Social Media Marketing and its impacts to the Banking and Financial Services sector / Elodie RENAUDIN DIT BAILLIET / 2022

Titre : Social Media Marketing and its impacts to the Banking and Financial Services sector Type de document : Mémoire Auteurs : Elodie RENAUDIN DIT BAILLIET, Auteur Année de publication : 2022 Importance : 34 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management BANQUE ; MEDIA SOCIAL ; CLIENT Résumé : The voice of the consumer has been so emphasized by the emergence of social media that ignoring it can mean the end of a business, in any sector and industry. Nowadays the online word of mouth can drive the reputation and credibility of a brand. Therefore setting a policy for social media marketing has become the need of the hour. Social media platforms such as Facebook or Instagram enable businesses to connect with their customers more closely than any other traditional media could have made it possible. For historically conservative and traditional industry like the banking and financial services, this new way of doing marketing can be a crucial tool to create deeper connections with customers, who nowadays want personalized attention, and address questions and concerns more efficiently and informally.Even though it can sometimes be perceived as less relevant for financial services compared to other sectors to be on social media, there can be a considerable return on investment. Social media cannot be treated a strictly static advertising anymore. There is a shift to social channels being treated as interactive communication channels. Social media provides value through enabling access to detailed data that can be integrated to the CRM systems, and automatically up-sell, cross-sell and nurture, based on the data and consumer comprehension gathered. It is crucial to have a great integrated marketing strategy and refined targeting.The general purpose of this paper is to assess the power of social media marketing and evaluate the relevance and credibility of financial services being on social media. The following idea is to understand and have a defined vision of what consumers expect and how they perceive the value of this presence.Therefore, what are the impacts of social media marketing on customer engagement and perceived value in the banking and financial services industry ? Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572769