ARCHIVES
VOL. 11, ISSUE 5 (2025)
Marketing automation and its role in enhancing customer engagement in the Indian financial sector
Authors
Ritesh Tomar, Dr. Nirbhan Singh
Abstract
In the contemporary financial landscape, marketing automation has
emerged as a cornerstone of customer engagement strategies, especially in
rapidly growing economies like India. Financial institutions—including banks,
insurance companies, and fintech firms, face intense competition, evolving
customer expectations, and regulatory pressures, all of which compel them to
innovate in customer relationship management. Marketing automation, leveraging
artificial intelligence (AI), machine learning (ML), and big data analytics,
enables these institutions to deliver personalized, timely, and meaningful
customer experiences at scale. This paper explores the transformative role of
marketing automation in the Indian financial sector, analyzing its
applications, benefits, challenges, and future prospects. Through a
comprehensive review of literature, conceptual modeling, and analysis, the
research offers insights into how financial institutions can utilize automation
tools to deepen customer engagement, foster loyalty, and drive business growth
in a dynamic, digitally driven market.
Download
Pages:88-91
How to cite this article:
Ritesh Tomar, Dr. Nirbhan Singh "Marketing automation and its role in enhancing customer engagement in the Indian financial sector". International Journal of Commerce and Management Research, Vol 11, Issue 5, 2025, Pages 88-91
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.