Smart Digital Marketing of Financial Services to Millennial Generation using emerging technological tools and buyer persona

Digital Marketing is term used to describe marketing products or services using digital technologies. It is mainly based on the internet, and it can refer to advertising through digital channels such as search engines, websites, social media, email, and mobile apps. Millennial generation consists of individuals born between 1982 and 2002, they are the demographic social influencers. Financial Institutions such as banks are searching for new ways to market products and services to attract millennials. It is important for banks to use digital marketing for millennial generations since they are avid fans of the visual platform. Buyer Persona is a semi-fictional representation to represent what prospective customers are thinking and doing, as it gives real data about existing customers. In order to focus on each category of customers, its necessarily to create buyer persona. It is one of the unique methods banks could use for marketing. This research has examined digital marketing tools and consumer behaviour of millennial generation and have proposed the techniques of creating specific buyer persona through a framework. This framework could be used by banks in order to create specific marketing strategies for marketing financial services to individuals of the millennial generations.