THE APPLICATION OF ELECTRONIC MARKETING IN THE BANKING SERVICE
(A CASE STUDY OF FIDELITY BANK ABA)
ABSTRACT
The evolution of marketing, made us to understand it has been from the days of our ancestors and as such continue its growth. The reason that marketers are left working overtime daily created a belief that marketing activities may not grow beyond the orbit it is now. E- marketing is not different from marketing other than been operated in the Internet. The strategy rationale for the merge of fidelity bank PLC with the old FSB international Bank and Manny Bank PLC was to bring together banks of complementary competencies to create value in a vastly changing financial services market place. In this research work the hypothesis and the important of the study were stated, as the case study researcher, other institutions/industries and I need it. The scope and limitation of the study were stipulated, a generalized description of the study was briefly highlighted.
However, the purpose of the study was exposed, where deliberations were made regarding the historical highlight of the case study in consonance with its objectives as relating the e- marketing in the banking industries. The definition of e- marketing was concisely define by Gloss (1995) as the application of digital technologies which form online channel to contribute to marketing activities aimed at achieving profitable acquisition and retention of customers via improving customers knowledge, then delivering integrated target communications and online service through Internet that matters, their individual needs, the application of e- marketing, new technology for banking development, new contribution to e-marketing, common problem of e- marketing and solutions.
