ANALYSIS OF THE IMPACT OF FINTECH MARKETING STRATEGIES IN FINTECH COMPANIES
DOI:
https://doi.org/10.46763/Keywords:
fintech, marketing, strategies, technologyAbstract
Financial technology (fintech) refers to the innovative use of technology aimed at improving and automating the delivery and use of financial services. Its main objective is to enable companies, entrepreneurs, and consumers to manage their financial processes and activities more effectively. This is achieved through specialized software and algorithms applied on computers, smartphones, and other digital platforms. Fintech has transformed the way people interact with financial institutions by offering faster, safer, and more convenient solutions. Fintech marketing consists of communication and promotional strategies developed specifically for companies in the financial technology sector. These firms rely on advanced technologies to optimize their services and reach customers more efficiently. Marketing in this field can be challenging because financial services are often seen as complex or uninteresting to the average user. Therefore, companies must focus on building trust, transparency, and user-friendly experiences to attract and retain clients. When implemented effectively, fintech marketing strategies help businesses connect with their target audiences, increase brand awareness, and strengthen customer relationships. As the financial industry continues to evolve, fintech plays a crucial role in shaping the future of financial services and improving customer experiences worldwide.
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