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ACTA UNIVERSITATIS DANUBIUS Vol 8, no. 5/2012132other hand. For promotion we use various communication channels and publicrelations. ” (Cetina & Odobescu, 2007, p.
143)The promotional policy is the only variable of banking marketing not subject to inforce restrictions. At the same time, bank communication with customers isdifferent from other service companies. For most of the latest, direct contact withthe clients is only episodic, while the relationship between the bank and itscustomers is continuous. The bank’s profitability is built on consumer loyalty, bothdepositors and borrowers. The promotion policy is also the only weapon that canbe better handled by the bank and whose implementation faces challenges relatedto bank complexity in terms of marketing policy.Because services are intangible goods, buyers are looking for various more tangiblecriteria to help them better understand the respective service. These particularfeatures result in including some additional variables for effective communicationwith customers.
ACTA UNIVERSITATIS DANUBIUS Vol 8, no. 5/2012134average transaction amount close to Euro 50. For comparison, in 2011, the value oftransactions was around Euro 200 million1.In terms of motivations for online shopping, users respond to special offers,discounts and low prices.
The most popular products purchased in online shops aremobile phones and accessories (29%), and in case of biddings, computers (39%)seem to be the most appealing.The cards market will continue to grow as new technologies are used in everydaylife. An example as such is the card with chip, replacing more and more themagnetic cards, so as to ensure higher security levels for data and transactions andtherefore to answer consumers’ need to feel their funds safe and secured.Any company, regardless of the field of activity, must focus first on existingclients’ fidelity and secondly on getting more clients. Banks make no exception.And along time have proven to be able to develop interesting methods to maintaintheir clients.
It is true they started again from cards, but there’s a good explanationfor that: cards involve a lower amount of money; therefore the “price” behind theclient-bank relation is less burdening on the consumer’s decision making processand financial effort, which actually leads to a less discomforting debt idea for theconsumer. So, in terms of working on clients’ fidelity, for credit cards for instance,banks grant an extended “grace period” of up to 60 days in Romania, a highercredit limit and various benefits when shopping at certain partner stores.In Europe, the co-branded and affinity cards percentage reached 22% of all creditcards even since 2007, whereas in the USA it was more than double: 45%. Themost frequent fields of activity of co-branded cards partners, according toconsumers’ preferences, supermarkets and gas stations rank first and second,whereas on third place, men point out electronic devices stores and women pointout those fashion related2.Card owners want their cards to be unique by design and to be different fromothers. According to a worldwide research performed by MasterCard, individualclients and small entrepreneurs show a significant amount of interest towardsservices to personalize cards. According to the study, up to 70% of individuals and85% of small entrepreneurs want a personalized card. And apparently, having apersonalized card would also determine up to 33% users to increase their frequencyof usage.1 Editorial room, www.evz.ro, retrieved from evz.
Ro/detalii/stiri/romanii-fac-tot-mai-multe-tranzactii-online-crestere-cu-30-in-2012-991484.html, date:.2Editorial room, www.bankwatch.ro, retrieved from bankwatch. Ro/2010/07/cum-pot-fi-fideliza%C8%9Bi-clien%C8%9Bii-bancilor/, date:. ACTA UNIVERSITATIS DANUBIUS Vol 8, no. 5/2012136Social networks are also used for interactions with banks. One third of clients usesocial networks to comment on various services and even to share information withfriends.And again, we may assume this has to do with the daily frequency interaction ratethat favors close friends, proximity and lack of rigid language, because on socialnetworks the communication is less corporate and more consumer friendly.
This israther important, because people don’t have a high education in terms of bankingterms and fear or avoid asking when they don’t understand. In addition, the degreeof Internet usage rate has grown significantly in the past years, and trends do showa high concentration towards online, for almost everything.3.
Technology Trends on the Banking SegmentLike all market segments nowadays, banks are going through an adaptationprocess, triggered both by changes in the economic environment and technologies.Financial-banking institutions focus their activity on classic banking operations andadopt new business models, based on their relation with the client and focusing onobtaining his fidelity. ACTA UNIVERSITATIS DANUBIUS Vol 8, no. 5/2012138consumers’ behavior and guide them toward using smart technologies for a seriesof activities: online shopping, banking operations, media consumption etc.1Almost all banks in Romania reward their clients with the smartphone internetbanking application for iOS and Android. Banking apps for smartphones offered byING Bank, Raiffeisen Bank, Banca Transilvania, Citibank, Nextebank, MillenniumBank and Garanti Bank are free of charge and work on both platforms. These appssupport operations such as balance account check, money transfer, loan simulation,deposit simulation, currency exchange calculator, interactive maps of bank’sATMs, as well as invoice payment by means of bar code scanning with the photocamera.Tablets are the youngest channel used by banks to address clients’ needs. The rapidgrowth of sales registered by this product forces banks to target clients usingtablets, offering tailored services for this gadget as well. A new trend in thebanking sector shows clients reducing their degree of interest in emails in favor ofmessage centers such as secured web portals.
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The switch of communicationtowards such a platform has greater benefits, including lowering the phishingattacks rate. Several banks use emails as information support for marketingcampaigns or account status, having links and text within the email body, whichmakes it very difficult for clients to make a difference between accurate bankmessage and fake ones, phishing attacks. It is not only clients that are targeted bysuch attacks, but also bank employees.
It did happen that banks were caught offguard and unprepared for such attacks.That is somewhat in favor of mobile banking solutions, because they bring valueadded in terms of service provided to clients that value time, resources, low costsand maximum of efficiency. The biggest challenge for banks is that of educatingclients towards using alternative channels for banking service and products in orderto make the best of use of them. Another challenge is that of a relatively lownumber of users as compared to the bank’s initial big investment, which actuallyprevents this field to develop at full capacity. Mostly, despite the usage ofsmartphones, the extent to which mobile banking is to develop depends on thegrowth of mobile traffic, speed of transactions via mobile phone and security levelprovided to clients.As a conclusion, we can sum up a number of five major trends in terms of banksdevelopment towards the digital environment:1. Improvement of usage experience by means of implementing interactiveinterfaces, similar to electronic games, to ease the migration between1 Alexandru Ardelean, www.revistabiz.ro, retrieved from date:.