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Rigorous marketing in
the banking sector is MARKETING FOR
done in many forms to be
competitive as businesses
navigate a world where UNIQUENESS
consumers are inundated
with choices. In today’s
digitally - driven landscape,
the concept of one - size
- fits - all marketing has 1. HOW DO YOU DEFINE THE KEY and digital marketing ensures tailored 2. WHAT IS YOUR APPROACH TO
become a relic of the past. ELEMENTS OF A SUCCESSFUL experiences, while innovative product INTEGRATING CUSTOMER INSIGHTS
Standing at crossroads, MARKETING STRATEGY IN THE offerings, such as green financing, INTO THE OVERALL MARKETING
BANKING INDUSTRY, AND HOW HAS
STRATEGY, AND HOW DO YOU ENSURE
faced with a fundamental THIS EVOLVED OVER THE LAST FEW SME funding, foreign currency THAT YOUR STRATEGY IS CUSTOMER -
payment/ management solutions,
customer query, a baking YEARS? digital payment solutions, address CENTRIC?
institution focusing on The banking industry in emerging customer needs. At Pan Asia Bank, our marketing
transformative power of Sri Lanka has undergone significant Trust and transparency remain strategy is deeply rooted in
transformations over the past few
customer insights, as we believe that
personalized marketing is years, driven by economic challenges, critical, with banks focusing on clear understanding our customers’ needs,
a strategy. evolving customer expectations, and communication and ethical practices aspirations, and pain points is the
rapid advancements in technology. To especially in the line of financial cornerstone of delivering exceptional
remain competitive and relevant, banks consumer regulations. Additionally, value. We employ a multi-faceted
Marketing’s evolution, have had to redefine their marketing sustainability and community approach to gather and integrate these
delves deep into the very strategies, aligning them closely with engagement have become integral, insights into our marketing strategy.
essence of personalized both global trends and local market with financial literacy and inclusions, Our primary step involves leveraging
dynamics.
entrepreneurship development and
marketing and unveils the green initiatives enhancing brand advanced analytics, customer
profound insights gleaned A successful marketing strategy in reputation. The ability to adapt quickly feedback mechanisms, and behavioral
from an extensive approach the Sri Lankan banking industry is to economic and regulatory shifts is data to identify emerging trends and
multifaceted, integrating customer-
preferences. By analyzing transaction
essential, enabling banks to remain
is what we discussed with centricity, personalization, digital relevant and resilient. Collectively, data, digital interactions, and direct
Mr. Sirimevan Senevirathne, innovation, and trust-building. The these elements position banks not customer feedback, we gain a holistic
Chief Marketing Officer, Pan shift from traditional approaches just as service providers but as trusted view of what matters most to our
to a more holistic, data-driven
diverse customer base.
financial partners in customers’ lives,
Asia Banking Corporation strategy has been fueled by rapidly fostering loyalty and
PLC. changing customer expectations long-term growth.
and technological advancements.
Personalization through data insights

51 From Campus to Corporate Leadership l Aug/Sep 2025 l www.bimt.lk From Campus to Corporate Leadership l Aug/Sep 2025 l www.bimt.lk 52