Insight Report - Best Practices in Marketing Retail Banking Products - Global Region Industry Size, Share, Trend, Key Trends and Opportunities to 2018

The report discusses key marketing strategies adopted by banks to strengthen their brand values and target diverse customer groups through effective segmentation and product positioning:

It discusses key marketing trends in the retail banking industry in both developed and emerging economies

It highlights key challenges faced by banks in both developed and emerging economies when formulating effective marketing campaigns

It discusses the use of marketing analytics by retail banks in developed and emerging economies to understand customers' buying behavior

It provides a competitive assessment of the customer segmentation, product, and pricing strategies adopted by banks in different markets

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Executive summary

The global banking industry is changing the way it markets products and services, with banks in both developed and emerging economies adopting customer segmentation strategies to distinguish their products from those of their competitors. These strategies have increased banks’ client bases, and the number of potential customers. To capitalize on this, banks have expanded their product portfolios, adopted pricing strategies, and expanded into new regions. Banks are also focusing on the technological aspects of offering their products, and are using analytics to understand consumers’ purchasing behaviors and preferences to offer personalized products and an improved customer experience.

Promotional campaigns through traditional channels such television, radio, print media and telemarketing have been among key initiatives taken by banks to increase brand awareness. The proliferation of video and mobile technology has also enabled banks to market their products and services online, and through mobile channels and social media. As internet access and smartphone...