Evaluating The Effectiveness Of Marketing Strategies In Financial Services: A Comparative Study Of Banks And Fintech Firms
DOI:
https://doi.org/10.48047/jt7zqh13Keywords:
Marketing strategies, Fintech firms, Traditional banks, Consumer behavior, Marketing effectiveness.Abstract
These research questions focus on the efficiency of the marketing initiatives used by conventional banks and fintech organizations in the wake of behavioral shifts and technological developments. It shows the dramatic shifts in financial services marketing that occurred in the past decade due to emerging technologies and customer behaviors. Conducted with survey data from 200 marketing professionals including 100 from banks and 100 from fintech organizations, the research explored several dimensions within the study including target client segmentation, value propositions, communication channels, and customer relationships.
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References
Jayasuriya Daluwathumullagamage, D., & Sims, A. (2021). Fantastic Beasts: blockchain-based banking. Journal of Risk and Financial Management, 14(4), 170.
Chuen, D. L. K., Guo, L., & Wang, Y. (2017). Financial technology (fintech): The future of financial services. Journal of Technology in Finance, 1(1), 1-10.
Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How large US companies can use Twitter and other social media to gain business value. MIS Quarterly Executive, 9(4).
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