Marktanalyse - Marketing and Sales Behaviors and Strategies in the European Banking Industry 2012-2013: Survey Brief

Synopsis
• This report is the result of an extensive survey drawn from Timetric and VRL’s exclusive panel of leading banks and other financial institutions in Europe. The opinions and forward looking statements of 106 industry executives have been captured in our in-depth survey, of which 32% represent directors and C-level respondents
• The research is based on primary survey research conducted by Timetric and VRL accessing their B2B panels comprised of senior marketing decision makers and leading banking organizations
• The report provide insights into the marketing, sales behaviors and strategies of the companies operating in the European banking industry for 2013
• Key topics covered include key marketing objectives, key marketing initiatives, budget allocation, essential amendments to marketing activities in 2012—2013 and critical success factors for choosing a marketing agency

Summary
Well-executed marketing and sales strategies are important to the future success of companies and their ability to identify and secure new customers while retaining existing ones. During a period of economic uncertainty, marketing and sales strategies are particularly important as many customers choose to keep their money in banks which offers greater stability and good returns.

This report identifies the key marketing aims and strategies companies will be adopting to address the current market conditions. In addition, the report also aims to identify key amendments of marketing activities, the most important criteria for marketing agency selection, and the attitudes of marketing and sales respondents.


Scope
The report features the opinions of the European banking industry respondents related to the following:
• Key marketing objectives
• Key marketing initiatives budget allocation
• Essential amendments to marketing activities in 2012—2013
• Critical success factors for choosing a marketing agency

Reasons To Buy
• Identifies the key marketing aims and strategies companies will be adopting to address the current market conditions

Key Highlights
NA

Table of Contents

1 Introduction

1.1 What is this Report About?

1.2 Definitions

1.3 Methodology

1.4 Profile of Survey Respondents

2 Marketing and Sales Behaviors and Strategies in 2013

2.1 Key Marketing Objectives

2.1.1 Key marketing objectives by company type

2.1.2 Key marketing objectives by company turnover

2.2 Key Marketing Initiatives: Budget Allocation

2.2.1 Key marketing initiatives: budget allocation by banks

2.2.2 Key marketing initiatives: budget allocation by other financial institutions

2.3 Essential Amendments to Marketing Activities in 2012—2013

2.3.1 Amendments to marketing activities by company type

2.3.2 Amendments to marketing activities by company turnover

2.4 Critical Success Factors for Choosing a Marketing Agency

2.4.1 Critical success factors by company type

2.4.2 Critical success factors by company turnover

3 Appendix

3.1 Survey Results — Closed Questions

3.2 Methodology

3.3 Contact Us

3.4 About Timetric

3.5 About VRL Financial News

3.6 Disclaimer



List of Tables

Table 1: Total European Banking Industry Survey Respondents by Company Type, 2012

Table 2: European Banking Industry Survey: Respondents by Job Role (%), 2012

Table 3: European Banking Industry Survey: Respondents by Company Turnover (%), 2012

Table 4: Key Marketing Objectives for Banks in the European Banking Industry (%), 2012—2013

Table 5: Key Marketing Objectives for Other Financial Institutions in the European Banking Industry (%), 2012—2013

Table 6: Key Marketing Initiatives: Budget Allocation by Banks in the European Banking Industry (%), 2012—2013

Table 7: Key Marketing Initiatives: Budget Allocation by Other Financial Institutions in the European Banking Industry (%), 2012—2013

Table 8: Amendments to Marketing Activities by Company Type in the European Banking Industry (%), 2012—2013

Table 9: Amendments to Marketing Activities by Company Turnover in the European Banking Industry (%), 2012—2013

Table 10: Critical Success Factors by Company Type in the European Banking Industry (%), 2012

Table 11: Critical Success Factors by Company Turnover in the European Banking Industry (%), 2012

Table 12: Survey Results — Closed Questions



List of Figures

Figure 1: Key Marketing Objectives for Banks in the European Banking Industry (%), 2012—2013

Figure 2: Key Marketing Objectives for Other Financial Institutions in the European Banking Industry (%), 2012—2013

Figure 3: Key Marketing Objectives by Company Turnover in the European Banking Industry (% ‘Very important’ responses), 2012—2013

Figure 4: Key Marketing Initiatives: Budget Allocation by Banks in the European Banking Industry (%), 2012—2013

Figure 5: Key Marketing Initiatives: Budget Allocation by Other Financial Institutions in the European Banking Industry (%), 2012—2013

Figure 6: Amendments to Marketing Activities by Company Type in the European Banking Industry (%), 2012—2013

Figure 7: Critical Success Factors by Company Type in the European Banking Industry (%), 2012

Figure 8: Critical Success Factors by Company Turnover in the European Banking Industry (%), 2012

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