DEVELOPING NEW MARKETING STRATEGIC INITIATIVES TO HAVE BETTER CUSTOMER ENGAGEMENT THROUGH MARKETING 4.0 PERSPECTIVE

• Main Author: Dody
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48088
• Institution: Institut Teknologi Bandung

Digital revolution seems diverse in each industry. In the banking business, the digital revolution is rather more than just shifting customer habit from conventional branches transactions to a digital platform. Digital revolution is an essential change in how the way banks and other financial organizations connect with, discover out and fulfill clients. Seamless digital banking experiences always supported by technology readiness—improving existing customer touchpoints through right Omnichannel marketing strategy is very crucial for better customer retention and it impacts to company business growth. In line with Marketing 4.0 approach, there are two metrics to measure effectiveness of marketing 4.0 on brand engagement. From the research finding, it shows that most of respondents have experience using MaxBank through Offline booth rather than the official website. It also shows that most of respondents would recommend the product to their referrals. In order to improve the marketing activity through the right Omnichannel marketing strategy, hence, in this exploration, MaxBank should apprehend how to leverage all current customer touchpoints throughout all integrated channels.