Digital Marketing Impact of Pandemic on Fintech Companies

SEO and Influence Marketing used by Fintech companies like Starling bank

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SEO and Influence Marketing used by the fintech companies like Starling bank .7

Social Media Marketing or different digital marketing strategies used by Starling bank.        

Customer satisfaction

Research philosophy.

Research approach and design.

Data collection

Data analysis

Digital Marketing:

In the modern marketing era Digital marketing has a prominent role. The promotion of brands through  the use of the internet and other forms of digital communication to connect with potential  customers is known as digital marketing. Anson discusses the solutions for social media marketing,  email marketing, digital advertising, content creation, search engine optimization (SEO), and  affiliate marketing (Alexander, A. (2019)).

The growth of Global fintech industry has significantly soared especially after 2019 covid outbreak  with an estimated increase of value from 120 dollars to 7.6 billion with an annual growth rate of  25.9 % as estimated until 2022 (Starlingbank.com, 2021). Especially after the covid-19 pandemic  significant disruptions to cash forecasts and projections have increased for the fintech industry  to focus on virtual adoption and impact that negatively focuses on the company's investment  architecture. (Heggede and Shainesh, 2018). After Pandemic Starling bank has focused upon  initiation of intervention mechanisms based on increased annual revenue of 97.8 million euros  through a lift-off strategy of inducing financial target and inclusion of Google cloud results for  enhancing data-driven decision making (Kingsnorth, 2019). Starling bank started focusing on the  implication of Google cloud platform has helped for gaining extensive insight through application of analytical and predictive real time transactional data to fast in the decision-making process.

Social Media Marketing or different digital marketing strategies used by Starling bank

The bank has also made use of open banking complaint APIs since 2019 to make availability of  multivariate ranges of financial products and services through explorative hosting capabilities of  GCP.

One of the major factors that needs to be considered that is based on the digital marketing aspect  is regards to the opportunities that help in advancement of fintech firms and their legacy.  Considering the circumstances, Starling bank has faced more than 9.3 billion euros of loss because  of the outbreak of Covi-19. One of the basic focuses for the bank has been towards creating pivotal  role within the prospect of the financial services based on rapid surge in demand and the advent of  digital financial services. As compared to traditional financial services incorporation of new strategies will further help in creating new  strategies that companies remotest cap abilities within a post covid-19 Global spectrum of  financial services (Kingsnorth, 2019). It is important that the "adverts of digital financial  services" is strongly taken into account through creation of a faster and cost- efficient banking  service through highly sustainable strategies and agile process of innovation (Starlingbank.com,  2021).Integration of technology enables customers of Starling Bank to further focus on  customer-centric and running container rest applications based on open-source search engines by  taking into account a wide range of products and hosting capabilities. In order to sufficiently  focus on such translations resilience and independence is strongly focused through infrastructural  automation with simultaneous analysis of improved customer experiences (Kingsnorth, 2019).

Considering covid-19 and its impact on fintech companies has created immediate constraints in the  industry based on the out drive towards responding to consumer crisis. Especially considering the  focus on capital and funding performances that banks like starling bank have taken into  consideration the relationship between investors and lenders are less optimised through the offline  channels of communication (Butt and Butt, 2021). This requires instrumentation of a high-cost  savings and workforce reduced possibility based on volume based and priority related strategies  For existing firms adopting to strategic position of digital marketing channels that shows unique challenges related to high-cost tightening of underwriting standards for  maintenance of balance sheets and quality of risk mitigation strategies have also so been  constitutive part of the industrial survival. This requires a far more dynamic and agile strategy  that will suggest ways for allowing consumers to cope up with new changes and allowing Starling  Bank to take consideration of its survival after covid-19.

Customer satisfaction

The primary aim of this research is to focus on the adoption of digital marketing by fintech firms  like Starling Bank during Covid 19.

To evaluate the importance of digital marketing in fintech industry during and after Covid-19

• To undermine common digital marketing strategies used by Fintech companies
• To note down digital marketing strategies are used by Starling bank and its survival after pandemic
• To suggest ways in which customers can be able to cope up with the new changes and effects

1. What is the importance of digital marketing in fintech industry during and after Covid- 19?
2. What are the common digital marketing strategies used by Fintech companies?
3. What digital marketing strategies are used by Starling bank and its survival after pandemic?
4. What are the ways in which customers can be able to cope up with the new changes and effects?

The significance of this research is to focus on establishments that covid-19 has created and might  create in future circumstances regarding the adoption of the digital marketing proposition of  Fintech firms in covid 19 (Asensio, 2017). Apart from that, it has also focused on significant  underlining of key factors and challenges regarding wealth Management and information system  management security is to be handled by global fintech firms in relation to the financial service  solutions. Importance of digital marketing especially through such industrial performances have  focused on ways in which digitisation can speed up performance and services of fintech firms and  further help it to satisfy customer-oriented demands and requirements the speed geographical  boundaries and cost limitation.

SEO and Influence Marketing used by the fintech companies like Starling bank The continuation  of restrictions and prolonged lockdown around the world has significantly cost fintech firms in  adopting 72 percent of digital ambience into their performance metrics. Most importantly the  digital revolution with more than 16.B % of consumers across fintech forms alone in Europe have  considered to use financial services through net banking (Butt and Butt, 2021).

