




































                     American International Journal of Multidisciplinary Scientific Research 

Vol. 12, No. 1; 2022 

                                       ISSN 2638-1249   E-ISSN 2638-1273 

Published by CRIBFB, USA 

 

25 

 

ANALYZING THE USES OF DIFFERENT TYPES OF DIGITAL MARKETING 

TOOLS OF BANK: A STUDY ON A COMMERCIAL BANK LTD 
 

Bani Amin Molla 

Master of Business Administration 

Department of Marketing 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: mamunbaniamin@gmail.com 

https://orcid.org/0000-0002-3437-0013 

 

Mijanur Rahman Molla 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: mijanmkt53@gmail.com 

 

Syed Akib Hoque 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: houqueakib766@gmail.com 

https://orcid.org/0000-0001-8387-3373 

 

Autoshi Ray 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: atoshiroy1@gmail.com 

https://orcid.org/0000-0002-6014-5995 

 

Md. Medul Mia 

Master of Business Administration 

Department of Marketing 

Faculty of Business Studies 

Bangabandhu Sheikh Mujibur Rahman Science and Technology University 

Gopalganj-8100, Bangladesh 

E-mail: medulmia067@gmail.com 

https://orcid.org/0000-0002-3437-1163 

 

mailto:mijanmkt53@gmail.com
mailto:houqueakib766@gmail.com
mailto:atoshiroy1@gmail.com
mailto:medulmia067@gmail.com


 

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Received: February 02, 2021             Accepted: March 27, 2021           Online Published: April 02, 2022  

 

DOI: 10.46281/aijmsr.v12i1.1674       URL: https://doi.org/10.46281/aijmsr.v12i1.1674  

 

ABSTRACT 

Nowadays, business activities are drastically changing their services through using technology. 

Moreover, the banking activities are performed in a digitalized way where the customers get better 

services through online services. Digital marketing is the medium of the internet, mobile devices, social 

media, search engines, and other electronic devices to reach consumers. Through using digital 

technology banks perform billions of transactions to reach the customers in this current competitive 

market and it helps them to make it easier and shorter and more comfortable. The main objective of the 

study is to analyze the uses of different types of digital marketing tools of of a private commercial bank 

limited. This study was quantitative and exploratory in nature.  A non-probability convenience sampling 

method has been used in this study and the employees and experts of private commercial bank limited 

were the population. Primary data have been used where the primary data were collected from respective 

respondents through survey questionnaire. The sample size was 100 and Five-point Likert scale has been 

used where (‘1=strongly agree’ and ‘5= strongly disagree’) in this study. The findings of the research 

suggests that using digital marketing tools are more effective than any other traditional marketing tools 

in the bank. 

 

Keywords: Digital Marketing, Bank, Employees. 

 

JEL Classification Codes: M38. 

INTRODUCTION 
Nowadays, digital marketing is the essential platform to stay in the competitive market. Recently the 

banking companies are using their different digital market in tools to reach the bank customers where 

customers’ are the lifeblood as like the as the capital of any business organization. Digital marketing 

plays a crucial role in providing better services to customers. Digital marketing is the process of using 

different digital marketing tools to attract customers to full fill their satisfaction level (Karim et al., 2020). 

Marketing is the technique to connect between banks and customers. No bank can expect success without 

putting substantial investment in its marketing efforts. Recently, the success of businesses depends on 

digital marketing tools in the digital world (Asheq et al., 2022). Banks nowadays are coming up with 

amazing and attractive ways to attract their customer and retain their customer base thereby gaining new 

customers. In recent days, banks are paying the attention to building long-term relationships with their 

customers. Basically, digital marketing uses social media, email, online advertisement, blogs, and other 

online channels as a part of an overall marketing strategy that helps to engage current customers of the 

market (Baltes, 2015).  

Digital marketing tools help banks what kind of services should provide to the customers of the 

market. In what way do customers their services and to find the expectation and feedback (Ali et al., 

2021; Ali et al., 2020;  Alhassan et al., 2021; Ali & Dahana, 2021). Digital marketing is the medium of 

using the internet, digital technology, and digital media to deliver goods and services to the customers 

over the internet. Its main goals are to reach the customers and achieve the organization's goal (Al Amin 

et al., 2021; Akhter, Karim & Islam, 2021; Akhter et al., 2020a). Digital marketing tools help the company 

and banking institutions to find out their target customer. In this modern age, people are more connected 

to the internet. People do all kinds of tasks by using the internet and digital technology. There is no chance 

to succeed in online business and banking without the use of digital marketing tools (Yadav et al., 2018). 



