Digital marketing technologies as a tool for effective management of the financial services provision

The article considers the main theoretical aspects of the introduction of digital technologies into the process of managing banking institutions in order to effectively provide financial services and ensure the competitiveness of the bank. The importance of digitalization as a tool for transforming the business processes of a financial institution has been substantiated. The essence of the concept of "digital transformation of financial institutions" has been clarified. The main patterns inherent in the use of digital marketing technologies in the process of providing financial services have been determined and the requirements for the information processing process when using digital technologies have been substantiated. The modern digital environment of the functioning of banking structures, the transformation of economic conditions that contribute to the development of competition in the banking sector, form the basis for banking institutions to search for new sources for intensification of development through the use of new banking products and new sales channels. Marketing and the provision of digital banking services are an effective tool in this. A system of requirements for the formation of a comprehensive strategy for the development of banking digital marketing has been proposed. The main directions of strategic management of the process of providing banking services in the context of modern challenges have been substantiated, such as: active use of modern tools and capabilities of digital marketing (mobile applications, QR codes, digital online credits and loans, etc.), transformation of the bank's business process system based on the use of search engines, social networks, direct marketing, development of measures to increase the bank's competitiveness through the effective use of digital marketing in social networks, introduction of SMM technologies into the bank's marketing activities, growth of the company's value through unique marketing offers on the Internet. The priority of using artificial intelligence technologies in managing the process of providing financial services has been determined. The system of external and internal risks of implementing digital marketing technologies in the process of providing financial services has been considered.