Identifying and Ranking Digital Marketing Factors in the Banking Industry: with an Emphasis on Financial and Investment Services (using Grounded Theory)

With the increasing growth of digital marketing in the field of financial services of banks, the level of awareness of customers about the quality of banking services has increased. Therefore, customers no longer accept any kind of services, and this causes an increase in the number of competitors in the bank. Therefore, banks should seek to strengthen their competitive position by identifying marketing challenges and opportunities. The purpose is to identify and rank the opportunities and challenges of digital marketing in the banking industry with an emphasis on financial and investment services (by Grounded Theory) in Sepah Bank. The research was conducted in two parts. First, with a qualitative approach, opportunities and challenges were identified from experts in the field of digital marketing in the bank, and second, in order to survey the findings of the qualitative section and also to rank an opportunities and challenges from the experts' point of view, the approach Quantitative and Shannon entropy were used. In the qualitative part, 9 semi-structured interviews were analyzed using the content analysis method, and in the quantitative part, the identified dimensions and sub-indices were weighted and ranked using the Shannon entropy analysis. The results showed that the most important dimension is the promotion dimension, and the most important indicator is the analysis of customer behavior, and the most important challenge is the technical dimension, and the most important indicators are a lack of digital culture, the lack of attractiveness of content, services and needs to expert employees.