Implementation of digital marketing strategies. Problems and benefits to the financial sector

Abstract

Introduction: Financial digital marketing relies on different electronic media to reach a greater number of people who could become potential clients of different financial corporations through it. The objective pursued is to identify the problems and benefits that it has brought to the financial sector in terms of the use and implementation of digital marketing strategies. Methodology: The methodology of this study was based on a systematic review of primary information housed in open access databases, mainly Scopus, Web of Science and Google Scholar in the last five years (2020-2024). Results: Marketing strategies focus on directing resources toward opportunities that increase sales and provide long-term competitive advantages. In the financial services space, competition has driven a transformation towards customer satisfaction through a wide range of options. Conclusion: Digital marketing is essential and combining digital and traditional approaches is crucial to success, with conversion metrics playing a critical role. In less advanced regions, policies to support technological innovation are needed to harness digital potential. The financial sector has experienced greater competition and diversity, driven by digital marketing and the inclusion of fintech companies, which has benefited SMEs and entrepreneurs