Kovalenko Victoria, Doctor of Economics, Professor, Professor, Department of Banking, Odessa National University of Economics, Ukraine

ORCID ID: 0000-0003-2783-186X
e-mail: kovalenko-6868@ukr.net

Marketing Banking Communications in the Conditions of Digitalization of Economy of Ukraine

Abstract. Introduction. Realization of economic shocks and geopolitical risks changed the strategy of development of domestic banks, actualizing the task of developing new products aimed at ensuring the profitability and sustainability of the banking business. Digitalization of Ukraine’s economy poses new challenges for banks to develop and promote new Internet services and digital marketing communications.

Purpose. The main purpose of the study is to deepen the theoretical and methodological foundations and to monitor the risks of project financing in the current conditions of development of the national economy.

Results. The article focuses on identifying problems in the use of marketing tools for banking innovations in the digitalization of Ukraine’s economy. It is considered scientific views on the definition of “digital marketing”. The systematization of scientific views on the definition of “digital marketing” gave the author the opportunity to determine that he solves the following tasks: maintaining the brand image; support for bringing a new brand or product to market; raising awareness; sales promotion. The article analyzes the dynamics of digital advertising in Ukraine to deepen the understanding of the extent to which banks are ready to improve the marketing policy of banking communications. An analysis of the costs of marketing and advertising of leading banks in Internet banking has shown that their increase has allowed banks to get a positive return on assets. It is proved that the decision to improve the website of banks, first, should be based on a study of traffic, which testifies to its popularity among consumers of banking products. For modern banks, a promising area of activity for financial institutions is Internet banking and mobile banking in a smartphone.

Conclusions. The author proposes to form the concept of marketing banking communications based on creating a brand to support the identity and image of banks. The brand is an integral part of the product. With the growth of dialogic business communications, a new, financial approach to the brand is formed. In determining the parameters of business processes, it is increasingly beginning to be seen as a specific corporate asset that requires design, development, and investment.

Keywords: banks; marketing; communications; marketing tools; digital marketing; internet banking; brand.

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