A Study On Digital Marketing Strategy In Bankia Bank,Spain

The Spanish banking system is one of the most powerful in the world and represents 45% of the total assets of the Spanish financial system.A fact that can explain the importance of credit institutions in Spain is that 95% of all Spaniards have at least one bank account in the country with which they carry out their operations.This study is developed from the research of Bankia,one of the five Spanish banks that represents 80% of the total assets of all banks in the country;as well as new trends and habits of customers for the use of new technologies and electronic banking.Currently,Bankia is in the tenth position of Spanish banks with the best brand reputation,and in the thirty-first position if you assess consumer satisfaction.The objective of this study is the proposal of a marketing strategy that allows to eliminate the mass marketing strategy and use the different digital marketing channels a differentiated and personalized marketing strategy that increases the customer's appreciation for the brand and their sense of belonging to it.The idea is to change the traditional Bankia bank model for a new model where the main objective is to become a competitive company with a presence in as many places as possible from a new,more innovative message from which the company grows.New technologies have changed the profile of the banking customer.The sector faces a more digitized and demanding client,and at the same time more self-sufficient.The digitalization forces Bankia to bet on the improvement in the experience of its customers to adapt to their needs,and loyalty.This paper is based on innovation and digitalization creating a strategy that creates value in the company from a platform that,in addition to allowing personalized services,will offer greater agility when it comes to providing solutions,eliminating long and repetitive processes that do not provide momentary benefits to the entity's clients.Not only by increasing its benefits,but also by reducing its costs from the development of more automated processes than those used so far.The process of the traditional to the digital goes through boosting Bankia's online channels,without neglecting those physical offices that are still present in Spain and that still serve as an element of interaction with approximately 50% of its customers.