TABLE OF CONTENT
Chapter One
Introduction
1.1              Background of the study                                                        
1.11     Profile Of Fidelity Bank Plc Aba                                           
1.2              Statement of the problem                                                       
1.3              Objectives of the study                                                           
1.4              Research hypothesis                                                                
1.5              Research question                                                                   
1.6              Significance of the study                                                        
1.7              Scope and limitation of the study                               
1.8              Definition of terms                                                     
Chapter Two
Literature Review
2.1                   What is e- marketing?                                     
2.2                   Relevance of e- marketing for banks              
2.3                   Application of e- marketing in banks              
2.3.1                Web advert or catalogues online                     
2.4               New technology for bank product Development               
2.5                   Interactive marketing  
2.5                 Marketing on the Internet business as Usual                           
2.6.1                Product and service marketing                                   
2.6.2                Fulfillment                                                                  
2.6.3                Advertising and promotion                             
2.6.4                Customer service and business tracking         
2.6.5                Customers service and support                       
2.6.6                Corporate communications                             
2.6.7                Building better  customer Relationship          
2.7       How can Banks maximize the Power of The
 Web                                                                            
2.7.1                Global Access                                                 
2.7.2                Virtually Infinite Space                                  
2.7.3                Multi-Media                                                    
2.7.4                Database Driven Information                         
2.7.5                Interactivity                                                    
2.7.6                Datamining and User Tracking                       
2.8                   Problems of E-marketing                                
2.9                   Suggested Ways to handle These Problems
Chapter three
Methodology
Introduction                                                                            
3.1              Design of the study                                                    
3.2              Area of The Study                                                      
3.3              Population of the study                                              
3.4              Sample and sampling techniques                                
3.5              Method of data collection                                          
3.6              Method of data analysis                                             
Chapter Four
4.1              Presentation and analysis of data                               
4.2              Testing of hypothesis                                                  
4.3              Discussion of findings                                                
Chapter Five
Summary, Conclusion And Recommendation
5.1       Restatement of Problem                                             
5.2       Summary of findings                                                  
5.3       Conclusion                                                                  
5.4       Recommendation                                                        
5.5       Suggestions For Further Studies                                 
Questionnaire
References
LIST OF TABLES
4.1              Analysis of the returned questionnaires.
4.2              Showing their sex distribution
4.3              Showing the marital status
4.4              Showing the age grade
4.5              Showing their academic qualification
4.6              Showing whether the bank uses e- marketing or not
4.7              Showing the bank’s knowledge of e- marketing
4.8              Showing their benefit from e- marketing
4.9              Analyzing the levels of the e- marketing enhancement
4.10          Showing if the bank allows marketing personnel in utilizing the idea
4.11          Showing if they have received positive response from the marketing personnel
4.12          Showing the level of bank motivation of staff
4.13          Showing if banks have trained staff to use e- marketing
4.14          Showing if banks confine on the marketers
4.15          Showing if they enjoy the old style
4.16          Showing if Nigeria is a good environment for e- marketing
4.17          Showing the bank’s facilities to carry out e- marketing
4.18          Showing the bank’s lack of knowledge of e- marketing towards the growth
4.19          Showing the subjection of marketers to marketing overtime
4.20          Showing the isolation of marketing from online business
4.21          Denial of marketing professional’s place
CHAPTER ONE
INTRODUCTION
1.1    BACKGROUND OF THE STUDY
E-marketing in Nigerian banking sector is an aspect of electronic universe  in which messages and information streak across the continent or around the world at the speed of light. It is a place where you can find facts, meet customers, transact business, receives customers complaints, and handle them, meet thousand of their  things without ever leaving your home o office.
Marketing activities is as old as man lives. The development of marketing started many years ago. The history behind the development made us understand that there is an era where  marketing activities were less regarded forgetting it is the hallmark of every business growth.
Customers’ needs were not investigated, the marketers were not train and no attention paid to them. Firms can produce whatever they want (sales oriented) and force them to the customer through untrained entities. Till the recent time where the customers orientation became the order of the day, but still, the marketers even when they were paid   preferential  care were found  on the road every day by day  to have transaction with the customers out there. This has hindered effectiveness; marketing has gone beyond the face of walking under the sun day by day in search of customers and their needs to be met. Therefore, the idea of e-marketing set in, where too many things can be done without coming under the sun. the introduction of this course is a realm of myriad opportunities destined to forever alter the way marketing transaction  in the banking sector is done. Also the problem facing E-Commerce and the prospects in the banking sector will be    pointed out.
1.1.1 PROFILE OF THE COMPANY OF THE CASE STUDY
The accident life of  Fidelity Bank has been over taken by the new consolidated foundation. Legally, the new and enlarged Fidelity  emerged on 23rd December 2005. When court approval was obtained for the merge of Fidelity Bank Plc  with the Old FSB International Bank and Manny Bank Plc. The fusion of the operation of the three banks did not materialize until January 2, 2006, when the Governor of the central Bank of Nigeria announced (a day earlier) The banks that scaled the capitalization hurdle and licensed operate in the country. The strategies rationale for merger of the  three banks was to bring together  banks of complementary competencies  to create value  in a vastly  changing financial services market place
Prior to the pronouncement of the approved 25 commercial banks by the CBN, Governor, the operating environment was very different in many respects. Post consolidation, the industry has been laden with challenges of integration (process staff, technology and products) and customer growth. Our bank has had its close of these challenges. The integration challenges having been summoned and a one of the fastest growing banks, our  institution is poised to deliver  even better results in the year ahead. It is in this regard that we are confident that the result of the year  to come would be more impressive because our bank has not yet fully leveraged on the synergies of the consolidation.
OBJECTIVES OF THE CASE STUDY  
a.    Considering the need to grow the economic base of the nation through the liberalization of market forces and this development of the small and medium scale enterprises (SME). Fidelity Bank has the objectives to provide peculiar services to a core of specialized clientele
b.    To have a retail-banking infrastructure that will enable her serve chosen market.
c.    To build small companies to big and big ones to bigger, Boldeer better and confident to competence all areas of their business.
ACHIEVEMENTS OF THE CASE STUDY
So far, from the above listed objectives, the fidelity Bank Plc achieved the following
a.    She has been able to deploy electronic touch point like Automated Teller machine (ATM) and point of sales terminals to complement the brick and mortar branches. The introduction if the “Fidelity Mobile  Banker” an SMS product which enables the  customer to track movements in his account through the mobile  phone. Also is the saving package  (save right) Fidelity Annual Report (2006)
1.2    STATEMENT OF PROBLEMS
This areas helped us focus on the problems facing banking growth and causing setback to them thereby identifying e- marketing as it is the hallmark of all profit oriented organization. The problems and prospects of it and suggestion on its uses in the banking industries and other growth oriented organization for innovation.
a.   lack of Knowledge of e-marketing in the Nigerian Banking sector led to recession in its development.
b.   Subjection of marketers to working over times limited their technical process  towards exploring the idea.
c.    Isolation of marketing activities  in the on line business hinders banks productivities.
d.   Denial of marketing professional position brought about stunted growth in  its operations.
