Authors: Adel Ghonim, Abdelrehim Awad *
Affiliations:
Department of Business Administration, College of Business, University of Bisha, Bisha 61922, Saudi Arabia
This study examines how digital marketing tools—including websites, social media, email marketing, and mobile applications—affect customer understanding and engagement in public commercial banks in Egypt. A descriptive analytical approach was used, combining both quantitative and qualitative methods to explore how these digital strategies can improve customer satisfaction and loyalty. Data were collected through a structured survey of 600 participants, including 300 bank staff and 300 clients. The analysis involved multiple regression, correlation analysis, variance inflation factor (VIF) checks, and robustness testing to ensure the reliability of the findings. The results show that mobile applications have the strongest influence on customer engagement (β = 0.78, p < 0.01), followed by websites (r = 0.72, p < 0.01), social media marketing (β = 0.65, p < 0.01), and email marketing (r = 0.54, p < 0.01). The study also found generational differences in the use of digital tools: younger customers prefer mobile applications and social media, while older customers engage more with websites and email marketing. In addition, the research identifies key challenges in digital marketing, such as technological limitations, organizational resistance, and concerns about data privacy. It emphasizes the need for stronger cybersecurity measures and compliance with regulatory requirements. This study provides useful insights for banking professionals and decision-makers to improve digital marketing strategies and build long-term customer relationships. It also highlights the importance of using technology-based, customized marketing approaches to meet the changing needs of customers. Future research should explore the use of advanced technologies such as blockchain, augmented reality, and predictive AI analytics in banking marketing strategies. By adopting innovative and data-driven marketing methods, banks can enhance customer engagement and maintain a competitive position in the fast-changing digital financial environment.
Digital marketing, Customer engagement, Banking sector, Mobile applications, Marketing strategies
https://doi.org/10.21833/ijaas.2025.04.011
Ghonim, A., & Awad, A. (2025). Shaping customer insights through e-marketing: An applied study in the banking sector. International Journal of Advanced and Applied Sciences, 12(4), 88–98. https://doi.org/10.21833/ijaas.2025.04.011