, sales promotion measures.
JEL Classification G20, G21, M31, M39
Formulas: 0; fig. 1; tabl. 7; bibl.: 14.
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Copyright (c) 2021 М. Демко, Н. Косар, Н. Кузьо, Й. Похопень
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