Digital Marketing Strategy Analysis: Allahabad Bank's Performance

This report critically analyzes the digital marketing strategy of Allahabad Bank, evaluating its effectiveness in the rapidly evolving digital landscape. The analysis identifies key shortcomings, such as the failure to incorporate updated digital frameworks, undervaluing content, and expecting quick results. It segments Allahabad Bank's target customers, differentiating between non-customers, low-value clients, medium-value clients, and high-value clients, highlighting the bank's struggle to digitally meet their needs. The report examines the potential of Facebook, Instagram, and Snapchat as promotion strategies, detailing how these platforms can be leveraged to enhance brand awareness, generate interest, create desirability, and drive action. It also provides recommendations for improving Allahabad Bank's digital presence, including the importance of mobile competencies, online transaction ease, and customer service responsiveness. The report concludes with a discussion of how Snapchat, a platform popular among younger demographics, can be used to improve the bank's brand image and customer engagement. The report emphasizes the need for Allahabad Bank to adapt its digital strategy to meet the changing demands of its target customers, and to improve its digital marketing efforts to stay competitive in the market.

RUNNING HEAD: Digital marketing strategy
Digital marketing strategy
Allahabad bank

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Introduction
The digital advertising is a field of continuous change and development. Allahabad
bank is failing in creating and updating to the latest technology to get in touch with the
customer. The following report is analysing about how Allahabad bank has failed on digital
platform in digital marketing, identifying the target customer of bank, Facebook and
Instagram as promotion strategy and Snapchat as new social media strategy.
Failing in updating digital marketing:
Non-incorporated frameworks: A non-incorporated framework do not keep them from having
a basic endeavour wide view and cripple association wide endeavours to enhance neither
client, nor it allows satisfactorily screen operational exercises to customers (Teece, 2010).
Undervaluing significance of content: The value of content is important part of digital
marketing efforts which depends upon the consistent stream of high and applicable substance
(Wymbs, 2011). At the point, Allahabad bank is lacking with the shortage of substance and in
the end either Allahabad bank had to wind up trading off on the nature of the substance or
wind up surrendering their computerized marketing efforts.
Expecting quick success:
Allahabad bank fascinated by amazing measurements related with computerized
media stages and by consistently developing number of online organizations expecting quick
success. Allahabad bank who set out upon the excursion of advanced advertising trusts that
it's a supernatural wand, which will understand their deals and promote targets overnight.

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Target customer of Allahabad bank:
The target customer of Allahabad banks can be divided into following segments (Royle &
Laing, 2014):
 Non customers: This segment covers customers of various banks and younger
consumers. The other banks customers like SBI, Canara Bank and many more. Other
customers are students and employees in colleges, schools and many more.
 Low value clients: This segment covers limited income or financial needs and
business spread over several banks. For instance small proprietors, individuals
needing loan and many more.
 Medium value clients: This segment covers most business with one bank and business
spread over numerous banks. For instance loan customer already in other banks and
clients with finance needs.
 High value clients: This segment covers ex-customers, inactive customer and closed
accounts. For instance the old customers of bank who moved to other banks,
withdrawal accounts of customers and many more.
Allahabad bank is not successful
The bank is unsuccessful in meeting the needs/wants of the target customer digitally:
Technology has considerably transformed that how nowadays banks conduct business and
customers not only wish flexibility but also anticipate it. In addition also needs mobile
competences which Allahabad bank is lacking (Bedi, 2010). They still want to prefer
communication for additional complicated concern. People in the present world want every
issue and transaction to be resolved online with lesser time consumption. Allahabad bank
needs to set up a commercial account.

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Nowadays customers are moving towards the digital age, and services of Allahabad bank
are not up to the date. This is the main reason behind the failure of Allahabad bank in
reaching target customers. Moreover, the services which should be online or digitalized are
not usable for customers. For each and every transaction proceeded online by customers are
facing issues creating dissatisfaction amongst customers (Chaudhary, et al., 2017). In the age
of digitalization, Allahabad bank customers still have to visit the branch for small work as
well. May it is related to deposit money or taking the loan, every transaction has to be
proceeded by the bank by the visit of customers. Moreover, the customer complaints online
are also not effectively responding to customer complaints.
The Allahabad bank is also lacking in net-banking facilities which others banks are providing
very effectively to its customers. It is also not enhancing its software to allow to the customer
to interact with effectively. The bank facility is not authorizing its customer to do transaction
conveniently. The staffs hired for managing digital marketing is also not taking effective
steps to reach to target customers quickly (Singh & Arora, 2011).
Facebook as promotion strategy:
How Facebook can be implemented and used: A Facebook page is an incredible free
advertising apparatus for banks to promote their services (Berthon, et al., 2012). The AIDA
framework is as follows:
A- Awareness: A Facebook page or post can be used as a way to gather attention of
followers and public. In a Facebook add, it may be a photograph or post, bold type,
video, size of add and many more is used as strategy by Allahabad bank.
I- Interest: Information related to services and products of Allahabad bank like prices,
interest rate, various charges and many more information should be available on
Facebook page.

