PROBLEMS OF FORMING MARKETING COMMUNICATIONS OF ENTERPRISES IN THE BANKING SECTOR IN UKRAINE

The article examines the challenges of forming marketing communications in Ukraine’s banking sector amid economic instability caused by the ongoing war. It explores the specifics of the banking business, which encompasses a broad range of financial services, and underscores its pivotal role in the national economy. Particular focus is placed on the impact of hostilities on banking infrastructure, resulting in damaged branches, ATMs, and payment systems, customer outflows, and heightened credit risks. Despite these challenges, the banking sector has shown resilience through reforms and anti-crisis measures. The study analyzes the marketing strategies of leading banks such as PrivatBank, Oschadbank, and Ukrgasbank, emphasizing their adoption of digital channels, personalization, and innovations like RCS communications and “green” banking. PrivatBank leads with a robust digital presence, achieving 195 million website visits in 2022–2023 and implementing RCS communications in 2025, while Oschadbank leverages Viber Business Calls and generative AI to enhance customer experience, earning recognition at FinAwards 2025. Ukrgasbank focuses on niche “green” banking, utilizing digital platforms like YouTube and Telegram for educational content. The article highlights current trends in banking marketing, driven by technological advancements, shifting customer expectations, and increased competition. Banks are increasingly using big data and analytics for highly personalized campaigns, improving customer engagement and loyalty. Generative AI plays a transformative role in automating processes, content creation, and customer interaction, making campaigns more dynamic and effective. Digital channels, particularly mobile banking, have become primary platforms for customer interaction, reflecting a shift toward digital solutions. Customer-centricity remains central, with banks investing in seamless experiences, user-friendly interfaces, and loyalty programs like cashback and bonuses. Collaboration with FinTech companies enables banks to offer innovative products, while growing emphasis on sustainability and corporate social responsibility aligns with customers’ increasing awareness of environmental and social issues. The article forecasts that advancements in AI and analytics will drive even more precise personalized marketing, with digital channels, especially mobile banking, remaining dominant. Generative AI will expand its role in content creation, chatbots, and analytics, enhancing efficiency and engagement. Seamless customer experiences will be critical for competitiveness, prompting banks to refine interfaces, streamline processes, and innovate. Data privacy and cybersecurity will gain prominence due to stricter regulations, with banks leveraging these aspects in marketing to emphasize reliability. Sustainability and social responsibility will become integral to branding, as customers increasingly value ethical and eco-conscious initiatives. The success of banking marketing will depend on adapting to rapidly evolving technological and societal trends while ensuring security, convenience, and value for customers in a competitive digital landscape.