Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy
The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general syst...
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2021-01-01
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| Series: | Bìznes Inform |
| Subjects: | |
| Online Access: | https://www.business-inform.net/export_pdf/business-inform-2021-1_0-pages-320_327.pdf |
| _version_ | 1818615041958608896 |
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| author | Lozynska Olha I. |
| author_facet | Lozynska Olha I. |
| author_sort | Lozynska Olha I. |
| collection | DOAJ |
| description | The article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services. |
| first_indexed | 2024-12-16T16:27:36Z |
| format | Article |
| id | doaj.art-e489a5f4181c4559aa6f373e4a2f801d |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-12-16T16:27:36Z |
| publishDate | 2021-01-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-e489a5f4181c4559aa6f373e4a2f801d2022-12-21T22:24:42ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2021-01-01151632032710.32983/2222-4459-2021-1-320-327Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the EconomyLozynska Olha I.0Simon Kuznets Kharkiv National University of EconomicsThe article is aimed at exploring the evolution of scientific approaches to defining the essence of bank marketing, closer defining the content of the concept of bank marketing in the context of digitalization of the economy, determining the essence and place of digital marketing in the general system of bank marketing. As a result of the research, it is found out that the modern scientific conception of bank marketing is digital marketing, which provides grounds to supplement the periodization of the development of bank marketing in Ukraine with a modern stage that corresponds to the introduction of the conception of digital marketing. It is substantiated that digital marketing coexists in the general system of bank marketing with traditional and Internet marketing and applies to traditional and innovative banking products and services. In this context, a differentiation of bank marketing by two features is proposed: type of bank product/service (traditional/innovative) and the type of bank marketing (traditional, informational, digital). In accordance with the suggested differentiation, it is proposed to develop a portfolio of bank marketing strategies. It is proved that the digital marketing strategy is systematically integrated into the overall strategic marketing planning of banking institutions. It is proposed to consider the stages of formation of the digital marketing strategy in connection with the portfolio of marketing strategies implemented in the bank’s activities. Prospects for further research are the scientific substantiation of strategic, tactical and operational aspects of digital marketing in order to increase its efficiency and effectiveness in promoting the image of the bank, banking services and products, attracting and retaining consumers of financial services.https://www.business-inform.net/export_pdf/business-inform-2021-1_0-pages-320_327.pdfbank marketingdigital marketingdigitalization of the economymarketing strategy of bank |
| spellingShingle | Lozynska Olha I. Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy Bìznes Inform bank marketing digital marketing digitalization of the economy marketing strategy of bank |
| title | Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy |
| title_full | Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy |
| title_fullStr | Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy |
| title_full_unstemmed | Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy |
| title_short | Closer Defining of the Content of the Concept of Bank Marketing in the Context of Digitalization of the Economy |
| title_sort | closer defining of the content of the concept of bank marketing in the context of digitalization of the economy |
| topic | bank marketing digital marketing digitalization of the economy marketing strategy of bank |
| url | https://www.business-inform.net/export_pdf/business-inform-2021-1_0-pages-320_327.pdf |
| work_keys_str_mv | AT lozynskaolhai closerdefiningofthecontentoftheconceptofbankmarketinginthecontextofdigitalizationoftheeconomy |