Digital marketing technologies in the activities of banking institutions

The article considers the main theoretical and applied aspects of the use of modern marketing digital technologies in the activities of banking institutions. The growing competition in the financial services market requires banking institutions to form a new system of management methods and approaches based on effective marketing activities. The purpose of the article is to generalize the existing theoretical aspects of the implementation of digital marketing technologies in the activities of banking institutions and develop effective actions to manage the process of providing financial services. To achieve the set goal, general scientific methods of cognition of phenomena and processes have been used: induction and deduction methods - to clarify the relationship between the process of implementing digital technologies and the functioning of the marketing system; methods of system analysis and generalization to systematize existing scientific approaches, used theoretical sources and scientific literature; graphical method - to reflect the theoretical and methodological material of the study. The main theoretical approaches to determining the essence of the concept of "digital marketing" have been investigated and generalized. The specifics of functional, technological and complex approaches has been determined and characterized. The modern trend tools of digital marketing in the banking sector are considered. In accordance with the popularity rating for use in the banking sector, the essence of artificial intelligence, cloud technologies and big data as modern digital marketing tools has been analyzed. The priority areas of digital marketing development based on the above-mentioned tools were considered, such as social media marketing, content marketing, native advertising, marketing automation, video marketing, etc. For the effective use of digital marketing as a tool for ensuring the development of the banking business, it has been proposed a set of management actions, which includes the following stages: formation and coordination of goals, selection of the target audience and formation of a consumer portrait, formation of the buyer's path and his behavior, development of a marketing plan, monitoring feedback, metrics and adjustments.