Digital Transformation of Retail Financial Services Marketing in the Information Era: Opportunities, Risks and Future

Abstract

In the era of information technology, retail financial service providers face the challenge of adapting to the diverse and personalized needs of consumers. This paper extensively examines the potential and obstacles of applying emerging technologies, including AI, blockchain, cloud computing, big data, and IoT, within this context. These technologies offer potential to financial service providers to deliver a personalized, customized, and appealing marketing experience to customers. However, implementing these technologies entails ethical, legal, regulatory, and technical challenges. To effectively integrate these technologies and ensure customer trust and satisfaction, providers of retail financial services must adopt a comprehensive and strategic approach.