International Journal of Financial Technology Perspective

International Journal of Financial Technology Perspective

The Impact of Digital Marketing Communication Knowledge Management on Bank Performance through FINTECH Innovations (Case Study of Sepah Bank of Iran and Its Affiliated Commercial Banks)

Document Type : Original Article

Author
Alireza Ashouri Roudposhti
PhD in Business Management-Marketing Management, Department of Business Management, Islamic Azad University, Science and Research Branch, Tehran, Iran
Abstract
The development of information and communication technology has now had a major impact on Indonesia's industrial world. Changes in the industrial model towards digital have a major impact on it. Marketing activities are carried out by companies so that they can compete in the midst of fierce business competition. The ability to adapt and innovate quickly and accurately using a variety of digital communication media and marketing technology will have a positive impact on the company. Sepah Bank is a brand in the field of banking. This study aims to determine the Integrated Digital Marketing Communication (DIMC) activities in FINTECH digital financial technology in Sepah Bank and its affiliated financial institutions, which include digital advertising, digital personal selling, digital sales promotion, digital public relations and direct marketing. It is digital. This study uses a qualitative approach that focuses on the concept of integrated marketing communications (IMC) activities that are commonly performed to benefit from financial technologies that are or should be recommended.
Advertising, personal selling agents, sales promotion, PR and digital-based direct marketing for financial technology products. Bank Sepah The main conclusion of this research is that the use of integrated digital marketing communications in Bank Sepah Bank's digital financial products can be done well and is cost effective.
The concept of integrated digital marketing communications (DIMC) is a development in the concept of integrated marketing communications (IMC) whose implementation activities are in line with technological advances and features of the current digital industry.
Keywords
Integrated Digital Marketing Communications
Digital Marketing
FinTech
Sepah Bank
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