{"id":18849,"date":"2024-02-05T09:35:13","date_gmt":"2024-02-05T07:35:13","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=18849"},"modified":"2024-02-05T09:35:13","modified_gmt":"2024-02-05T07:35:13","slug":"digital-marketing-as-the-main","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/digital-marketing-as-the-main\/","title":{"rendered":"Pas Ya. Digital Marketing as the Main Tool for Ensuring the Development of the Banking Business in Ukraine"},"content":{"rendered":"

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JEL Classification<\/strong>: G21
\n<\/span><\/td>\n		DOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V42(2023)-13<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Pas<\/strong> Yaryna, <\/strong>PhD in Economics, Associate Professor of the Department of finance, banking and insurance, ZVO \u00abLviv University of Business and Law\u00bb, Lviv, Ukraine<\/p>\n

ORCID ID:<\/strong> 0000-0002-3675-2015<\/a>
\ne-mail: <\/strong>yaruna86@ukr.net<\/a><\/p>\n

<\/h2>\n

Digital Marketing as the Main Tool for Ensuring the Development of the Banking Business in Ukraine<\/strong><\/h2>\n

\u00a0\u00a0<\/strong><\/p>\n

Abstract. Introduction<\/strong>. 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.<\/p>\n

Purpose.<\/strong> 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.<\/p>\n

Results.<\/strong> 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.<\/p>\n

Conclusions.<\/strong> 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.<\/p>\n

Keywords:<\/strong> bank, banking business development, marketing, digital marketing, marketing tools, technology, brand.<\/p>\n

References:<\/strong><\/p>\n

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  1. Digital-marketynh dlia biznesu. https:\/\/wezom.com.ua\/ua\/blog\/digital-marketing-6-preimuschestv-dlja-biznesa.<\/li>\n
  2. Eight marketing trends for 2023. https:\/\/genius.space\/lab\/8-trendiv-marketingu-na-2023-rik\/.<\/li>\n
  3. Girchenko, T. & Kossmann, R. (2016). Implementation and development of digital marketing in modern banking business. International collection of scientific works “European Community”<\/em>, 2 (19).<\/li>\n
  4. Karpishchenko, O. & Loginova, Yu. (2012, April 3-5). Digital marketing as an innovative communication tool. Economic problems of sustainable development<\/em>: materials of reports of the international scientific and practical conference dedicated to the 20th anniversary of the scientific activity of the Faculty of Economics and Management of Sumy State University. V. 5, 177-178.<\/li>\n
  5. Kovalenko, V. (2020). Marketing banking communications in the conditions of the digital economy of Ukraine. Modern economics<\/em>, 1, 115-121.<\/li>\n
  6. Maiovets, E. & Sohetska, V. (2021). Improvement of marketing communications of the bank in conditions of digital transformation. Business Inform<\/em>. 3, 242-247.<\/li>\n
  7. Marchuk, O. (2018). Digital marketing as an innovative management tool. Economy and society<\/em>, 17, 296-299.<\/li>\n
  8. Mishchenko, V.& Mishchenko, S. (2018). Marketing of digital innovations in the market of banking services. Financial space<\/em>, 1 (29), 75-82.<\/li>\n
  9. Obikhod, S., Matveev, M. & Boyko, V. (2023). Digital marketing in conditions of digitization of modern business processes. Economy and society<\/em>, Issue 50. https:\/\/www.economyandsociety.in.ua\/index.php\/journal\/article\/view\/2439<\/li>\n
  10. Oklander, M. & Romanenko, O. (2015). Specific differences between digital marketing and Internet marketing. Economic Bulletin of the National Technical University of Ukraine “Kyiv Polytechnic Institute”<\/em>, 12, 362-371.<\/li>\n
  11. Ruban, V. (2017). Digital marketing: role and features of use. Economic Bulletin of the Zaporizhzhya State Engineering Academy<\/em>. Issue 2-2(08), 20-25.<\/li>\n
  12. Somova, O. (2021, November 16). Digital marketing trends for 2022. How to prepare and what every marketer should know. https:\/\/web-promo.ua\/ua\/blog\/trendy-digital-marketinga-na-2022-god-kak-podgotovitsya-i-chto-dolzhen-znat-kazhdyj-marketolog\/#.<\/li>\n
  13. Hristoforova, O. (2019). Status and prospects of digital marketing development. Almanac of science<\/em>. No. 6\/1 (27). 24-29.<\/li>\n
  14. Yatsyuk, D. V. (2015). Digital marketing: the future of marketing communications in branding. Investments: practice and experience<\/em>, # 7.<\/li>\n
  15. American Marketing Association. (2023). https:\/\/www.ama.org.<\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 20 December 2023<\/p>\n

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    Pas Ya. (2023). Digital Marketing as the Main Tool for Ensuring the Development of the Banking Business in Ukraine. Modern Economics, 42(2023), 91-97. DOI: https:\/\/doi.org\/10.31521\/modecon.V42(2023)-13.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [vc_row][vc_column][vc_column_text] JEL Classification: G21 DOI: https:\/\/doi.org\/10.31521\/modecon.V42(2023)-13 [\/vc_column_text][vc_column_text]Pas Yaryna, PhD in Economics, Associate Professor of the Department of finance, banking and insurance, ZVO \u00abLviv University of Business and Law\u00bb, 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 \u00a0\u00a0 Abstract. Introduction. In
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