Evaluating The Effectiveness Of Marketing Strategies In Financial Services: A Comparative Study Of Banks And Fintech Firms

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.