Važnost Razvijanja Digitalne Marketing Strategije

Smoljić, Mirko; Sjever, Trg Žarka Dolinara Sveučilište; Guzovski, Marina; Rudančić, Andreja; Croatia,; sveučilište, Trg J. F. Kennedy b Libertas međunarodno

doi:10.31410/eman.2020.423

Cited by 2 publications

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“…Panova [14] states that banks determine the type of their business model by taking the level of competition into account, as well as the degree of its monopolization, the level of technical and technological equipment of the bank and competition, professionalism of bank employees and the ability of customers to use banking innovations. Proactive action is important to take advantage of opportunities and strengths, minimize threats and weaknesses from the environment and encourage the development of products and services in accordance with the needs and desires of customers [15] as well as the interests of a wide range of heterogeneous groups of customers, suppliers, creditors and many others [16]. Strategic marketing planning refers to identifying and directing towards the achievement of longterm goals, and strategic marketing creates the ability of banking institutions to adapt to changes in the market environment [17].…”

Section: Theory and Literature Reviewmentioning

confidence: 99%

Distribution channels of banking services: Attitudes and preferences of clients

Guzovski¹,

Rudančić²,

Zgurić-Dobrenić³

2022

International Review

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The purpose of this paper is to investigate how the development of information and communication technology affects the choice of distribution channels for individuals, users of banking services. The research aims to show and determine which factors influence natural users when choosing a bank, how technology development affects the distribution channels of banking services, which distribution channels are most represented in the banking sector and why, and whether banks invest enough effort in research its users as active participants in the process of distribution of financial services. The results of the research show that users of banking services are increasingly using digital distribution channels of banking services, of which mobile banking is the most represented, to become clients of a bank based on positive experience or previously opened an account by family. These are more complex services, but they prefer to go to the branch, and that banks do not conduct sufficient research on customer satisfaction, requirements and needs in terms of product or service development. The conclusions based on the conducted research represent valuable knowledge in this part, and only the research can be the basis for further research as well as the development of strategies for the management of distribution channels.

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Section: Theory and Literature Reviewmentioning

confidence: 99%

Distribution channels of banking services: Attitudes and preferences of clients

Guzovski¹,

Rudančić²,

Zgurić-Dobrenić³

2022

International Review

Self Cite

View full text Add to dashboard Cite

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Research on the use of digital marketing in small and medium-sized enterprises in the Republic of Serbia

Ravić,

Baltezarević,

Radić

2022

Megatrend revija

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Digital marketing has been intensively developing in domestic business practice for the last 10-15 years and is keeping pace with the development of information technologies. Digitization of business has opened up a completely new business horizon for companies and has created unlimited opportunities for business development. In the sphere of electronic business, digital marketing has become so important that modern business cannot be imagined without it. The possibilities of applying digital marketing do not depend on the size of the company, so even small and medium-sized companies have the obligation to keep up with trends, to acquire digital literacy and to develop effective digital marketing strategies. The subject of research in this paper is the use of digital marketing in small and medium-sized enterprises in Serbia. The authors of the paper conducted empirical research in the period September-November 2020 on a sample of 87 SMEs operating in Serbia. For the purposes of the research, a Google questionnaire was used, which was distributed electronically to the respondents. The structure of respondents consists of entrepreneurs (business owners), managers and employees. The first part of the questionnaire contains formal questions, while the second part contains professional questions in the field of Internet marketing. This paper will present the results of the research with a discussion and analysis of the answers received, along with drawing conclusions and recommendations for future research.

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Važnost Razvijanja Digitalne Marketing Strategije

Cited by 2 publications

References 0 publications

Distribution channels of banking services: Attitudes and preferences of clients

Distribution channels of banking services: Attitudes and preferences of clients

Research on the use of digital marketing in small and medium-sized enterprises in the Republic of Serbia

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