Analyzing the Uses of Event Marketing Strategy as the Experiential Marketing Strategy of Bank: A Study on a Commercial Bank Limited

Abstract

The study investigates is to analyze the uses of event marketing of a bank: A study on a commercial bank. To identify the uses of event marketing as experiential marketing in the banking sector is present in Bangladesh. It is clear that event marketing makes the bank more profitable than other advertising strategies because it can grasp client attention than other marketing strategies. Event marketing can increase loans more than other advertising strategies. Event marketing strategy is that given greater control over clients because it can grasp clients' minds with memorable experiences or promotional events. The findings of this study suggest that most government bank doesn’t pay more attention to event marketing. But private banks pay more attention to event marketing and experiential marketing and they are beneficial with this. So it can be that a combination of event marketing and experiential marketing is the best solution for any bank for chooses their marketing tools. In commercial bank limited they need to increase event marketing because the uses of events become increasing day by day. An event marketing strategy that has a big opportunity in Bangladesh. There is no potential risk of using event marketing in the bank.

An Alternative to Coping with COVID-19—Knowledge Management Applied to the Banking Industry in Taiwan

“…Özkaynar (2022) argued that banks' marketing strategies had to incorporate new technologies such as the Metaverse, Blockchain, and Cryptocurrency. Islam et al (2022) indicated that banks could gain more from event marketing than traditional advertising because the former could generate more attention than the latter. Simultaneously, Uksumenko et al (2017) asserted that banks needed to adapt themselves to the fast changes and made use of digital marketing services such as Internet banking, mobile banking, and ATM, to connect their customers, which could help banks promote their products effectively and reach their marketing goals (Nguru et al 2017).…”

“…Event marketing makes the bank more profitable than other advertising strategies (Islam et al 2022).…”