Prospects, Challenges, and Opportunities of Digital Financial Services in Developing Countries

The chapter aims to show the challenges and opportunities of digital financial services (DFS) in emerging markets like India and to show how the adoption of innovative DFS marketing can support the outreach of its large population. The chapter reveals the digital marketing priorities of these forces powered by new digital technologies to drive the rapid transformation of financial sector marketing function into a cash cow position. The implication of this research supports the institutions to formulate the framework to overcome the challenges and create an advantage by grabbing the opportunities. The results reveal the gaps, adjusting the organizational digital strategy for companies across sectors.