TY  - JOUR
T1  - Studying the Digital Marketing Strategy through Big Data in Banking Sector
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 107
EP  - 115
PY  - 2019
DA  - 2019/11/30
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - Mosescu, Ionuț-Adrian
AU  - Căescu, Ștefan-Claudiu
AU  - Botezatu, Florina
AU  - Chivu, Raluca-Giorgiana
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2019/ETIMM_V01_2019_64.pdf
KW  - Big Data technology
KW  - Digital Marketing
KW  - customer behavior
KW  - customer experience
KW  - financial product
AB  - Along with the development of the Internet and IT technologies, there were noted changes in Digital Marketing Strategy also in Banking Sector. Until recent times, the customers have not had access to a wealth of information about a particular financial product, nor a wide range of financial products available from which to choose at the time of purchase. Thus, until a commercial product was purchased, the buyer went through several stages of the buying process. Banks made real efforts to understand their customers better, why they choose certain financial products, and what their needs are. Researches, tests, and studies were conducted on customers behavior, for the banks to be able to deliver financial products and services that matched the expectations of its customers so that they can be satisfied. But now, in a century of speed and permanent change, more and more customers use the internet in all daily activities from work to leisure activities, social networking, information, shopping and perform banking transactions. These online activities are recorded as datasets and become parts from the Big Data technology. Using the Big Data technology both customers will be able to find the right financial product or desired information, and the Bank to better understand their customer’s behavior and thus better address digital marketing campaigns.
ER  -