Digital Marketing’s Role in Enhancing Financial Services in Palestine

This study explores the role of digital marketing in enhancing financial services in Palestine, focusing on customer engagement, satisfaction, and service adoption. A mixed-methods approach was employed, combining quantitative data collected from 300 structured survey responses with statistical analysis—namely, descriptive statistics, chi-square tests, and regression modeling—and qualitative case studies from local banks. The analysis reveals a statistically significant relationship between online banking frequency and customer satisfaction, with social media identified as the most influential digital marketing channel. Although digital marketing exposure had a mixed effect on satisfaction, its overall impact on account openings and brand engagement was notable. The study concludes that well-targeted digital marketing strategies—particularly on social platforms—can significantly improve customer acquisition and retention in Palestinian financial institutions. However, infrastructural, and regulatory challenges must be addressed to realize the full potential of digital financial inclusion.