AN APPRAISAL OF THE APPLICATION OF DIRECT AND ONLINE MARKETING IN THE BANKING INDUSTRY (A STUDY OF ZENITH BANK PLC ENUGU)

📄 Project Abstract

The purpose of this research work is to appraise the application of direct and online marketing in the Banking Industry. Direct and online marketing use a wide variety of channels to reach prospects and customers. Participating companies can use these strategies as instruments to rate their performance in relation to the best practices of high performing product or service. The following objectives were formulated; to determine the reasons for application of direct and online marketing, to evaluate how effective channel of communication impacts on the banks profitability, to ascertain if the application and usage of direct and online marketing is deceptive and fraudulent to the banks customers, to determine if there are benefits tied to the application of direct and online marketing. The study had a population of 2,401, out of which a sample size of 343 was realized using Taro Yamane formula. Questionnaire was primarily used for data collection. 343 copies of questionnaire were distri...