Analysis of digital marketing strategies of deposit banks in Turkey via text mining twitter posts

Abstract

In today’s world, marketing activities of organizations through social media have become extremely important. While earlier marketing campaigns of organizations were provided through television advertisements and posters, nowadays, marketing campaigns on social media have been included in these fields. These marketing activities differ between sectors. Therefore, each organization has developed its own digital marketing strategy and reflected it to its customers (or potential customers). In line with the developing information and communication technologies, the volume of banking transactions has grown considerably. Following these developments within the banks, the importance of marketing strategies over social media has increased. This chapter focuses on the Turkish banking sector and uses the official Twitter accounts of major banks in Turkey as independent variable, and uses the interactions with the banks and their customers as dependent variable, while aiming to find out strategies that banks secretly employ to increase their awareness on their customers and in the market. For this purpose, a text mining study was conducted using the tweets posted by the related banks. The headings generated by data such as the keywords used in banks’ tweets, word sequences in tweets and the positions of words in tweets and usage repetitions, in general, were evaluated in the analysis. By analyzing the differences between digital marketing strategies and determining the best and worst strategies by analyzing their interactions on consumers, the reasons were found.