MARKETING IN THE BANKING SECTOR: STRATEGIES, CHALLENGES AND INNOVATIONS
DOI:
https://doi.org/10.56238/isevmjv3n6-013Keywords:
Banking Marketing, Marketing Strategies, Innovation, Customer Experience, Digitisation, Market Segmentation, Banking Products, Digital Advertising, CRM, Customer LoyaltyAbstract
The banking sector, traditionally centered on conventional financial products and services, has experienced a significant transformation in recent years. Banking marketing, which was already based on traditional strategies for advertising and promoting products, has evolved to adapt to new market demands, especially with the advance of digitalization and the intensification of competition. Customer experience, the personalization of services, and the use of emerging technologies such as artificial intelligence, big data, and automation are now essential components for the effectiveness of marketing strategies in the sector. This article explores the key trends, challenges, and innovations in marketing banking, highlighting how banks are using new approaches to stay competitive and improve customer loyalty. Through the analysis of successful campaigns, applied technologies, and case studies, we seek to understand how banking marketing can be a powerful tool in building lasting relationships with customers and driving profitability in today's context of digital innovations.
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