QUESTION $5(20$ Marks$)$

Capitec Bank was established in $2001$ in Paarl, South Africa. Initially focused on providing accessible

banking services, it has since grown to become one of the largest retail banks in the country, known for

its innovative banking solutions and customer$-$centric approach. Capitec Bank effectively uses direct and

digital marketing strategies. The bank has leveraged digital channels extensively to reach its customers,

employing tactics such as targeted social media advertising, email marketing campaigns, and mobile app

promotions. They also utilise direct marketing techniques by sending personalized offers and services

directly to customers through SMS and online banking channels. Capitec's approach combines

innovative digital strategies with effective direct outreach to enhance customer engagement and drive

growth.

With this in mind, critically analyse the utility of Capitec$$s direct and digital marketing strategy.