The digital transformation of banks and the application of real-time engagement principles with  their customers have significantly enabled advanced artificial intelligence to provide real-time  personalisation concepts based on advanced analytics and appropriate resources obtained to focus on  intended corporate divestment. Through influencer marketing the demonstration of greater visibility  and oscillatory in might be able to help in reaching out to customer-oriented greater number of  millennials through the development of trust and help in satisfactory engagement with the audience.

The most important factor is that influence marketing and SEO helps in delivery and development of  credibility with higher engagement rate and help in supporting appropriate timetable efforts  through due diligence. Nearly 30 7.8 % of fintech forms around the globe has adopted influencer led  approach based on application of mobile only bank (Chaffey and Ellis-Chadwick, 2019). Installing a  bank is one example of a fintech company that uses social media campaigns to increase customer  awareness (Dodson, 2016). Using a mobile-only strategy, the company was able to convert 59 percent  of potential customers into existing customers by the end of 2020. The company has also focused on  product marketing rather than a feeling consumers have on brand marketing approaches (Heggede and  Shainesh, 2018). It has enabled the bank to significantly focus on a customer base of more than 2.3  million accounts across social media with focus on promotion of advertising campaigns based on  brand awareness and subsequent campaigns. This has also offered the proposition of Starling bank to  create Search engine optimisation that would suitably produce keywords that helps in reaching out  to potential customers within time.

Research philosophy

The digital marketing plan of the company is based on crucial situations and contextual analysis of  the company aligned with tactical and action control principles. Depending on this Search engine  optimisation and variables have health in processing appropriate improvement strategies based on  connecting and collaborating across several domains of financial services (Kingsnorth, 2019). Most  importantly it has allowed banks to portray positive reviews and encourage brand identity to be far  more proliferated in terms of quantity and quality. The application of website traffic has also  enabled for creation of social media strategy with improved media efficiency. Helps in measurement  of ways in which different formats can be performed based on optimisation and delivery of  creativity and consumer-based interventions (Lee, 2021). All such approaches have also been aligned  with the intervention implied by Starling bank towards installation of "Facebook's software  developer kit SDK" that help it to ensure accurate tracking and measurement of actions based on integration of optimised consumer services. SDK was instrumental in increasing media efficiency  through the bank's current account and achieving targeted drive for the community. It also aids in  increasing the company's efficiency, which has been estimated to be 44 percent higher than to 2020,  with a further health in 36 percent off on the overhead charges reduce.

Digital marketing in fintech farms can employ a positive relationship with accentuated customer  services. Due to pandemic social interactions and online servicing of the banking industry have  created opportunities for fintech firms to conceptualise consumer experience in a multidimensional  prospect. It helps in stimulating organisational response through extensive communication. Other  than that, the virtual currencies and processes related to system integration as well as portfolio  management also increases customers' ability to focus on positively relating to their needs and  then finding a way to access those requirements and fulfil them into practicality (Lipschultz,  2O1B). The growing impact of the sector helps in delivery of highly customised and  technology-oriented services depending upon exploration of flexible service standards.

Considering  the historical perspective, the factor  of consumer  experience  creates great relevance to the  imposition  and competitiveness of fintech firms. Considering this, the motivation for maximising utility and  obtaining a high level of performance can be one of the most crucial and constantly stimulated  factors for growth of the company (Mishra, 2020). Acceptance of cognitive and sensory social  responses may enable interaction, co-creation based on physical experience anddigitalisation. It  can aid in the incorporation of methods by which organisations can include consumer trust and have  an impact on responses based on loyalty intentions.

The research philosophy that will be considered for this research is positivism. Especially  considering the fact that positivism philosophy helps in underlining effective and crucial  demonstration of observational and phenomenological factors within the prospect of research, it  will enable for consideration of greater value to the subject matter (Mogaji, Soetan and Kieu,  2020). Other than that, the positivism philosophy will allow for inclusion of a far more dynamic  range of observational and theoretical frameworks aligned with the satisfactory measurement of  consumer experiences. Most importantly, it will enable the formulation of hypotheses on the basis  of which the justification for researching objects and questions can be clearly implied.

The research methodology chosen for this study will be systematic literature review. Due to a lack  of data on starling bank in digital marketing, the majority of the literature focused on  qualitative analysis. As a result, quantitative data can now be obtained through previously  conducted online surveys and semi-structured interviews, which will aid in delving deeper into this  research problem. As a result, the necessary data will be gathered through a systematic review of  the literature, providing an empirical foundation for future research.

The data collection process would be qualitative in nature. Secondary data would be collected from  underlying literature review and optimising appropriate theoretical framework for supporting the quantitative data being analysed. Secondary data is the collaboration  of the data includes surveys, specialised search engines, observations that have been gathered by  different authors for another research that can be used. Secondary data is available in public  statistical providers like UK Census Bureau, Eurostat's etc. The collection of secondary data is  time efficient, easily available, Cost efficient and feasible.

The data analysis would be based on graphical representation of quantitative data that is obtained  from the various researchers' data to investigate research questions using large scale of data sets  that are inclusive of under-represented groups, while saving time and resources. It will allow the  researcher to consider the data from different sources (Donnellan and Lucas, 2013).