Engagement with Generation Z : how banks use digital marketing to engage with Generation Z in Finland

Abstract

This thesis explores how banks operating in Finland utilize digital marketing strategies to engage with Generation Z. As digital natives, Gen Z consumers demand interactive, personalized, and accessible online services. Financial institutions increasingly rely on digital marketing techniques such as social media advertising, influencer collaborations, and data-driven personalization to capture and retain this demographic. The study applies a mixed-methods approach, incorporating both qualitative analysis of existing literature and quantitative data gathered through surveys.

The findings indicate that Finnish banks primarily use social media, mobile banking applications, and email marketing as key engagement channels. Gen Z consumers value trust, convenience, and personalized content, though their engagement with digital marketing varies depending on the platform and messaging approach. While social media marketing is the most visible, traditional channels like email remain relevant, especially for financial education and personalized offers. The research highlights the importance of maintaining authenticity and transparency in digital marketing to foster long-term customer loyalty.

The study contributes to a deeper understanding of effective digital marketing strategies in the banking sector and provides insights for financial institutions seeking to strengthen their relationships with younger customers. Future research could focus on evolving technologies such as artificial intelligence and predictive analytics to further enhance digital engagement strategies in banking.