Research Report on Digital Marketing of Long-Tail Customer Groups in Commercial Banks Under the Background of Economic Downturn: A Case Study of Pudong Development Bank Daxing Sub-branch

Abstract

This study examines the digital marketing practices directed toward long-tail customer segments in commercial banks under the pressures of an economic downturn, using the SPD Bank Daxing Sub-branch as a representative case. Against the backdrop of declining household income expectations, weakened consumption, and reduced corporate investment, the assets and activity levels of long-tail customers have shown a significant contraction, posing challenges to traditional banking business models. Through questionnaire surveys and semi-structured interviews with frontline employees, managers, and customers, this research identifies several critical issues: the narrow use of digital marketing tools, insufficient customer loyalty, diminished customer acquisition capabilities, homogeneous marketing content, inadequate customer understanding of financial products, and suboptimal service experiences. Despite the advancement of digital technologies, most marketing efforts remain concentrated on mobile banking applications, while other digital channels—such as social media, intelligent customer service systems, and multi-platform integration—are underutilized. Customers, for their part, often face decision dilemmas due to limited financial literacy and lack of personalized guidance. The findings highlight the necessity of multi-channel digital engagement, data-driven precision marketing, service optimization, and strengthened financial education. The study suggests expanding digital channels, adopting emerging technologies, enhancing product and service innovation, and constructing a more comprehensive digital service ecosystem to improve customer stickiness and support inclusive finance. These insights contribute to understanding how commercial banks can effectively reshape their marketing strategies for long-tail customers and maintain competitiveness amid economic uncertainty.