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The study focuses on the comparison between a Government and Private Commercial Bank with a particular focus on information marketing, service and customer satisfaction. In this paper, the area of contrast has three prime areas: information marketing, service and satisfaction level of consumers of the banks. Surveys through questionnaire techniques and interview methods have been used to collect necessary primary data. In the survey method, the total respondent was 100, was 50 for each banks customer. The interview had been conducted to particular bank employees of those banks with some predetermined question. The consumers of Private Commercial banks have a good impression, especially at information service than that of Government Commercial Bank.

The evolution and direction of any marketing strategy in local and international environments has forced firms to adopt electronic marketing strategies to gain competitive edge and viability in the market arena (Bui & Jones, 2006). Fast development of technologies, economic globalization and many other external circumstances stimulate changes in marketing environment. For the company to gain competitive edge in today's market, especially in the electronic market, it must have a good knowledge of the external environment, especially in technological environment that affects business operations. It is important for the company to know and predict environmental conditions that influence marketing activities. Some of the external factors that influence marketing activities of modern companies include; political, economic, social-cultural, and technological factors (Adam, Mulye,Deans & Palihawadana, 2002). The study used descriptive cross sectional census survey. The design is appropriate since all the units of interest were investigated. Comparative analysis amongst all the units was done and the phenomenon under the study described as they appear to be satisfactory. From the findings, it was established that the performance of commercial banks is affected by the electronic marketing strategies selected by the bank. There is a rapid development in technology and hence banks are not being left behind in the adoption of new technology, due to either pressure from customers, stiff competition or change in technology. The banks performance is affected by electronic marketing strategies selected. The banks which have adopted the electronic marketing strategies, the performance is improved, banks which have not yet adopted the electronic marketing strategies are struggling in the performance. The banking sector should embrace electronic marketing strategy in order to survive in the rapidly changing markets. JEL: G21; D20; D83 Article visualizations:

Term deposit is one of the financial services offered by the bank. Effective bank marketing campaign to forecast possible customer to engage in personal term deposit marketing interaction is vital because it's hard to stand out, considering that all banks offer similar products. Trailing to this, this study proposed the use of machine learning algorithms to develop a bank term deposit patronage forecasting models which have the ability to study the characteristics of customers to identify potential term deposit customers. Random Forest and Xtreme Gradient Boosting algorithms along with Portuguese institution marketing campaign dataset were used to develop bank term deposit service patronage forecasting model. The data balancing algorithm utilized is the Synthetic Minority Over-sampling Technique and Edited Nearest Neighbors (SMOTE-ENN) and feature selection was conducted using Information Gain. The Random Forest model achieved an accuracy of 95%, recall of 92% and f1 scores of 94%. Xtreme Gradient Boosting model achieved an accuracy of 97%, recall of 97% and f1 scores of 97%. The results of the experiment revealed the Xtreme Gradient Boosting emerged as the best model