Web marketing is now an integral part of a bank’s overall marketing strategy. It fulfils two main purposes: (1) it raises awareness of the bank’s brand and provides information so that existing and potential customers can conduct detailed research into the bank’s products and services, and (2) it is a service channel for customers to carry out banking transactions and account management. A key measure of online performance is the share of unique visitors within a defined market. In this paper we evaluate the leading UK banks’ online performance in terms of share of unique visitors relative to their overall market share. In addition, the concept of web visibility is introduced, which is a measure of Internet connectedness. The relationship between web visibility and unique visitors is shown for each individual bank, and the competitive implications outlined. Further research is outlined, in particular to set out an agenda for extending the concepts described here into a more comprehensive analytical framework.
Holland, Christopher; Mandry, Gordon; Ardern, Liam; and Kharazi, Kamyar, "MEASURING THE EFFECTIVENESS OF WEB MARKETING IN FINANCIAL SERVICES" (2010). UK Academy for Information Systems Conference Proceedings 2010. 28.