It is important to take into account the specific characteristics that have the financial marketing:

Strong state regulation. This requires all banks to compete on equal terms.
The existence of entry barriers. Formal and informal.
Maintaining permanent relationships between the entity and its customers.
The intangible nature of financial products.
Heterogeneity of products.

This discipline has evolved as a result of changes in the financial sector such as the liberalization and internationalization in terms of regulations, significant increase competition and greater demands by the customer in terms of price and service.

In response to these changes, bank branches have left behind some of the bureaucratic tasks to consolidate as a customer and generating added value. This is because the quality of financial services:

Generates greater customer loyalty
Reduced vulnerability to price wars
Operating costs are lower. It must tend to error 0, and is not necessary to correct anything.
He feels good. No turnover.
Increase market share.

Banks have gone from an undifferentiated strategy (no segmentation, they attack the whole market as a whole, is based on common characteristics of all consumers) to a different strategy (that is multi-segment strategy, attack with different products). Which specialize in specific customer segments, compared to the massive attention that claimed to offer.

The traditional distribution channel of supply is based on the bank branch network. The role of the branch in the company’s strategy is linked with market segmentation. Thus we have:

Full-service branches (branches Universal)
Branches with limited services (limited services office)
Specialized branches (office specializing in certain customers)

As a result of this strategic change new forms of distribution of financial services such as ATMs, internet-banking, telephone banking, among others.

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