Businesses today rly on digital and social media platforms to maintain and increase their competitive edge against their competitors in the market. However, companies that do not have such active websites and interactive social media platforms such as Facebook, Twitter, YouTube and many more others risk missing out on various marketing opportunities (Lee, 2014). In regards to Citi bank, the company has an active website which is regularly updated. In addition it has integrated the website with social platforms such as Facebook, Twitter, YouTube and even Instagram. These platforms are active and regularly updated with meaningful content that purposely leads to interaction, comments, likes and also feedback from the company customer service. Just like other global organizations, Citibank has taken advantage of the opportunities provided by the presence of digital and social media platforms to contribute towards its mission statement and improve its services. In this case the company has social media framework which is designed as an approach to this platforms. The framework simply defines four objectives that are in line with its mission and overall corporate objectives. These objectives are also used …show more content…
It also ensures that all the information that a customer might need is available on its official website for instance information about particular product description can be found on the official website. The visitors on the official website are requested to register for direct mail and personalized marketing newsletters which is sent on monthly basis. As a result, the company has been able to market to customers through direct mails and newsletters hence informing them about new products when they are developed. This has also assisted in to improve customer service each of the customer receives customized