Digital transformation in bank marketing

This article examines the role of digital transformation in the development of bank marketing systems. It analyzes how modern technologies such as mobile banking applications, artificial intelligence, big data analytics, and customer relationship management systems are reshaping the way banks interact with customers and promote their services. The study highlights the key drivers of digital transformation, including changes in customer behavior, increased competition from fintech companies, and the growing demand for personalized financial services. The article also explores the impact of digital tools on marketing efficiency, customer engagement, and service quality in the banking sector. In addition, it identifies the main challenges faced by banks during digital transformation, such as cybersecurity risks, high implementation costs, and the need for skilled personnel. The findings suggest that digital transformation is no longer an optional strategy but a necessary condition for competitiveness in the modern banking environment.