Digital Marketing in Banking Activities – Suggestions for Vietnam Banks from International Experiences
top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

Published: 28 February 2019

Digital Marketing in Banking Activities – Suggestions for Vietnam Banks from International Experiences

Do hoai Linh, Le Phong Chau, Khuc The Anh, Do Thi Thu Thuy

National Economics University, Vietnam

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.02.01.66

​

​

Abstract

Based on the innovation of science and technology in a fierce competitive environment, digital marketing has emerged as an inevitable trend for businesses with no exception from banking areas. With the target of reaching out and providing services to progressively demanding customers, current marketing tools need to be further improved to create the best interaction. Hence, the authors aim at clarifying the concept of digital marketing, which is a new trend in banking development globally, followed by experiences as well as proposing suggestions for banks in transitional countries such as Vietnam.

References

  1. Cognizant (2016), Digital marketing in banking: evolution and revolution, direct links last accessed on August 1, 2016 at https://www.cognizant.com/whitepapers/digital-marketing-in-banking-evolution-and-revolution-codex1920.pdf

  2. Costas Klimis (2010), Digital marketing: the gradual integration in retail banking, direct links last accessed on August 1, 2016 atwww.act.edu/misc/klimis_article.pdf

  3. Damian & Calvin Jone (2009), Understanding Digital Marketing – Marketing strategies for engaging the digital generation, London and Philadelphia.

  4. Jim Marous (2018), How Leading Financial Brands Are Using Digital Marketing To Win Consumers, Retrieved at: https://thefinancialbrand.com/75882/financial-banking-digital-advertising-marketing-media-trends/

  5. Kent Wertime & Ian Frenwick (2009), DigiMarketing: The Essential Guide to New Marketing & Digital Media, translation in Vietnamese of Tin Viet, proofread by Le Thuy Hanh, Knowledge Publishing House, Hanoi.

  6. Pham Hong Hoa (2013), Application Process of Internet Marketing in Small and Medium Enterprises of Vietnam, PhD Dissertation in Economics, National Economics University, Hanoi.

  7. Philip Kotler (2003), Marketing Management, translation in Vietnamese by Vu Trong Hung, Statistics Publishing House, Hanoi.

  8. Q&Me Vietnam Market Research (2018), The digital marketing landscape in Vietnam, Retrieved at: Q&Me Vietnam Market Research

  9. Susan Marshall (2015), 5 Digital Marketing Trends in Banking for 2016, direct links last accessed on August 1, 2016 at http://thefinancialbrand.com/54885/2016-digital-marketing-trends-in-banking/

  10. Prime Minister (2010), Decision No. 1073/2010/QD-TTg approving the Master Plan for Development of E-commerce in the period 2011 – 2015, issued on July 12, 2010.

  11. Tunde Olanrewaju (2014), The rise of the digital bank, direct links last accessed on August 1, 2016 at http://www.mckinsey.com/business-functions/business-technology/our-insights/the-rise-of-the-digital-bank

  12. Wipro & Efma (2013), The global retail banking – Digital marketing report 2013, direct links last accessed on August 1, 2016 at http://www.finanzprodukt.ch/aktuelle-studien/global-retail-banking-digital-marketing-report-2013/

bottom of page