Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic
The purpose of the paper is to present the possibilities of using modern technologies in the promotional activities of banks in Poland. This issue has gained particular importance during the development of the COVID-19 pandemic. Already earlier, we could observe an increased openness of consumers to...
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| Ձևաչափ: | Online |
| Լեզու: | անգլերեն |
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Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Առցանց հասանելիություն: | ONIX_20250307_9788382208436_1509 |
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Չկան պիտակներ, Եղեք առաջինը, ով նշում է այս գրառումը!
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| _version_ | 1869525385537912832 |
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| author | Dąbrowski, Jacek |
| author_browse | Dąbrowski, Jacek |
| author_facet | Dąbrowski, Jacek |
| author_sort | Dąbrowski, Jacek |
| collection | Directory of Open Access Books |
| description | The purpose of the paper is to present the possibilities of using modern technologies in the promotional activities of banks in Poland. This issue has gained particular importance during the development of the COVID-19 pandemic. Already earlier, we could observe an increased openness of consumers to marketing communication involving the use of modern technologies and the Internet, but the pandemic caused the need to reduce direct contact with customers, and thus - to intensify such activities in the Internet sphere. The paper cites examples of digital marketing communication tools that are used by banks operating in Poland. |
| format | Online |
| id | doab-20.500.12854ir-155859 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1558592025-03-07T14:41:28Z Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic Dąbrowski, Jacek Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image The purpose of the paper is to present the possibilities of using modern technologies in the promotional activities of banks in Poland. This issue has gained particular importance during the development of the COVID-19 pandemic. Already earlier, we could observe an increased openness of consumers to marketing communication involving the use of modern technologies and the Internet, but the pandemic caused the need to reduce direct contact with customers, and thus - to intensify such activities in the Internet sphere. The paper cites examples of digital marketing communication tools that are used by banks operating in Poland. 2025-03-07T14:41:27Z 2025-03-07T14:41:27Z 2022 chapter ONIX_20250307_9788382208436_1509 9788382208436 9788382208429 https://directory.doabooks.org/handle/20.500.12854/155859 eng image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/793 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-842-9.09 10.18778/8220-842-9.09 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208436 9788382208429 91-100 open access |
| spellingShingle | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image Dąbrowski, Jacek Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title | Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title_full | Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title_fullStr | Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title_full_unstemmed | Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title_short | Chapter Use of Digital Marketing Tools in Companies from the Financial Sector in the Era of COVID-19 Pandemic |
| title_sort | chapter use of digital marketing tools in companies from the financial sector in the era of covid 19 pandemic |
| topic | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| topic_facet | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| url | ONIX_20250307_9788382208436_1509 |
| work_keys_str_mv | AT dabrowskijacek chapteruseofdigitalmarketingtoolsincompaniesfromthefinancialsectorintheeraofcovid19pandemic |