Real Banks' Successes-and Struggles-with Digital Marketing

KATE YOUNG

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Real Banks' Successes-and Struggles-with Digital Marketing

机译：真正的银行在数字营销方面的成功与斗争

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A group of marketing leaders representing banks with assets ranging from $350 million to $16 billion recently got together to share their experiences with digital marketing investment. The bad news: The rumors are true-some bank marketers are still facing pressure from leadership to buy ads in the local phone book. The good news: Even among the smallest banks, real progress is taking root in the digital marketing space. It all comes down to strategy.

机译：代表银行（资产从3.5亿美元到160亿美元不等）的一组营销领导者最近聚在一起分享了他们在数字营销投资方面的经验。坏消息：谣言属实-一些银行行销人员仍面临来自领导层的压力，要求他们购买本地电话簿中的广告。好消息：即使是规模最小的银行，真正的进步也在数字营销领域扎根。一切都归结为战略。

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《ABA Banking Journal》 |2019年第1期|48-50|共3页
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KATE YOUNG;
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3. Banking marketing mix trends in a digital era [J] . Acta Universitatis Danubius. Oeconomica . 2012,第5期

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7. Abstract:The digital revolution has shaken marketing to its core with consumers being offered greater price transparency and often even the chance to dictate the price.What does pricing mean in a world in which customers propose their own prices (as at priceline.com) or buyers and sellers haggle independently in auctions (as at e-Bay)? The most significant changes in the digital marketing show the emergence of 'cyber consumers', the cyber business-to-business world and the changing reality of an increasingly complex, dynamic and global markets. [O] . Jerry Wind, Vijay Mahajan 100

机译：摘要：数字革命已经动摇了营销的核心，消费者获得了更高的价格透明度，甚至有机会决定价格。在客户提出自己的价格（如priceline.com）或买家和卖家在拍卖中独立讨价还价（如e-Bay）的定价意味着什么？数字营销中最重大的变化表明，“网络消费者”的出现，网络企业对企业的世界以及日益复杂，充满活力和全球化市场的不断变化的现实。

Real Banks' Successes-and Struggles-with Digital Marketing

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