BANKING MARKETING IN THE CONTEXT OF MODERN CHALLENGES

Abstract

Bank marketing plays an important role in the modern financial system. Its importance is justified by a number of aspects. First of all, banks are key participants in economic life that provide financial services, and their success greatly affects the stability of the economy. Marketing helps banks attract customers, establish long-term relationships with them and provide products that meet their needs. The second important aspect is the competitiveness of banks in the market. Marketing strategies allow banks to stand out among other participants and build a strong brand. It also facilitates the development of new products and services that can meet the growing needs of customers. Bank marketing includes market analysis, consumer research, advertising, PR campaigns and other tools that promote awareness of the bank and its services. It also helps banks adapt to changes in economic and technological conditions. Therefore, bank marketing is important for ensuring the success of banks and the stability of the financial system, helping to attract customers, increase competitiveness and develop new products. Modern banking marketing is focused on digital transformation and innovation. This involves the active use of online channels and mobile applications to attract and serve customers. Digital technologies make it possible to provide a personalized approach, analyze user behavior and offer them the right products. The growing attention to cyber security should also be noted. Now it is important not only to attract customers, but also to protect their financial data. Marketers must develop strategies aimed at ensuring the reliability of digital services. Digitization of banking marketing is a key aspect of the modern financial industry. It allows banks to interact with customers on online platforms, providing convenient access to services and a personalized approach. This helps increase customer satisfaction, attract new users and increase loyalty. In addition, digital marketing allows effective analysis of customer data and improvement of promotion strategies. As a result, digital transformation contributes to increasing the bank's competitiveness, reducing costs and improving the quality of service.