Asian Journal of Economics, Business and Accounting

The adoption of modern technologies has taken centre stage in the banking industry. It enables banks to strengthen customer interaction, enhance brand visibility, and deliver superior services in a highly competitive environment. The current research paper entitled “Digital Marketing Strategies and Future Prospects of Digital Marketing Services for Public Sector Banks: An Empirical Research Study” was conducted to examine the effectiveness of digital marketing strategies adopted by public sector banks and to assess the future prospects of digital marketing services. To conduct the study, a quantitative research approach was used, and primary data were collected from employees of the State Bank of India and Union Bank of India in Khammam District. A total of 145 respondents were selected through convenience sampling, while discriminant analysis and Exploratory Factor Analysis were used to analyse the data. The findings reveal that partnership-based promotional activities, financial information communication, mobile outreach programmes, and digital presence are key determinants of digital marketing effectiveness. The study finds that the future of digital services in public sector banks is expected to be shaped by informative digital communication, intelligent virtual assistance technologies, web-based promotional visibility, smartphone-based services, online community engagement platforms, and personalised electronic messaging. The study further finds that technology-based, customer-centric strategies are vital for improving customer relationships, expanding market reach, and ensuring long-term success in the evolving banking environment.