ADOPTION OF STRATEGIC APPROACHES AND INDUSTRY 4.0 TOOLS IN THE MARKETING OF FINANCIAL PRODUCTS AND SERVICES

S. Muthukarpagam; C. Yogalakshmi

doi:10.29121/ijetmr.v12.i(4SE).2025.1587

ADOPTION OF STRATEGIC APPROACHES AND INDUSTRY 4.0 TOOLS IN THE MARKETING OF FINANCIAL PRODUCTS AND SERVICES

Authors

S. Muthukarpagam Ph.D Part-Time Research Scholar, Department of Banking Management, Alagappa University, Karaikudi, Tamilnadu, India 630 002.
Dr. C. Yogalakshmi Senior Professor & Dean, Department of Banking Management, Faculty of Management, Alagappa University, Karaikudi, Tamilnadu. India 630 002

DOI:

https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1587

Keywords:

Neo Marketing, Digital Marketing, Industry 4.0, Artificial Intelligence, Big Data, Fintech, Neobanks

Abstract

Customer expectations are evolving rapidly, and their requirements are becoming increasingly diverse. Simultaneously, significant technological innovations are enabling better understanding of these needs and the delivery of tailored products and services. Strategic marketing approaches, such as neo marketing and digital marketing, combined with advanced Industry 4.0 technologies like artificial intelligence, big data analytics, robotics, and chatbots, play a crucial role in promoting financial products and services. Neo banks, the digital only banks and fintech, which are transforming the banking paradigm, represent the future of the financial industry. Their success heavily relies on neo marketing, digital marketing, and Industry 4.0 tools to attract customers and establish strong brands.

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References

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Published

2025-04-30

How to Cite

S. Muthukarpagam, & C. Yogalakshmi. (2025). ADOPTION OF STRATEGIC APPROACHES AND INDUSTRY 4.0 TOOLS IN THE MARKETING OF FINANCIAL PRODUCTS AND SERVICES. International Journal of Engineering Technologies and Management Research, 12((4SE), 90–95. https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1587

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Vol. 12 No. (4SE) (2025): The International Conference on Invogue Branding (INIB 2025)

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