Digital Marketing: A Comprehensive Model from Data Analysis to Value Creation in Iranian Private Banks

Alireza Baravar¹ esmat ghasemzadeh²

1) Sina Bank Educational Group
2) Department of Accounting and Management, Islamic Azad University

IOI Code : AZGA-AAEEDB
Publication : 5th International Conference on Advanced Research in Management And Humanities(huconf.com/5th)
Abstract :
    he present research aims to develop an integrated digital marketing model for private banks in Iran. Given the intensifying competition within the banking industry and ongoing digital transformations, the necessity for a comprehensive and localized model that covers various dimensions of digital marketing is increasingly evident. This study is applied in nature due to its focus on practical outcomes for end-users and employs a mixed-methods approach. Established digital marketing models—namely SOSTAC, STP+7P, and RACE—were reviewed and compared, and their key elements were synthesized within an integrated model. This framework, by combining both strategic and operational elements from the aforementioned models, enables Iranian private banks to address competitive challenges and emerging technologies while enhancing customer experience. Key Performance Indicators (KPIs) relevant to Iran’s private banking sector were identified and categorized into five main groups. Furthermore, an Importance-Urgency-Impact Matrix was developed to prioritize customer segments, and a digital readiness checklist was created for assessing banks’ preparedness in implementing digital marketing initiatives.

Keywords : digital marketing integrated model sostac stp race performance indicators