An Empirical Study on Customer Perception Towards Digital Marketing in the Banking Sector

For marketers, the digital world offers a plethora of novel opportunities. Marketing in the modern day is all about relationships, involvement and relevancy. Digital marketing is the practice of marketers promoting goods and services through electronic media. The main objective of this study is to study the perception of customers towards digital marketing strategies implemented in the banking sector. Data were gathered from 535 banking customers by transmitting the questionnaire via Google Forms and handing out printed copies of the questionnaire. Results suggested that customers perceive digital marketing strategies as informative, interactive, entertaining and trustworthy but not offensive and personalised. Further, it was found that there is no significant difference among customers of different educational levels and occupations regarding customer perception towards digital marketing while a significant difference was found among customers based on age and income level. This analysis adds a great deal to the body of knowledge on marketing and has useful implications for marketing professionals as comprehending the perception of customers towards digital marketing may assist them in anticipating the usage of digital marketing.