Digital banks

Digital marketing strategies used to influence the customer choice and loyalty process

Abstract

Digital banks have been gaining space in the market and, for this, it became necessary to constantly improve and implement strategies that help in this activity. Digital marketing strategies become allied to digital banks as they manage to influence customer choice and retain them. The main objective of this work was to identify which digital marketing strategies are used by digital banks to influence the choice process by consumers of banking services and identify if they retain them. The methodology used was of the descriptive type, the quantitative approach, through the field research method and the research universe was composed by respondents who have a digital bank account. The data collection instrument used was the application of questionnaires. The survey was applied to 694 people, who were reached through various social media. As a result, we identified that the digital marketing strategies most perceived by account holders of digital banks were Production, Research and Accuracy. Digital marketing strategies influence these consumers and they are loyal to the 8 "Ps" of digital marketing.