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Challenges of today banking marketing- Integrated marketing communications: The case of the Republic of Macedonia

As one of the basic instruments of marketing, promotion includes on the one hand, informing and convincing consumers, and on the other hand, the overall system and process of communication between companies and consumers which should be understood as striving or undertaking certain activities, the purpose of which is above all to create a favorable opinion about the products (services) so that they are accepted by consumers. Often times, as in the case of R. Macedonia, the company's communication marketing efforts are not well integrated with each other or with other elements of its marketing and / or promotional mix. As part of a marketing campaign, too many companies use a "one try" approach to trigger a purchase. Individual marketing communications tools can be integrated into a system called integrated marketing communications (IMC), which involves the use of multi-tool campaigns, and in multiple phases to improve response, such as the simultaneous use of: paid advertising with response mechanism, direct mail, telephone marketing, personal selling and continuous communication. The banking sector in R. Macedonia, in the last few years has shown significant progress in the process of communication with its customers and has stood out as a positive example compared to numerous other industries. This paper analyzes the practices of some Macedonian banks in the process of communication with consumers, in terms of the promotional mix they use to establish long-term relationships with consumers. The main goal of the paper is to encourage other companies to think about the use of similar activities, by following the best practices, by presenting the practices in the marketing activities in the banking sector.

integrated marketing communication, banking sector, best practice, banking marketing

makedonski jezik