Factors Affecting the effectiveness of digital marketing Tools in a Bank:

Abstract

The banking sector has also dramatically been transformed by the digital revolution, particularly with regards to end user interaction, as a result of the rapid evolution of digital marketing tools. The role of digital marketing strategy in the banks has been discussed in this study with special reference to Janata Bank PLC, Rohanpur Branch, Chapainawabganj. Key variables that are assessed include perceived ease of use, customer trust, customer awareness, technology security, the quality of the content, and the alignment of the organization's strategy. This study used a questionnaire-based survey method with convenience sampling to identify issues specific to IPG implementation among staff in the education sector. A total of 175 valid responses were obtained from 181 customers approached for the questionnaire. The 22 variables were measured using a five-point Likert scale, and the data analysis was performed by the SPSS Version 27.