Proposing a Mixed Model of a Digital Marketing in the Financial Services Sector with an Emphasis on Artificial Intelligence Tools

This research aims to propose a mixed model of digital marketing in the financial services sector, emphasis on artificial intelligence tools. The study was conducted using a mixed-methods research approach. Initially, a digital marketing model was designed using a qualitative grounded theory approach. Subsequently, the model was tested quantitatively. Data were collected through semi-structured interviews with ۱۵ experts and specialists until theoretical saturation was achieved, and by distributing ۴۳۷ questionnaires based on the designed model. The analysis method for the interview data was open, axial, and selective coding and the use of the Strauss and Corbin model in the Nvivo ۱۰ software. In the quantitative section, structural equation modeling (SEM) was utilized using AMOS version ۲۴. The findings of the qualitative section led to the presentation of a digital marketing model in the financial services sector, emphasizing artificial intelligence tools. After verifying its validity and reliability, the hypotheses for the quantitative section were formulated. Hypothesis testing indicated model validation. The conclusion is that digital marketing in the financial services industry requires the accompaniment of artificial intelligence. Using AI in digital marketing can only be successful when businesses decide to leverage the benefits of real-time customer segmentation, personalizing marketing messages, and optimizing media purchasing. Artificial intelligence aids in improving business rules by eliminating manual tasks and frees marketers from tedious duties to focus on more strategic and creative activities. Without AI, gathering and processing vast amounts of data from various sources for marketers in the financial services industry is challenging. Given that many businesses in this sector are ill-prepared to utilize artificial intelligence if they lack this readiness, they face challenges in competing with other businesses and cannot make accurate and profitable forecasts about their clients.

کلیدواژه ها:

Artificial Intelligence ، Digital Marketing ، Financial Service