IJARSAI INTERNATIONAL JOURNAL OF ADVANCED RESEARCH SCIENTIFIC ANALYSIS & INFERENCES
UPID No:1325P16CE
Article Title:
Digital Marketing Metamorphosis: A Dual-Sector Study of Kerala’s Banking Institutions in the Digital Age
Author(s):
Akhil Sebastian Research Scholar, Post Graduate and Research Department of Commerce, Bishop Abraham Memorial College, Thuruthicad, Pathanamthitta, Kerala, Affiliated to the Mahatma Gandhi University, Kerala, India Email: akhilcommerceaquinas082018@gmail.com
Dr. Aneeshkumar G.S. Assistant Professor, Post Graduate and Research Department of Commerce, Bishop Abraham Memorial College, Thuruthicad, Pathanamthitta, Kerala, Affiliated to the Mahatma Gandhi University, Kerala, India Email: gsaneeshkumar@gmail.com
Discipline: Commerce
Article Dates: Received: 05 October 2025 | Revised Submission: 28 October 2025 | Accepted: 03 November 2025 | Available Online: 18 November 2025
DOI:
https://doi.org/10.5281/zenodo.17670338
https://doi.org/10.17605/OSF.IO/GXYDQ
https://doi.org/10.23728/b2share.ngyx3-32483
Research Discovery Platforms:
https://IJARSAI.short.gy/132516-ACADEMIA
https://IJARSAI.short.gy/132516-ScienceOpen
https://europub.co.uk/articles/-A-779534
Abstract:
In a day and age when digital transformation is revolutionizing service delivery across sectors, the banking industry too has seen tremendous metamorphosis, especially when it comes to marketing. In an objective to analyze the workings of digital marketing in Kerala’s banking space, this study had conducted a comparative analysis among public and private sector banks. Based on customer surveys and employee response data, the research compares digital literacy levels, usage patterns, the indices of customer satisfaction, and technological adoption, including the use of artificial intelligence and campaign tactics. Employing descriptive statistics, correlation matrices, and regression models, the research indicated that the private banks have shown higher digital maturity with higher frequency usage of campaigns and partial usage of AI-based marketing. On the other hand, the public sector banks reflect well-defined campaign routines but delayed technological adoption. Despite these, age and digital literacy level indicated little correlation with customer satisfaction, which goes on to say that the success of the strategy depends more on the quality of the engagement rather than demographic qualities. Employee data highlighted variations in campaign frequencies, departmental orientation, and perception of the marketing efforts. Regression analysis indicated weak correlations between age and satisfaction across the two sectors, reinforcing the necessity for fine tuning customer segmentation and customization. The findings confirm that the two sectors have a need to re-tune their digital strategy—private banks through inclusive reach and the public banks through enabling digital capacities. This paper concludes with actionable recommendations for the customization of digital marketing practices with a view to enforcing competitive advantage, customer experience, and operational efficiency in the banking space in Kerala.
Keywords:
Digital Marketing, Public Sector Banks, Private Sector Banks, Customer Satisfaction, Kerala Banking, Regression Analysis, Digital Literacy, Marketing Campaigns, Comparative Study, AI in Banking
Citation:
Akhil Sebastian, & Aneeshkumar G.S. (2025). Digital Marketing Metamorphosis: A Dual-Sector Study of Kerala's Banking Institutions in the Digital Age. IJARSAI International Journal of Advanced Research Scientific Analysis & Inferences, 01(03), 173–196. https://doi.org/10.5281/zenodo.17670338
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