 

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Digital marketing tools effectively engage their customer with digital technology (Akhter et al., 2020b; 

Ara et al., 2015). Digital marketing tools help to reach these customers. Nowadays bank institutions 

should use digital marketing tools to provide attractive services to the targeted customers in the 

competitive market. 

 

LITERATURE REVIEW 

Digital marketing is the form of communication and interaction between organizations and their customer 

through the digital channel (internet, email, and others) and digital technologies (Kotler et al. (2009). On 

the other hand, digital marketing is the process of accomplishing marketing activities through using 

digital tools like social media, Facebook, Youtube, online advertisement, blogs, etc. (Kumar et al., 2019). 

Besides, digital marketing strategy enables an organization to expand communication, online services, 

retain targeted current customers and members of the bank (Baltes, 2015). However, digital marketing 

tools are that’s tools that help companies to develop and promote their products and services by using 

digital technology (Chaffey and Ellis-Chadwick, 2019). Furthermore, Digital marketing is considered as 

the digital tools like the Internet, mobile devices, social media, search engines, and other channels to 

reach consumers which help to approach new ways of understanding how customers behave compared 

to traditional marketing (Rahaman et al., 2020; Miklosik et al., 2019; Islam & Bhuiyan, 2021; Islam & 

Barghouthi, 2017; Islam & Miajee, 2018; Islam, 2016a; Islam, 2016b; Islam, 2016c; Islam, Alam & Al-

Amin, 2015; Islam, 2015; Islam et al., 2014; Islam & Barghouthi, 2017; Rahaman et al., 2021; Rahaman 

et al., 2022). Digital marketing is one of the crucial marketing processes that expand the detail of the 

products which creates intention among the customers to purchase the product through the online 

transaction (Karm et al. 2014). Nowadays, a large portion of people is busy on their social network, which 

helps to increase the necessity of marketing in a social media channel. According to Mahalaxmi et al. 

(2016) the term e-marketing rather than digital marketing and characterized that it is the use of both web 

and intuitive innovations to create a connection amongst firms and its clients of the digital market. 

Henceforth, by utilizing client information, it is possible to anticipate future offers that need to be sent to 

their existing customers for keeping the clients alive and tied up with the organization (Khan and Islam, 

2017). Digital marketing tools help banker to reach their target customer and gain more profit from their 

business (Clagett, 1995). Moreover, Digital marketing tools help the bank to look after their customer 

behavior by using digital marketing tools where anyone from anywhere can get the services from the 

bank (Sharma et al., 2020). In this present age, people are more active on digital platforms where people 

want to do all activities by using digital technology and bank are also the user of digital technology by 

using digital marketing tools. Bank easily can reach their ultimate customer. In this way, digital marketing 

tools create new potential marketing value for the banking sector (Orwenyo, 2014). Therefore, Customers 

also get great services from the bank that is good for both and the digital marketing tools help the bank 

to run long-run relationships with their customers and both are beneficial (Wonder, 1981). 

 

METHODOLOGY 

For this study purpose, the non-probability convenience sampling method has been used because the 

population is unknown. This research is quantitative and exploratory in nature. The targeted population 

of the study was the employees and experts of a private commercial bank limited. Data were collected 

using structured survey questionnaires from experts and employees of the bank. In this study, the 

questionnaires were two parts namely where the first part consisted of demographic information and the 

second part was the survey questionnaire. The sample size was 100 and a five-point Likert scale has been 

used where (‘1=Strongly Agree, 2=Agree, 3=Neutral, 4=Disagree, 5=Strongly Disagree) in the study.  

 



 

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RESULTS & DISCUSSION 

Table 1: Response regarding the gender status of respondents 

 

 Frequency Percent 

FEMALE 31 31.0 

MALE 69 69.0 

Total 100 100.0 

 

The above table shows that 69% (N=69) respondents are male, and the rest of the 31% (N=31) are 

female. This is the result of gender status respondents in this study.  

 

Table 2: The frequency of South Bangla Agriculture and Commerce Bank Ltd using digital marketing 

tools in a very effective way. 

 Frequency Percent 

strongly Agree 31 31.0 

Agree 69 69.0 

Total 100 100.0 

 

The table above indicates that more than 31% strongly agreed (n=31) and more than 69% agreed (n=69) 

that South Bangla Agriculture and Commerce Bank Ltd uses digital marketing tools in a very effective 

way. 

 

Table 3: Frequency of Using digital marketing tools are profitable for South Bangla 

 Frequency Percent 

Strongly Agree 45 45.0 

Agree 55 55.0 

Total 100 100.0 

 

The table above indicates that more than 45% strongly agreed (n=45) and more than 55% agreed (n= 55) 

that using digital marketing tools is profitable for South Bangla Agriculture and Commerce Bank Ltd. 

