TRANSFORMATION OF INNOVATIVE BANKING MARKETING IN THE CONTEXT OF DIGITALIZATION OF THE BANKING SERVICES MARKET

This article examines the key aspects of the transformation of innovative banking marketing under the influence of the digitalization of the banking services market. The study analyzes the evolutionary changes in the marketing mix and provides a comparative characterization of traditional and innovative marketing approaches in the banking sector. Particular attention is given to identifying future directions for research regarding the necessity for banks to develop a consistent strategy for marketing banking innovations.