Google-Marketing of Selected Online Services of Polish Banks

Abstract

In this paper the results of the survey on the Google search engine marketing of selected phrases (key-words) for basic banking products for retail customers and small and medium-sized enterprises in Poland were discussed. The research was done in November 2012, concerning seven phrases covering deposit, savings and loan services. The recent statistics (from the 1 stquarter of 2010 up to 2nd quarter of 2012) for online banking in Poland, as well as for Internet marketing market were also presented. In conclusion, the recommendations for the application of Google-marketing in retail banking were formulated.