 

Table 4: Frequency By using digital marketing tools South Bangla Agriculture and Commerce Bank 

Ltd can reach their potential customers. 

 Frequency Percent 

Strongly Agree 21 21.0 

Agree 74 74.0 

Disagree 5 5.0 

Total 100 100.0 

 



 

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The table above indicates that more than 21% of respondents strongly agreed (n=21) and more than 74% 

agreed (n=74) and 5% of respondents Disagree (n=5) that by using digital marketing tools South Bangla 

Agriculture and Commerce Bank Ltd can reach their potential customers. 

 

Table 5: Frequency of Using digital marketing tools is the better way for creating new customer 

 Frequency Percent 

Strongly Agree 27 27.0 

Agree 70 70.0 

Disagree 3 3.0 

Total 100 100.0 

The table above indicates that 27% of respondents strongly agreed (n=27) and more than 70% of 

respondents agreed (n=70) and 3% of respondents Disagree (n=3) that using digital marketing tools is the 

better way for creating a new customer. 

 

Table 6:  Frequency of Social media marketing is a very effective way to communicate the customers of 

a private commercial Bank Ltd 

 Frequency Percent 

Strongly Agree 23 23.0 

Agree 65 65.0 

Disagree 10 10.0 

Strongly disagree 2 2.0 

Total 100 100.0 

 

The table above indicate that more than 23% of respondents strongly agreed (n=23) and more than 65% 

agreed (n=65) and 10% respondents disagreed (n=10) and 2% of respondents strongly disagreed (n=2) 

that social media marketing is a very effective way to communicate the customer of a private commercial 

Bank Ltd 

 

Table 7: Frequency of a private commercial Bank Ltd keeps web page running on Internet 

 Frequency Percent 

Strongly Agree 34 34.0 

Agree 61 61.0 

Disagree 4 4.0 

Strongly disagree 1 1.0 

Total 100 100.0 

 

The table above indicates that 34% of respondents strongly agreed (n=34) and more than 61% of 

respondents agreed (n=61) and minimum number of respondents 4% disagreed (n=4) and 1% strongly 

disagreed with that Bank Ltd keeps web page running on the Internet. 

 



 

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Table 8: Frequency of a Bank Ltd provides information Quickly through the use of digital marketing 

tools 

 Frequency Percent 

 Strongly Agree 17 17.0 

 Agree 77 77.0 

 Disagree 6 6.0 

 Total 100 100.0 

 

The table above indicates that more than 17% of respondents strongly agreed (n=17) and more than 77% 

agreed (n=77) and minimum number of respondents 6% disagreed (n=6) with that a Bank Ltd provides 

information Quickly through the use of digital marketing tools 

 

Table 9: Frequency of in case of advertising, the uses of digital marketing tools are cheaper than other 

marketing tools of a Bank Ltd. 

 Frequency Percent 

Strongly Agree 10 10.0 

Agree 35 35.0 

Disagree 47 47.0 

Strongly disagree 8 8.0 

Total 100 100.0 

 

The table above indicates that more than 10% of respondents strongly agreed (n=10) and more than 35% 

respondents agreed (n=35) but the maximum number of respondents more than 47% disagreed (n=47) 

and more than 8% strongly disagreed with that in case of advertising, the uses of digital marketing tools 

are cheaper than other marketing tools of a Bank Ltd. 

 

Table 10:  Frequency of a Bank Ltd keeps Facebook running on social networking site 

 Frequency Percent 

Strongly Agree 48 48.0 

Agree 44 44.0 

Neutral 1 1.0 

Disagree 5 5.0 

Strongly Disagree 2 2.0 

Total 100 100.0 

 

The table above indicates that more than 48% of respondents strongly agreed (n=48) and more than 44% 

agreed (n=44) but a minimum number of respondents kept silent and more than 5% respondents disagreed 

and 2 % (n=2) strongly disagreed with that a private Bank Ltd keeps Facebook running on social 

networking site. 

 



 

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Table 11: Frequency of Social media marketing is a very effective tool for promoting a private 

commercial Bank Ltd 

 Frequency Percent 

Strongly Agree 18 18.0 

Agree 78 78.0 

Disagree 2 2.0 

Strongly disagree 2 2.0 

Total 100 100.0 

 

The table above indicates that more than 18% of respondents strongly agreed (n=18) and more than 78% 

of respondents agreed (n=78) but a minimum number of respondents 2% strongly disagreed (n=2) with 

that Social media marketing is a very effective tool for promoting a private commercial Bank Ltd 

 

Table 12: Frequency of In case of using digital marketing tools, a private commercial Bank Ltd 

provides better services 

 Frequency Percent 

Strongly Agree 19 19.0 

Agree 70 70.0 

Disagree 11 11.0 

Total 100 100.0 

 

The table above indicates that more than 19% of respondents strongly agreed (n=19) and more than 70% 

of respondents agreed (n=70) but the minimum number of respondents 11% disagreed (n=11) with that 

in case of using digital marketing tools a private commercial Bank Ltd provides better services. 

