IMPACT OF DIGITAL PLATFORMS ON LEAD GENERATION IN FINTECH
AUTHOR – SYED AFTAB, STUDENT AT GIBS B SCHOOL, BANGALORE
BEST CITATION – SYED AFTAB, IMPACT OF DIGITAL PLATFORMS ON LEAD GENERATION IN FINTECH, ILE MULTIDISCIPLINARY JOURNAL, 4 (1) OF 2025, PG. 91-103, APIS – 3920-0007 | ISSN – 2583-7230.
ABSTRACT
Purpose: This study examines how digital platforms transform lead generation strategies in the fintech sector, focusing on the effectiveness of various digital channels and their role in customer acquisition. The research aims to identify key success factors and challenges in digital lead generation for financial technology companies.
Design/methodology/approach: The study employs a mixed-methods approach, combining quantitative analysis of lead generation metrics across multiple digital platforms with qualitative interviews of fintech marketing executives. Data was collected from 50 fintech companies operating across different market segments, analysing their digital marketing performance over 24 months.
Findings: Results indicate that integrated multi-platform approaches yield 40% higher conversion rates compared to single-channel strategies. Social media platforms emerged as the most effective initial touchpoint, while personalized content marketing through professional networks showed the highest quality lead generation. The study also reveals that AI-driven lead scoring and automated nurturing systems significantly improve conversion efficiency by 35%.
Research limitations/implications: The study primarily focuses on B2C fintech companies in developed markets, potentially limiting its applicability to B2B contexts or emerging markets. The rapid evolution of digital platforms and technologies may affect the long-term validity of specific tactical recommendations, though the strategic principles remain relevant.
Originality/value: This research provides the first comprehensive analysis of digital platform dynamics in fintech lead generation, offering practical frameworks for marketing strategists and decision-makers. It contributes to the growing body of knowledge on digital transformation in financial services and provides actionable insights for fintech companies seeking to optimize their customer acquisition strategies.
Keywords – Digital transformation, Financial technology, Lead acquisition, Customer journey analytics, Marketing Automation, Social media marketing, Digital marketing ROI, Customer data platforms, Conversion optimization, Multi-channel attribution