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D- Desire: Allahabad bank should create desirability of its services and products amongst
the customers and public. This can be enhanced by Allahabad bank by makin
advertisement very creative.
A- Action: These are actions which should be done presently by Allahabad bank to
overcome its limited availability of products and services.

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Instagram as promotion strategy:
How Instagram can be used as promotion strategy:
Instagram posts give an unbelievable arrangement and give your gathering of people higher
information about the banks products (Smith, Fischer & Yongjian, 2012).
A- Awareness: An Instagram account can be used as a way to attract responsiveness of
followers and public. In an Instagram add, it may be a photograph or post, story,
video, live video, size of add and many more is used as strategy by Allahabad bank
through Instagram.
I- Interest: Information related to services and products of Allahabad bank like prices of
services and products, interest rate, various charges and many more information
should be available on Instagram page to enhance goodwill.
D- Desire: Allahabad bank should create desirability of its services and products through
Instagram page amongst the customers and public. This can be enhanced by
Allahabad bank by making advertisement very creative and attractive. The Instagram
posts are very effective in creating desirability of products.
A- Action: These are actions which should be done presently by Allahabad bank to
overcome its various shortcomings in products and services by creating attractive
page of Instagram and improving over it.

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New social media platform by Allahabad bank:
Snapchat: With the presentation of Snap Ads and Geofilters, notwithstanding "My Story", it's
the clear view that Snapchat is rapidly turning into a social stage advertisers can't overlook,
and in light of current circumstances (Scott, 2015). It's a standout amongst other spots to
develop a bank business; banks simply need to know how to do it.
A- Awareness: A Snapchat account or post can be used as a way to collect attention of
followers and public. In a Snapchat story, it may be a service related image or post,
instant story, public profile and many more can be used as strategy by Allahabad
bank.
I- Interest: Information regarding services, offers and products of Allahabad bank like
bank loan rates, interest rate, other charges and many more information should be
available on Snapchat profile to attract new customers.
D- Desire: Allahabad bank should enhance its desirability of services, latest offers and
products amongst the customers and public. This can be enhanced by Allahabad bank
by making Snapchat story very creative and attractive to hold the public.
A- Action: These are actions or loopholes which should be removed by bank instantly.
These are related to generally its services in net-banking, App features, no response
from customer care and many more which are stopping customers to continue with
bank services.
Banks can use Snapchat for various purposes including advertising to work searchers, tending
to inquiries from clients and for the most part attempting to be more active on a web-based
social networking channel all the more vigorously utilized by more youthful individuals.
Banks like Allahabad can is trying to make sense of what works best, so the approach is as

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yet careful and experimental. In any case, purchasers, especially Snapchat's to a great extent
millennial client base, have a high bar for the natural substance.

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Conclusion:
From the above report it has been analysed that digital strategy of Allahabad bank is not
successful in comparison to others. It is lacking at various platforms in digital strategy to
become successful. Allahabad bank customers are not satisfied with the digital services of
bank. The report also concluded about the target customers of bank which it can approach
with fewer efforts. Allahabad bank is using Facebook, Instagram and many more platforms to
increase its brand value amongst the mind of customers. The new platform which is very
popularly used by young people of country is Snapchat which can increase the goodwill of
bank in market is also explained in the report.

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References:
Bedi, M., 2010. An integrated framework for service quality, customer satisfaction and
behavioral responses in Indian banking industry-a comparison of public and private sector
banks. Journal of Services Research, 10(1), p.157.
Berthon, P.R., Pitt, L.F., Plangger, K. and Shapiro, D., 2012. Marketing meets Web 2.0,
social media, and creative consumers: Implications for international marketing
strategy. Business horizons, 55(3), pp.261-271.
Chaudhary, P., Chaudhary, P., Lodhwal, R.K. and Lodhwal, R.K., 2017. An analytical study
of organizational role stress (ORS) in employees of nationalized banks: A case of Allahabad
Bank. Journal of Management Development, 36(5), pp.671-680.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital
Marketer Model for the communication industries. International Journal of Information
Management, 34(2), pp.65-73.
Scott, D.M., 2015. The new rules of marketing and PR: How to use social media, online
video, mobile applications, blogs, news releases, and viral marketing to reach buyers
directly. John Wiley & Sons.
Singh, S. and Arora, R., 2011. A comparative study of banking services and customer
satisfaction in public, private and foreign banks. J Economics, 2(1), pp.45-56.
Smith, A.N., Fischer, E. and Yongjian, C., 2012. How does brand-related user-generated
content differ across YouTube, Facebook, and Twitter?. Journal of Interactive
Marketing, 26(2), pp.102-113.
Stelzner, M., 2011. The 2011 social media marketing industry report. Social Media
Examiner, 7.
Wymbs, C., 2011. Digital marketing: The time for a new “academic major” has
arrived. Journal of Marketing Education, 33(1), pp.93-106.

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Teece, D.J., 2010. Business models, business strategy and innovation. Long range
planning, 43(2), pp.172-194.