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By Moritz SCHMIDT, Ann-Kathrin HIRZEL, Moritz STROBEL and Arnd HEßELER, zeb consulting*
Due to the continuing digitalization of all areas of life, bank customers’ behavior and expectations are changing—digital channels and therefore also digital marketing are gaining importance. Banking products should fit seamlessly into the—increasingly digital—everyday life. A survey conducted by GfK on behalf of Google and Postbank reveals that almost 90% of all bank customers initially search online to find their desired product.
At the same time, however, the classic channels are not completely replaced. 61% of all bank product sales preceded by online research are still generated through traditional channels such as branches. Rather, an efficient and...
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