Features of Modern Banking Marketing

Kharabara, Violetta; Greshko, Roman; Tretyakova, Oksana V.

doi:10.32702/2306-6814.2021.4.43

Cited by 4 publications

(2 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Харабара В.М., Грешко Р.І., Третякова О.В. (Kharabara, Hreshko, Tretiakova, 2021) Сучасний банківський маркетинг являє собою ретельний аналіз ринку, оцінку мінливих смаків, уподобань і схильностей споживачів банківських послуг Страховий маркетинг Федорович І., Куліна Г. (Fedorovych, Kulina, 2021) Страховий маркетинг можна трактувати як засіб конкурентної боротьби з урахуванням усіх потреб як страховиків, так і страхувальників.…”

Section: авторunclassified

Use of Big Data technology in banking and insurance marketing

Suprun,

Petrishyna,

Suprun

et al. 2023

ete

View full text Add to dashboard Cite

The article is devoted to the study of the impact of Big Data technology on marketing strategies in the banking and insurance sectors. It examines the role of collecting, analyzing and interpreting large volumes of data in shaping effective marketing strategies, personalizing services and increasing customer satisfaction. The article estimates the challenges and opportunities arising from the implementation of Big Data in banking and insurance. A theoretical study of banking and insurance marketing content has been conducted, aiming to identify their specifics and improvement opportunities through the integration of traditional marketing methods and Big Data technology. Additionally, we have identified and characterized cumulative effect: the combination of data processing capabilities and the use of both structured and unstructured data lead to a fresh perspective on potential clients and can foster the development of innovative banking and insurance services. The potential use of Big Data technology in shaping marketing programs for banks and insurers has been assessed. The potential applications of the technology are considered through several examples. Special emphasis is placed on the creation of a cumulative effect resulting from the integration of Big Data technology into the marketing activities of banks and insurers, which occurs when the capabilities of the technology are combined with traditional marketing methods. The article also focuses on the factors that restrict the use of the mentioned technology: the complexity of processes, a shortage of professionals in the field of Data Science, technical challenges in developing high-quality algorithms, and concerns regarding the use of confidential information and personal data. An assessment of the problem of the influence of all digital technologies on the labor market was conducted using the example of the insurance business. The problem has a transformational and, to some extent, temporary nature. The possibility of utilizing Big Data technology for calculating damages caused by military actions and forming a financial foundation for post-war reconstruction is presented.

show abstract

Section: авторunclassified

Use of Big Data technology in banking and insurance marketing

Suprun,

Petrishyna,

Suprun

et al. 2023

ete

View full text Add to dashboard Cite

show abstract

“…Figure 4 -Changing the concept of banking marketing in the context of digitalization Source: developed by the author based on[10,18,19,20] …”

mentioning

confidence: 99%

Banking marketing development trends in the context of digitalization

Hrytsenko,

Kozhushko

2023

VSDU

View full text Add to dashboard Cite

The article is devoted to the study of modern trends in the development of banking marketing in the context of global digitalization of all spheres of social life. In order to assess the relevance of the analyzed question, the data on the number of requests for “bank marketing”, “digitalization”, “digital technologies” and “banking innovations” in the most popular Google search engine were studied. In addition to the significant interest of the public in the digitalization of banking marketing, a high scientific interest in this topic was also revealed among both domestic and foreign researchers. The influence of digitization processes, namely the growth of the level of Internet penetration on the banking system, which, among other things, was reflected in the change in the number of bank branches, was considered. A brief description of the digitalization and banking marketing categories is given, as well as the result of their interaction and the formation of the concept of digital banking marketing is described. The main digital tools of banking marketing are identified: search engine optimization (SEO), social media marketing (SMM), content marketing, traffic management, email marketing, contextual advertising, gamification, mobile marketing, etc. A detailed description of the essence of the most popular digital methods of promoting products in the banking services market is provided, as well as the international experience of their successful implementation in banks of various sizes and organizational forms is investigated. The theoretical value of the conducted research lies in the expansion of scientific views on modern trends in the development of banking marketing in the context of digitalization. The practical value lies in the study of international experience in the use of digital banking marketing tools. We consider it appropriate to direct further research to the cost assessment of the effectiveness of the use of digital banking marketing tools

show abstract

Банківський Маркетинг В Контексті Сучасних Викликів

Тимошенко

2023

journal

View full text Add to dashboard Cite

Банківський маркетинг важливий для забезпечення успіху банків та стійкості фінансової системи, сприяючи залученню клієнтів, підвищенню конкурентоспроможності та розвитку нових продуктів. Сучасний банківський маркетинг орієнтований на цифрову трансформацію та інновації. Це передбачає активне використання онлайн-каналів та мобільних додатків для залучення та обслуговування клієнтів. Цифрові технології дозволяють забезпечувати персоналізований підхід, аналізувати поведінку користувачів та пропонувати їм належні продукти. Цифровізація банківського маркетингу – ключовий аспект сучасної фінансової індустрії. Вона дозволяє банкам взаємодіяти з клієнтами на онлайн-платформах, забезпечуючи зручний доступ до послуг та персоналізований підхід.

show abstract

Features of Modern Banking Marketing

Cited by 4 publications

References 0 publications

Use of Big Data technology in banking and insurance marketing

Use of Big Data technology in banking and insurance marketing

Banking marketing development trends in the context of digitalization

Банківський Маркетинг В Контексті Сучасних Викликів

Contact Info

Product

Resources

About