In the past few years, if any sector has seen explosive growth and innovation, it is the FinTech sector. And going hand-in-hand are the marketing initiatives of the companies in this segment. To keep up with the burgeoning competition and attain market voice, marketers have experimented with various approaches. Here are some of the megatrends that have and will continue to make an impact in the FinTech sector.

Robust GTM strategy: Being a constantly evolving industry, marketing departments are charting a robust go-to-market strategy that

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can outperform strong competition and align the brand according to the consumer’ s needs. The availability of Big Data and utilisation of predictive analysis are pumping high decibel decisions for customer acquisition and lead conversion. In contrast to the vapid and traditional methods of push marketing, inbound marketing has become the means of engaging consumers and creating traction for the company. Brands are also using Marketing Automation rather creatively.

Still Mobile First: We saw this buzzword arise a few years back and it was more than just a transient trend. With mobile penetration, access to data and Internet-of-Things, we are surrounded by a slew of products and

services in m-commerce, e-wallets and cashless

In contrast to the vapid and traditional methods of push marketing, inbound marketing has become the means of engaging consumers and creating traction for the company payments. This has made it imperative for marketers to target the consumers through the same platform and put handheld devices

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My first Magazine Smart Governance | Page 40

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