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Author: Hussein Ali Al Abdulla, Marketing and Real Estate Agent CB, Commercial Bank
Commercial Bank is at the forefront of a marketing revolution focused on digital leadership and corporate social responsibility. There are two rules in marketing: establish a strong brand and become relevant. Commercial Bank’s success has been leveraged by using digital channels to engage with our customers. This is how we have managed to understand the needs of our customers better than ever.
Commercial Bank’s marketing style is more than just a roadmap: it’s a catalyst for transformative success. Our company has exemplified this principle, achieving remarkable growth in key business segments and solidifying our status as a leader in business banking. Our success is based on our unwavering commitment to understanding and meeting the diverse needs of our customers through innovative marketing initiatives.
However, staying relevant is a challenge. If you stop innovating, you fail. Many global businesses remind us how quickly a business can fail if it doesn’t adapt to change. Despite their initial dominance, these companies struggled to keep pace with industry changes, ultimately losing relevance in a rapidly changing market.
That said, a brand’s presence in the digital world is not an option; it’s a must-have if you want to be part of your customers’ world. Commercial Bank’s marketing strategy and success focuses on innovative products, customer-centric applications and green initiatives, all of which create a holistic model for sustainable growth. Qatar boasts an impressive 99% smartphone adoption rate and with platforms like Snapchat and TikTok gaining traction, it has become imperative to embrace change. The digital platforms we use at Commercial Bank have unique characteristics, including their ability to understand the evolving needs of our customers. Commercial Bank leverages digital channels to engage with customers and become a trusted part of their community. Brand presence and CSR integration are essential to building this trust.
Our mobile application is constantly evolving to improve the customer experience. The CBQ mobile app offers features like biometric login, easy profile updates, and secure account access. We streamline processes by automating direct debits and contactless payments, eliminating the need for manual invoice tracking and payment. Reducing administrative tasks not only benefits our customers, but also strengthens our competitive advantage.
Environmental orientation
There is also an environmental concern. Our marketing style at Commercial Bank is part of our continued success as we become more and more effective as a bank. By employing a well-defined strategic marketing approach, we have established ourselves as experts in helping individuals achieve their financial goals while remaining focused on sustainability. The key to long-term survival is to embrace new technologies as part of a digital leadership strategy. Collectively, these measures illustrate how Commercial Bank’s digital innovation and leadership are helping to drive the transition to a more sustainable and resilient future.
Sustainability goes beyond environmental issues; it also encompasses social dimensions. Fostering community engagement through sustainability strengthens our ties to the community. This is important for our branding and staying relevant. Commercial Bank’s collaboration with Mastercard to plant trees illustrates how financial institutions can be environmentally friendly while improving their brand image. We have also installed solar panels in our buildings and introduced a fleet of electric cars. Wider initiatives include contactless and paperless transactions, green bonds, directing capital towards environmentally friendly projects and green vehicle loans for customers who comply with the National Environment Strategy and climate change.
Investment in AI
As Commercial Bank strengthens its environmental credentials, digital transformation using artificial intelligence is becoming increasingly important. AI projects are carried out by both government and the private sector. The government is currently developing a comprehensive national artificial intelligence strategy aimed at integrating AI into key sectors such as health, education and transport, which includes the creation of research centers and innovation hubs on the ‘AI.
Commercial Bank looks forward to adopting these innovative projects and riding the wave of AI advancements, ensuring that it remains at the forefront of digital transformation in the region.
The key to long-term survival is to embrace new technologies as part of a digital leadership strategy.
Since defining our data strategy in 2022, the bank has embarked on a targeted AI approach, which has become the cornerstone of its future development strategy. Currently, the bank has integrated a wide range of AI technologies into various operations. The bank has deployed a large number of AI and generative AI solutions, bringing significant improvement in operational efficiency across multiple processes. AI-based decision making now represents a significant part of decisions in certain processes, including document processing and customer engagement (processing of ID documents, unstructured letters, invoices, invoices, etc.).
At Commercial Banking, we recognize that technology holds the greatest potential and is the driving force behind every industry. Given this, almost everything we do today relies on technology. It has been seamlessly integrated into every aspect of our lives, redefining the way we live, work and connect.
By leveraging the latest technologies, we make everyday banking more convenient, transparent and efficient, whether through digital platforms enabling 24/7 access, or innovative products designed to meet growing needs. The goal is to make banking simpler, faster and more intuitive for our customers, and this is precisely why we believe technology holds the greatest potential.
Private sector and heritage funds
Preparation relies on economic diversification. We believe that the best diversification strategy is to invest in small and medium-sized enterprises (SMEs). An important part of this change is the transition from a state-led economy, which aims to build an economy driven by innovation and private sector growth.
Underlining the bank’s commitment to the next generation of professionals, talented Qataris are being sent to places like London and New York for specialized training. New laws and programs have also been created to help more Qatari nationals start their own businesses. These changes include simplified registration and access to funding and resources.
Marketing
Establishing a strong brand presence is crucial in today’s marketing landscape, as it presents a range of opportunities, from raising customer awareness to encouraging the adoption of new digital banking products. Additionally, it provides powerful platforms for understanding customers on a more personal level. Our marketing team is dedicated to showcasing our innovative efforts and digital solutions across Qatar and beyond, ensuring our advancements resonate with our audiences. This commitment to excellence has earned us prestigious accolades, including the title of “Best Mobile Banking App in the Middle East and Qatar” from Global Finance and Meed. By emphasizing our unique offerings and leveraging our digital channels to engage with customers, our marketing initiatives have significantly contributed to our reputation as a trusted leader in the banking industry.
We recognize that technology holds the greatest potential and is the lifeblood of every industry.
Social media is particularly effective for presenting real stories, building emotional connections, and becoming a trusted member of our customers’ world. That said, storytelling has become our core strategy. Take, for example, our viral CB Support campaign. Rather than simply answering customer questions, we chose to compile and answer them with a humorous touch.
This approach not only caught their attention, but also built brand awareness, fulfilled their requests, and introduced subscribers to services they may not have known existed. To revive the traditional Qatari dialect, we also launched a campaign during Ramadan where staff members engaged with citizens across Qatar, asking them to guess the meaning of authentic Qatari words. This initiative went viral on social media as it encouraged the younger generation to connect deeply with their cultural roots and fostered a shared sense of belonging among hundreds of people.
Our line of work expands social media to include on-the-ground corporate social responsibility, which is essential to Commercial Bank’s strategic vision. During this year’s Ramadan, we launched a series of initiatives that are part of our corporate social responsibility strategy. We introduced CB Staff Eidya, allowing our team to easily donate to charities in Qatar.
In collaboration with the Center for Empowerment and Elderly Care (Ehsan), we also participated in a heartfelt Ghabqa dinner with the elderly, honoring the bonds between generations. As part of Garangao Gulf’s cherished tradition – a joyful celebration held on the 14th night of Ramadan where children dress in colorful clothes, sing special songs and collect sweets – we organized events at branches, schools and hospitals, inviting children and customers. to join in the festivities, gifts and fun.
Our track record of success is a testament to the power of strategic marketing to drive growth and innovation. As we continue to navigate the complexities of the financial industry, our focus firmly remains on delivering unparalleled value to our customers, ensuring we remain at the forefront of the industry.