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CREATIVITY AS ALIVE TOOL IN MARKETING COMMUNICATION OF BANKS

Starchon, P.; Pikulik, T.; Kocisova, L.
Abstract:
An ever-changing environment, primarily digital marketplace, is an ideal platform for exploring various phenomena in the specific conditions of banks and bank marketing. Digitalization and new emergent trends in marketing communication create opportunities for creative advertising, advertising design, banks ads and bank branding which is powered by fast evolving development of technology that stimulate and force us towards more innovative solutions as desired outcome of consumer needs. The gist of creativity is a powerful branding tool when properly executed all the way through to conversion. The objective of this paper is to provide insights into the specifics and changes on the Slovak market concerning new creative ways used by bank to attract new customers with special emphasis on certain generation. On top of describing and analysing the evolution during the previous monitored period and the current situation, it focuses at determining the most actually used trends in customer behaviour. Its results will assist in further research aiming at identifying strengths and weaknesses of usage of creativity in new communication channels in comparison to proven and frequently used ones focused and adjusted on specific sets of customer along with suitable suggestions for future development.
SGEM Research areas:
Year:
2020
Type of Publication:
In Proceedings
Keywords:
bank marketing; creativity; bank branding; marketing communication
Volume:
7
SGEM Book title:
7th SWS International Scientific Conference on Social Sciences - ISCSS 2020
Book number:
2
SGEM Series:
SWS International Scientific Conferences on SOCIAL SCIENCES - ISCSS, SWS Vienna Art Extended Sessions, https://sgemvienna.org
Pages:
83-90
Publisher address:
51 Al. Malinov blvd, Sofia, 1712, Bulgaria
SGEM supporters:
SWS Scholarly Society; Acad Sci Czech Republ; Latvian Acad Sci; Polish Acad Sci; Russian Acad Sci; Serbian Acad Sci & Arts; Natl Acad Sci Ukraine; Natl Acad Sci Armenia; Sci Council Japan; European Acad Sci, Arts & Letters; Acad Fine Arts Zagreb Croatia; C
Period:
9-10 December, 2020, https://sgemvienna.org
ISBN:
978-619-7603-15-6
ISSN:
2682-9959
Conference:
7th SWS International Scientific Conference on Social Sciences - ISCSS 2020, 9-10 December, 2020
DOI:
10.5593/sws.iscss.v2020.7.2/s10.10
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