Direct Marketing Of Banks And Its Effects In Corporate Clients

Abstract

Banks use direct marketing as a tactic to attract and retain profitable business relationships with its customers. Direct marketing in this sense comprises a broad variety of customized communication tactics, such as one-on-one interactions, specific offers, and a wide range of monetary goods and services. The importance of direct marketing by banks to corporate customers is highlighted in this study as it is investigated over a wide spectrum.

This abstract presents a summary of the most important components of direct marketing in corporate banking based on a survey of the relevant literature. It highlights the importance of direct marketing in attracting new business and maintaining relationships with current customers. It also discusses the benefits and drawbacks of digital transformation, with special emphasis on data protection, ethical issues, and the evaluation of campaigns' success.