Pas Yaryna, PhD in Economics, Associate Professor of the Department of finance, banking and insurance, ZVO «Lviv University of Business and Law», Lviv, Ukraine

ORCID ID: 0000-0002-3675-2015
e-mail: yaruna86@ukr.net

Digital Marketing as the Main Tool for Ensuring the Development of the Banking Business in Ukraine

Abstract. Introduction. In the conditions of globalization transformations, the functioning of the banking business under the influence of increased competition, the question of patterns of activity in the market environment becomes especially relevant. The article provides a comprehensive analysis of the digital marketing market, taking into account digital technologies and innovative tools, as well as recommendations on the implementation of marketing strategies to stimulate the development of banking business. It is worth emphasizing that the given reasons for the use of digital marketing can be useful for companies in improving marketing activities, which will contribute to achieving success in the financial market.

Purpose. The article aims to highlight scientific approaches to defining the concept of “digital marketing” and to generalize the main approaches to its definition, including functional, technological, and complex.

Results. The author provides a comparative description of traditional and digital marketing in order to highlight important aspects of their application in the activities of banks, analysis of the digital marketing market, definition and generalization of tools and technologies. The study’s results indicate that digital marketing has a significant impact on the development of the banking business. It enables more effective customer interaction, increases competitiveness, reduces costs, and improves financial market performance.

Conclusions. The study of digital marketing in the modern business environment reveals that digital tools, including social networks, content marketing, and search advertising, offer significant advantages. Additionally, advanced technologies such as artificial intelligence, machine learning, and information analytics play a crucial role in developing an effective digital marketing strategy. The research conducted provides a clear understanding of the process of developing and implementing a long-term development strategy.

Keywords: bank, banking business development, marketing, digital marketing, marketing tools, technology, brand.

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