Designing a Digital Marketing Model in the Iranian Banking Industry with a Focus on Fintech

The present research, in terms of its objective, is considered to be applied research, utilizing a mixed method approach and the Grounded Theory strategy. The target population of the study consists of experts in the fields of marketing and banking industry. For data analysis, MAX QDA software was used for the qualitative section, while descriptive and inferential statistical methods with SPSS software and Smart PLS software were utilized for the quantitative section. In the qualitative part, a total of 30 initial codes were extracted in the form of 6 themes. The findings of the study indicate that the elucidation of the digital marketing model in the Iranian banking industry, with a focus on financial technology, will lead to enhancing the security, trust, reliability, and sustainability of financial service providers. Furthermore, it will lead to the establishment of digital mindset, a shift in the banking culture from product-centric to customer-centric, and improvement in customer experience in utilizing banking services in the modern era