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Driving Growth in the Financial Services Industry: The Role of Marketing

Immanuel Iheanachor

The financial services industry has undergone significant changes in recent years due to technological advancements, evolving customer demands, and regulatory pressures. In this context, marketing plays a crucial role in driving growth and competitiveness in the industry. This paper provides an overview of the key challenges facing financial services firms today and highlights the strategic importance of marketing in addressing these challenges. We discuss the role of marketing in driving customer engagement, building brand awareness, and creating customer-centric value propositions. We also examine the use of data analytics and digital technologies in marketing and explore the future directions of marketing in the financial services industry.