1.3    OBJECTIVE OF STUDY
 Every research work of this kind must have an objective, and these are:
To identify the impact of e-business in the banking sectors.
To discover why the marketing activities fail in online sector.
To find out how e-marketing system can be adopted in the banking sectors.
To outline the activities of e-marketing proper and its  usefulness in the banks.
To know if there is a way marketing job can be restricted to banking on line marketing and sales on it without   facing the challenges of the scorching sun in the field.
To suggest a usable pattern to protect or secure the e-marketing activities in the banking sectors and other industries.
1.4    RESEARCH QUESTIONS
 We are able to focus on the direction to the solicitations of the problems stated above in1.2. To achieve this, the research questions are formulated. Also it was used to formulate the hypotheses that were tested. Thus, we have;
Does banks make use of electronic marketing?
Does banks  understand what e-marketing stand for?
Does your bank know the relevant  of this system?
Does your bank allow her marketing personnel to work on the idea?
Are marketers well treated or motivated to provide the needed result?
What is the impact level your bank have made so far relating on the traditional method of sourcing customers?
What steps has your bank taken to upgrade her performance and productivity?
1.5    RESEARCH HYPOTHESIS
Research hypothesis was drawn from the research questions asked in the previous page. We have two types of hypothesis:
        The Null Hypothesis (Ho) says there is no difference while the Alternate (Hi) says there is a difference.  Thus we have:
Hoi = Lack of knowledge of e-marketing in the Nigeria Banking sector does not lead to recession in its development.
Hii = lack of knowledge of e-marketing  in the Nigerian banking sector leads to recession in this development.
2. Ho2 = Subjection of marketers to working over time does not limit their technical prowess towards exploiting the idea.
H12=  Subjection of marketers  to working over time limited their technical prowess towards exploiting the idea.
3. Ho3 = Isolation of marketing activities in the on-line business does not hinder banks productivity.
H13 = Isolation of marketing activities in the online business hinders banks productivity
4. Ho4 = Denial of marketing professional position does not bring about stunted growth in its operations.
H14 = Denial of marketing professionals’ position brought about stunted growth in its operations.
1.6    SIGNIFICANCE OF THE STUDY
Significance of e-marketing in the banking sector in Nigeria cannot be overemphasized especially in the areas of this study to the banks and other industries which lower growth to the use of computer of on-line in their marketing duties ie. (usage scale businesses).
1. It will enhance the productivity and performance of the business expectations.
2. It is also a prerequisite to the students or the researcher for the award of the Higher National diploma Certificate.
3. It will help ascertain some of the problem lingering or hampering the effective functioning of e-marketing in the banking industries. It will create room for mental alertness  to the society  technological advancement and consciousness in technology.
4. Finally, it is an avenue for further researcher where necessary to other scholars like me.
1.8    DEFINITION OF TERMS
Banking Sector: Banking Units, environment where transactions are made to satisfy both the customers and the shareholders.
Consumers: The end user of such products achieved by the bankers.
Customers: Are the immediate clients to the banker
E-marketing: An aspect of e-commerce and marketing is a systematic way of discovering the demands of the consumers and preferring solution to it with satisfaction to the firm itself.  E marketing is then the electronic device in the internet through which marketing activities streak across nations at the speed of light.
E-Mail: The Telecommunication equivalent of the ordinary posted services which delivers letters houses and offices.
FTP (File Transfer Protocol): Helps in file transfer to any location you want.
Internet:  A medium through which the globe is researcher  with one message at a time and with ease and low cost
On- Line Business: the means of reaching the world as to business unit in the Internet
Personnel setting: Face to face  interaction  of a market with the customer or consumer
Telnet: helps you to log on to a remote computer to search library and catalogues, explore  information system  using menus and so on.