Transformación del mercadeo bancario a través de la innovación tecnológica

Abstract

Digitization has transformed the way banks interact with people in Latin America. Progress has been uneven: while Brazil achieved more than 37 billion transactions with Pix in 2023 and reached a digital penetration rate of 71.2% among internet users, Peru only reached 10.5% in 2023. Progress has not been uniform: while Brazil achieved more than 37 billion transactions with Pix in 2023 and reached a digital penetration rate of 71.2% among internet users (Boscato, 2025; ACI Worldwide, 2024), Mexico continues to lag behind, with only 8.5% of savings products being contracted digitally (BBVA Research, 2025). In Chile, electronic transfers per person grew ninefold in a decade (Silva & Yáñez, 2024), showing how certain countries have fully embraced instant payments. These differences cannot be explained solely by infrastructure, but also by psychological, social, and cultural factors that influence adoption. To understand this phenomenon, the essay integrates the TAM and UTAUT models, as well as key figures on cybersecurity, fintech growth, investment in technology, and organizational barriers. The analysis highlights that the digital experience, user trust, and the ability of institutions to adapt are the axes that are reshaping banking marketing in the region. Keywords: digital banking, instant payments, TAM, UTAUT, fintech, banking marketing, Latin America, technology adoption.