The uses of digital marketing tools play a vital role in the banking sector. The South Bangla 

Agriculture and Commerce Bank Ltd uses digital marketing tools in a very effective way. It has become 

the order of the day to use digital marketing tools. The uses of digital marketing tools are better than other 

traditional marketing tools.  Based on the finding of the report it can be said that the uses of digital 

marketing tools in the banking sector have a positive impact and influence the customer to choose more 

suitable banks for them. According to the findings use of different types of digital marketing tools can 

attract customers more than other traditional marketing tools because most customers or people are 

engaged on the internet. The educated people are engaged strongly on the different types of websites and 

portals. People believed that the use of digital marketing tools can help them in touch with the bank. Uses 

of digital marketing tools can be more useful to get more reliable information from the banking website. 

Social media marketing helps them more to provide information about their bank's new schemes and 

benefits to their customer. Social media programs help the bank to reach its target in a certain time. The 

uses of digital marketing tools help the bank and customers to save time and cost. At the present age use 

of digital marketing tools can help the bank to reach their ultimate target as well as their goal. Building 

good communication with the customer and making the easy of success depends on the proper uses of 

digital marketing tools.  After going through the whole research process author recommends that the bank 

should train up their executive on proper uses of digital marketing tools on their banking site which would 



 

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help the bank to be more successful. Also, the bank should provide their advertisement on social 

networking sites because most people engaged on social media. Another is The bank should make their 

programs on social networking sites and make them easy to access to reach many potential customers. 

With the proper utilization of digital marketing tools, the bank would be able to reach its ultimate goal 

and success within in short time. The proper utilization of digital marketing tools can save their cost and 

time than other traditional marketing tools 

 

CONCLUSION 

According to the finding, it can be said that the uses of different types of digital marketing tools attract 

customer attention more easily than other marketing tools. With the proper utilization of digital marketing 

tools, the bank executive can do their work in a short time and customers get more reliable information. 

The proper uses of different types of digital marketing tools help the digital banking system more than 

other traditional marketing tools. The uses of different types of digital marketing tools help the banks to 

gain more customers and provide the services as peruses of different types of digital marketing tools has 

brought drastic change on the banking sector. In a digital age, the proper use of different types of digital 

marketing tools is the blessing of success. It can easily attract the customer’s attention, and make the 

potential to an actual customer and help the bank to succeed in their working field. The use of different 

types of digital marketing tools in the banking sector is the blessing of the digital world (Akhter et al. 

2022a; Akhter et al., 2022b; Kader et al., 2019; Kader et al., 2021; Kabir et al., 2021). 

 

AUTHOR CONTRIBUTIONS 

Conceptualization: Bani Amin Molla, Mijanur Rahman Molla 

Formal Analysis: Bani Amin Molla, Syed Akib Hoque, Autoshi Ray, MD. Medul Mia 

Funding Acquisition: Bani Amin Molla, Mijanur Rahman Molla, Syed Akib Hoque, Autoshi Ray, MD. 

Medul Mia 

Investigation: Bani Amin Molla, Mijanur Rahman Molla 

Methodology: Bani Amin Molla, Mijanur Rahman Molla, Syed Akib Hoque, Autoshi Ray, MD. Medul 

Mia 

Project Administration: Syed Akib Hoque, Autoshi Ray, MD. Medul Mia 

Resources: Bani Amin Molla, Mijanur Rahman Molla, Autoshi Ray, MD. Medul Mia 

Software: Bani Amin Molla, Autoshi Ray, MD. Medul Mia 

Supervision: Bani Amin Molla, Mijanur Rahman Molla, Syed Akib Hoque, Autoshi Ray, MD. Medul 

Mia 

Validation: Bani Amin Molla 

Visualization: Syed Akib Hoque, Autoshi Ray, MD. Medul Mia 

Writing – Original Draft: Bani Amin Molla, Mijanur Rahman Molla,  

Writing – Review & Editing: Bani Amin Molla, Mijanur Rahman Molla, Syed Akib Hoque, Autoshi 

Ray, MD. Medul Mia 

 

CONFLICT OF INTEREST STATEMENT 

The authors declare that they have no competing interests.  

 

ACKNOWLEDGEMENT 

All authors contributed equally to the conception and design of the study. 

 

 



 

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