Impact of digitalization on consumer behaviour and marketing activity in financial markets

Abstract

The article reveals the impact of digitalization of the economy on the behaviour of consumers of financial services: increasing the relevance of financial needs, increasing the consumer independence, changing the model of consumer behaviour. The directions for improving the marketing activities of banks were identified: a shift in focus from image advertising to product advertising, and increased attention on quality characteristics of financial products.

Keywords

• financial market
• digital economy
• consumer behaviour
• financial needs
• marketing of financial services
• advertising of financial services
• quality of financial services