Digital Marketing in Banking Activities – Suggestions for Vietnam Banks from International Experiences

Based on the innovation of science and technology in a fierce competitive environment, digital marketing has emerged as an inevitable trend for businesses with no exception from banking areas. With the target of reaching out and providing services to progressively demanding customers, current marketing tools need to be further improved to create the best interaction. Hence, the authors aim at clarifying the concept of digital marketing, which is a new trend in banking development globally, followed by experiences as well as proposing suggestions for banks in transitional countries such as Vietnam.