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Digital Payment Systems and Their Transformative Role in Modern Marketing Strategies
Abstract
The rapid development of electronic payment systems has reshaped financial transactions and redrawn the boundaries of modern marketing strategies. This chapter explains how digital payment platforms such as mobile wallets, UPI interfaces, QR codes, and contactless payment solutions are revolutionising consumer behaviour, brand experiences, and the overall customer journey. By making transactions smooth, fast, and secure, these systems result in enhanced customer satisfaction and loyalty and enable real-time personalisation and data-driven marketing strategies. The chapter critically analyses the intersection of digital payments and marketing strategies, elaborating upon how companies leverage transactional data to strengthen targeting, segmentation, and optimisation of promotion campaigns. It further explains how payment solutions are incorporated into omnichannel retail spaces and the strategic consequences for customer engagement, trust, and brand differentiation.
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