Abstract
Recent years have a witnessed a growth in the finance sector' s profitability, underpinned by a healthy economic and business environment. Other positive drivers include rising consumer demand, a reduction in operating costs, an increase in financial intermediation services and a revival in the stock market.
This increase in profitability has driven promotional activity, and justifies advertising and other marketing-related expenditure.
This report looks at the different strategies used and approaches taken by financial services providers to successfully promote their brands, products and services, and to effectively communicate with their target audience. It serves to show that marketing can, and often does, work. However, its success relies on a number of factors, including the right approach and a thorough understanding of customer needs, wants and whims.
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