graduate student
The article discusses the key aspects of the development of digital marketing technologies in the promotion of financial products. The author analyzes the specifics of financial products, the complexity of their promotion, as well as the features of marketing communications in the digital environment. The focus is on the use of big data analytics, artificial intelligence, machine learning, blockchain and social media in marketing strategies. Successful examples of digital marketing in the financial sector are given, such as campaigns by American Express, PayPal and Sberbank. The benefits of digital marketing, including personalization and increased customer loyalty, are discussed, as well as existing challenges such as data security, technology integration and regulatory compliance. The article emphasizes the need for financial institutions to adapt to dynamically changing market conditions and further develop digital technologies to strengthen competitiveness and increase customer confidence.
digital marketing, financial products, personalization, big data analytics, artificial intelligence, blockchain, social networks, cybersecurity
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