Bank credits products online promotion tools analysis examplified by Credit cards

<p><u>Summary</u></p><p>Graduate work is devoted to research of how online promotion tools can be used in order to sell bank loan product to the final consumer. As part of this work is planned to study not only the concept of promotion and online marketing, as well as the evolution of the concept of bank marketing.</p><p>The aim of the dissertation is to analyze the use of various tools to ensure the sale of a bank credit products (on the example of credit card) s to the final consumer.</p><p>To achieve this goal the following tasks are solved:</p><p>1. Consideration of a &ldquo;promotion&quot; concept, as one of the components of the marketing activities of banks.</p><p>2. Analysis of features of currently used tools.</p><p>3. Consider using the concept of &quot;cost per application&quot; - as one criterion for evaluating the effectiveness of the online tools to promote sales with credit products.</p><p>4. Establish requirements for the use of online tools promotion under which achieved the lowest &quot;cost per application&rdquo;.</p><p>5. Hold appraisal of recommendations on the promotion test-flight&nbsp; of credit cards in one of the Banks</p><p>Methodological framework:</p><p>&bull; <strong><em>Empirical methods:</em></strong></p><p style="margin-left:67.65pt;">✓&nbsp;&nbsp;&nbsp; &nbsp;Internet survey of the respondents ( 82 potential credit cards users);</p><p style="margin-left:67.65pt;">✓&nbsp;&nbsp;&nbsp; In-depth expert interviews (10 interviews).</p><p>&nbsp;</p><p>&bull; <strong><em>Methods of data analysis:</em></strong></p><p style="margin-left:67.65pt;">✓&nbsp;&nbsp;&nbsp; Secondary analysis of statistical documents ( credit cards bank market of Russia);</p><p style="margin-left:67.65pt;">✓&nbsp;&nbsp;&nbsp; Comparative analysis;</p><p style="margin-left:67.65pt;">✓&nbsp;&nbsp;&nbsp; Data processing method with using a computer program SPSS Statistics (Statistical Package for the Social Sciences). It is assumed the test of the hypothesis using logistic regression .</p><p>Main results:</p><p>1. banks operating on the credit market and seeking to effectively use the online channel, should consider establishing a common metric for all online promotion tools - the cost for bringing a client (cost per application form);</p><p>2. the cost of attracting online affects both internal factors, they include information infrastructure and analytical capabilities of bank- advertiser and external - the parameters to use each of the tools of online promotion;</p><p>3. Aiming to optimize the cost of attraction per client banks should consider tools of promotion and the bank&#39;s ability as&nbsp; an advertiser as a single system.</p><p>The practical significance of the work lies in the fact that it testable hypotheses allow us to determine the importance of the how cost per application depends on internal factors, related to bank-advertiser, and external factors that determine the settings of promotion. These findings are considered as the basis for further recommendations &ldquo;on cost per client&rdquo; optimization can be formed.</p>