Which strategy should retail banks pursue relatively to marketing automation depending on the type of customer

Abstract

Technology has been rapidly advancing, changing in many ways people's lives,
making them more aware and informed and, for this reason, they seem more demanding and harder to satisfy. This is affecting the whole operating system of companies because it is increasing the pressure to deliver relevant value and information to the customer in real time.
This digital disruption is forcing businesses to change, to restructure their departments with a big relevance for the marketing one. This way, new ways to optimize and deliver information to customers have been emerging such as digital marketing and marketing automation. Thus, this dissertation studies what marketing automation is, how it works and why it is important.
There is an enlightenment about the main topics of marketing automation such as almost every step companies should follow and tools and analysis platforms, for example email marketing, trigger-based marketing, content marketing, among others.
Furthermore, this dissertation intends to study the relevant characteristics of the
customers for marketing automation, if clients agree with cookies' policy and this new way of content distribution or if the privacy issues prevent them from agreeing with it. Moreover, it also aims to understand what are the best strategies that retail banks can use according to different client segment, always baring in mind that there are still some limitations in this industry mainly due to law restrictions and data protection.

Date of Award	19 May 2017
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)