دور التسويق الرقمي في نمو الخدمات المصرفية والمالية

Abstract

This study addresses a modern and highly important topic: the role of digital marketing in the growth of banking and financial services. The study, conducted with a sample of bank customers, aimed to understand the current state of digital marketing within the Algerian banking sector and its role in the growth of financial and banking services. The descriptive analytical method was employed, considered one of the most prominent approaches in scientific research. Data collection relied on a questionnaire. The study concluded that a statistically significant positive relationship exists between digital marketing and the growth of banking and financial services. Specifically, advertising through social media platforms, the quality of banking applications, and digital security were identified as key factors influencing the improvement of digital banking services and increased customer satisfaction.