Title: The Influence of Digital Marketing on Innovative Banking Practices
Author: Baillot Josselin
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: Marketing
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.114-126 Click PDF
Abstract
The integration of digital marketing into the banking sector has raised concerns regarding customer privacy, security, and regulatory compliance. This study aimed to delve into the influence of digital marketing within the banking industry. It seeks to comprehend the impact of digital marketing on the development and implementation of innovative practices in this sector. This investigation intended to analyze shifts in customer interactions, alterations in the competitive landscape of banking, and both the advantages and challenges inherent in the adoption of digital marketing. The methodology employed in this paper entailed a comprehensive review of relevant literature and an analysis of secondary data from credible sources including books, articles, online publications, news outlets, journals, and magazines. The research outcomes underscore the evolution of digital marketing as an indispensable tool. Digital channels and technologies, including but not limited to social media, email, and mobile marketing, provide financial institutions with novel avenues to engage with their customers. The banking sector’s embrace of digital marketing stems from the growing reliance of customers on digital channels for financial transactions and information. Consequently, the utilization of digital marketing is progressively gaining significance for banks as they strive to maintain competitiveness in an increasingly digitalized world. In conclusion, the impact of digital marketing on innovative practices within the banking sector emerges as a pivotal subject of study. This research contributes to a deeper understanding of how digitalization is redefining the banking landscape, fostering new approaches to customer engagement and competition.
Keywords: digital marketing, innovative, banking practices
The Influence of Digital Marketing on Innovative Banking Practices / –
6517190011 – BAILLOT JOSSELIN 2567 (2024) The Influence of Digital Marketing on Innovative Banking Practices สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University
Academic Year 2024, Graduate School 2024, IMBA, IMBA 2024, Independent Study, Independent Study 2024, Master of Business Administration, Master of Business Administration (International Program) 2024, Master of Business Administration 2024, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,International Business Management