Banking marketing development trends in the context of digitalization

• DOI: 10.21272/1817-9215.2023.4-06
• Publication Date: 2024-03-12T08:49:35Z
• Authors: Larysa Hrytsenko; Iryna Kozhushko
• Keywords: digital technologies; комунікація з клієнтом; банківський маркетинг; цифровізація; banking innovations; банківські інновації; communication with the client; bank marketing; маркетингова стратегія банку; digitalization; цифрові технології; bank marketing strategy

The article is devoted to the study of modern trends in development banking marketing context global digitalization all spheres social life. In order assess relevance analyzed question, data on number requests for “bank marketing”, “digitalization”, “digital technologies” and “banking innovations” most popular Google search engine were studied. addition significant interest public marketing, a high scientific this topic was also revealed among both domestic foreign researchers. influence digitization processes, namely growth level Internet penetration system, which, other things, reflected change bank branches, considered. A brief description categories given, as well result their interaction formation concept digital described. main tools are identified: optimization (SEO), media (SMM), content traffic management, email contextual advertising, gamification, mobile etc. detailed essence methods promoting products services market provided, international experience successful implementation banks various sizes organizational forms investigated. theoretical value conducted research lies expansion views digitalization. practical use tools. We consider it appropriate direct further cost assessment effectiveness