Within the framework of general-purpose
loan marketing activities at İşbank,
mass media campaigns such as “Tatil”
(“Vacation”), “Bayram” (“Holiday”) and “Yeni
Yıl” (“New Year”) loan campaigns and special
campaigns addressing specific professions
were organized during the reporting period
in addition to regular campaigns held every
month.
Customers who submit “Hızlı Kredi” (“Quick
Loan”) applications through the Bank’s
interactive channels are automatically
directed to branches by the campaign
management system. In addition, a
proactive approach was taken in response
to customers’ needs by undertaking work on
available general-purpose loan limits.
New cash loan products have been
introduced in addition to the organized
campaigns via closely monitoring
customer needs and expectations as well
as regulatory requirements. Within this
framework, the 2B Loan was introduced for
the first time by İşbank among privately-
owned banks in Turkey. The 2B Loan is
designed to meet the financing needs of
titleholders to lands under Law no. 6292
known as the 2/B Bill in the public sector,
within the scope of the cash consumer loan.
CARD PAYMENT SYSTEMS WITH
FEATURES ENCOMPASSING A WIDE
RANGE OF PRODUCTS
As of end-2012, İşbank is a leading player in
Turkey’s card payment systemmarket with;
• 5,948,762 credit cards issued,
• TL 47.5 billion credit card turnover,
• 13.1%market share based on credit card
turnover.
MAXIMUM IS EVERYWHERE
İşbank’s credit cardholders have the
opportunity to transact frommore than
200,000 active Maximummember
merchants.
In 2012, the Bank organized campaigns
that featured additional installment,
grace period, extra loyalty points (called
“MaxiPuan”) and gift products, as well as
seasonal, sector-based and firm-based
campaigns. Targeted to different segments
in various sectors, the intensive campaigns
offered advantageous shopping options
to cardholders and the positive impact of
brand sharing cooperation made İşbank
cards preferred among Maximummember
merchants at an ever-increasing rate.
Taking cost and effectiveness issues into
account, İşbank makes maximum use of
newly-emerging digital marketing channels
with a special focus on social media, in
addition to more traditional channels
already in intensive use. In this context,
social media accounts have been opened
for the Bank’s “Maximum” and “Maximiles”
credit card brands, and these have been
utilized for special campaigns, marketing
and communication activities.
TAKING COST AND
EFFECTIVENESS ISSUES
INTO ACCOUNT, İŞBANK
MAKES MAXIMUM USE OF
NEWLY-EMERGING DIGITAL
MARKETING CHANNELS
WITH A SPECIAL FOCUS ON
SOCIAL MEDIA, IN ADDITION
TO MORE TRADITIONAL
CHANNELS ALREADY IN
INTENSIVE USE.
INTRODUCTION
ACTIVITIES
CORPORATE GOVERNANCE
FINANCIAL INFORMATION AND RISK MANAGEMENT
39
İŞBANK
ANNUAL REPORT 2012
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