Trends in marketing communications and the level of implementation in the banking industry in Macedonia
Trends in marketing communications and the level of implementation in the banking industry in Macedonia

Summary/Abstract: The new reality in the world is transferring new marketing communications trends, visible in the last 20 years. The technology development, the Internet, the globalization, the global economic crises and the new consumer behavior are factors for developing new trends in the marketing communications in the world. In the literature review we are going to present the different marketing communications strategies as relationship marketing, permission marketing, experience marketing, social networking marketing, mobile marketing and media channel shift in the last years.For purpose of this research implemented was a qualitative research on a sample of banks in Macedonia, active with marketing communications in the last five years. The research was implemented with closed end questionnaire, providing valuable results for the level of implementation of the new marketing communications’ trends in the banking industry in Macedonia.The conclusion is that the Macedonian banks have to consider the world trends and local consumer expectations, and increase the usage of the new marketing communications tools for improving the relationship with their customers.

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