Digital Marketing Theory and Applications: ICBC Case Study Analysis

This report delves into the realm of digital marketing theory and its practical applications, using the Industrial and Commercial Bank of China (ICBC) as a case study. The report begins by defining digital marketing theory, focusing on how businesses create customer awareness and build personalized relationships to foster loyalty. It explores how ICBC, the world's largest bank, utilizes these theories through its e-banking services and customer relationship strategies. The analysis includes a review of relevant academic literature to support the concepts discussed. The report specifically highlights the importance of relationship-based marketing, where personalized messages are used to enhance customer trust and loyalty. This report is valuable for understanding how digital marketing strategies are implemented in real-world scenarios, offering insights into the effectiveness of various marketing approaches. The references provided support the report's claims and provide further avenues for in-depth study.

INTERNET MARKETING
Student’s Name
Institution Affiliation

Scope
• About digital market theory and application.

Digital Marketing Theory
• Definition -approach used to explain the behavior of
customers towards the internet product/services awareness
creation.

Relationship Digital Marketing
Theory
• Definition-Where an organization aims at building a
personalized relationship with customer.
• Use- Helps the organization to acquire the customer’s loyalty.

Industrial and Commercial Bank of China
• The largest bank in the world based in China.
• Listed on both the Hong Kong and Shanghai Stock Exchange.
•

Products and Services
• Personal loans
• Corporate banking
• E-banking
• Bank Card

ICBC Digital Marketing Theory
• Relationship Based theory through personalization of
messages.
• Use- make customers feel valued.
• Result- increases trust and loyalty.

List of References
• Buchanan, L, Kelly, B, & Yeatman, H 2017, 'Exposure to digital marketing enhances
young adults’ interest in energy drinks: An exploratory investigation', Plos ONE, 12, 2,
pp. 1-16, Academic Search Premier, EBSCOhost, viewed 2 May 2018.
• Tobin, D 2016, 'Continuity and Pragmatism: How Chinese State-Owned Banks
Adapted to Hong Kong’s Free Market (1949–1978)', Journal Of Contemporary Asia,
46, 2, pp. 267-285, Academic Search Premier, EBSCOhost, viewed 2 May 2018.
• Yao, Z, & Xin, G 2017, 'A fuzzy optimization method to select marketing strategies for
new products based on similar cases', Journal Of Intelligent & Fuzzy Systems, 32, 3,
pp. 2679-2695, Academic Search Premier, EBSCOhost, viewed 2 May 2018.