Innovative Marketing in Banking

Author:

Dwivedi Dwijendra Nath1ORCID,Mahanty Ghanashyama2ORCID,Dwivedi Varunendra nath3

Affiliation:

1. Krakow University of Economics, Poland

2. Utkal University, India

3. SRM University, India

Abstract

In the rapidly evolving financial sector, banks face the dual challenge of enhancing customer experience and optimizing marketing strategies. This chapter explores the integration of artificial intelligence (AI) and data engineering in revolutionizing marketing approaches within the banking industry. The core of this study delves into the deployment of AI technologies - including machine learning algorithms, predictive analytics, and natural language processing - to harness vast amounts of banking data for strategic marketing purposes. This research outlines how AI-driven data analysis enables personalized customer experiences, predicting customer needs and behavior with high accuracy. This personalization extends to tailored product recommendations, dynamic pricing models, and targeted marketing campaigns, thereby increasing customer engagement and satisfaction.

Publisher

IGI Global

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