IMPLEMENTATION AND DEVELOPMENT OF DIGITAL MARKETING IN MODERN BANKING BUSINESS

Abstract

In the article, the impact of digital marketing in the modern banking business analyzed. Digital marketing defined as an important tool to ensure effective operation of the bank and its competitive advantages. We analyzed the features of use Internet banking in the world as well as the dynamic of Internet advertising share of marketing budget in Ukrainian banks, quantity of smartphone owners in the world and global market volume of cloud technologies.In the article, we offered ways of Internet banking expansion. Defined main trends of digital marketing tools and their impact on the efficiency of banking business. Analyzed basic problems for effective use of digital marketing to reach the target audience and increase sales of banking products

Keywords

• банк
• цифровий маркетинг
• інтернет-банкінг
• цифрові банківські послуги
• маркетингові комунікації
• реклама
• цифрові канали
• цифрові медіа
• цифровий мерчандайзинг