Assessing the Impact of Digital Marketing Strategies on Customer Engagement in Commercial Banks
Keywords:
Digital marketing, commercial banks, customer engagement, CRM (customer relationship management), personalizationAbstract
The rise of digital technology has revolutionized how commercial banks interact with their customers. With increasing competition and evolving customer expectations, traditional marketing methods are no longer sufficient. This thesis examines how digital marketing strategies—such as social media marketing, content marketing, SEO, CRM systems, and personalized campaigns—impact customer engagement in commercial banks. Drawing on primary research including surveys and interviews, as well as secondary sources, this study explores how effectively these strategies foster customer interaction, satisfaction, and loyalty. Findings suggest that while digital marketing significantly enhances engagement, its success depends on personalization, consistency across channels, and the strategic integration of customer data.
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