Commercial Bank is at the forefront of a marketing revolution of digital leadership and corporate social responsibility. There are two rules to marketing: establish a strong brand and become relevant. The success of Commercial Bank has been harnessed by using digital channels to engage with our customers. This is how we have come to understand the needs of our customers better than ever.

Commercial Bank’s marketing style is more than just a roadmap – it is a catalyst for transformative success. Our company has exemplified this principle, achieving remarkable growth across key business segments and solidifying our status as a leader in the corporate banking arena. Our success is rooted in 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 companies have served as a reminder of how quickly a company can fall out of success if it doesn’t adapt to change. Despite their early dominance, these companies struggled to keep pace with industry shifts, ultimately losing relevance in a fast-evolving market.

That said, brand presence in the digital world is not an option; it is a must if you want to be part of your customers’ world. Commercial Bank’s marketing strategy and success is focused on innovative products, customer-centric apps, and green initiatives – all of which create a holistic model for sustainable growth. Qatar boasts an impressive 99 percent smartphone adoption rate and with platforms like Snapchat and TikTok gaining traction, embracing change has become imperative. The digital platforms we employ at Commercial Bank have unique features, especially their ability to understand our customers’ changing needs. Commercial Bank harnesses digital channels to engage with customers to become a trusted part of their community. Brand presence and CSR integration are key to forging that trust.

Our mobile app is constantly evolving to enhance the customer experience. The CBQ Mobile App offers features like biometric log-in, easy profile updates and secure account access. We streamline processes by automating direct debit and contactless payments, eliminating the need for manual bill tracking and payment. Reducing administrative tasks not only benefits our customers but also strengthens our competitive edge.

Environmental focus
There is an environmental focus too. Our marketing style at Commercial Bank is part of our ongoing success as we transition to becoming increasingly efficient 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 staying focused on sustainability. The key to long-term survival is embracing new technologies as part of a digital leadership focus. Collectively, these measures illustrate how digital innovation and leadership at Commercial Bank are contributing to driving the transition to a more sustainable and resilient future.

Sustainability goes beyond environmental issues; it encompasses social dimensions as well. Fostering community engagement through sustainability strengthens our ties with the community. This is important to our branding and remaining relevant. Commercial Bank’s collaboration with Mastercard to plant trees exemplifies how financial institutions can be environmental, while enhancing their brand image. We have also installed solar panels across our buildings and introduced an electric car fleet. Broader initiatives include contactless and paperless transactions, green bonds, directing capital toward environmentally responsible projects, and green vehicle loans for customers who comply with the National Environment and Climate Change Strategy.

Investment in AI
As Commercial Bank advances its environmental credentials, digital transformation using artificial intelligence is increasingly important. AI projects are being led by both the government and the private sectors. The government is developing a comprehensive National Artificial Intelligence Strategy aimed at integrating AI across key sectors such as healthcare, education, and transportation, which includes establishing AI research centres and innovation hubs.

Commercial Bank is keenly looking 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 embracing new technologies as part of a digital leadership focus

Since defining our data strategy in 2022, the bank has embarked on a focused AI journey, which has become a cornerstone of its future development strategy. Currently, the bank has integrated a broad range of AI technologies across various operations. The bank deployed a large number of AI and generative AI solutions, delivering a material improvement in operational efficiency across multiple processes. AI-driven decision-making now accounts for a major part of decisions in certain processes, including document processing and customer engagement (ID details processing, unstructured letters, invoices, bills etc).

At Commercial Bank, we recognise that technology holds the greatest potential, serving as the driving force behind every industry. Considering this, nearly everything we do today is powered by technology. It has been seamlessly integrated into every aspect of our lives, redefining how we live, work, and connect.

By leveraging the latest technology, we make everyday banking more convenient, seamless, and efficient – whether through digital platforms that allow 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 that is the exact reason why we believe technology holds the most potential.

Private sector and wealth funds
Readiness is built on economic diversification. We believe the best strategy for diversification is investing in small and medium-sized enterprises (SMEs). The transition from a government-led economy is an important part of that shift, which aims to build an economy driven by private sector innovation and growth.

Highlighting the bank’s commitment to the next generation of professionals, talented Qataris are sent to locations like London and New York for specialist training. New laws and schemes have also been created to help more Qatari nationals set up 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 an array of opportunities, from driving customer awareness to encouraging the adoption of new digital banking products. Even more, it provides powerful platforms to understand customers on a more personal level. Our marketing team is dedicated to highlighting our innovative efforts and digital solutions across Qatar and beyond, ensuring that our advancements resonate with our audience. This commitment to excellence has earned us prestigious accolades, including the ‘Best Mobile Banking App in the Middle East and Qatar’ from both Global Finance and Meed. By emphasising our unique offerings and harnessing our digital channels to engage with customers, our marketing initiatives have significantly contributed to our reputation as a trusted leader in the banking sector.

We recognise that technology holds the greatest potential, serving as the driving force behind every industry

Social media is particularly effective in showcasing real-life stories, building emotional connections, and becoming a trusted member in our customers’ world. That said, storytelling has become our core strategy. Take, for example, our viral CB Support campaign. Rather than simply answering customers’ questions, we chose to compile and respond to them with a humorous twist.

This approach not only retained their attention but also boosted brand awareness, addressed their inquiries, and introduced followers to services they might not have known about. To revive traditional Qatari dialect, we also launched a campaign in Ramadan where staff members engaged with citizens across Qatar, asking them to guess the meaning of authentic Qatari words. This initiative became 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.

Our line of work extends social media to include corporate social responsibility on ground which is essential to Commercial Bank’s strategic vision. During this year’s Ramadan, we launched a series of initiatives that fall under our corporate social responsibility strategy. We introduced the CB Staff Eidya, empowering our team to conveniently make donations to Qatar charities.

In collaboration with the Centre for Empowerment and Elderly Care (Ehsan), we also joined a heartfelt Ghabqa dinner with the elderly, honouring the bonds across generations. As part of the cherished Gulf tradition of Garangao – a joyful celebration held on the 14th night of Ramadan where children dress in colourful clothes, sing special songs, and gather sweets – we hosted events across branches, schools, and hospitals, inviting children and customers to join in festivities, gifts and fun.

Our record of success is a testament to the power of strategic marketing in driving growth and innovation. As we continue to navigate the complexities of the financial sector, our focus remains firmly on delivering unparalleled value to our customers, ensuring that we remain at the forefront of the industry.