ANALYSIS OF DIGITAL MARKETING TOOLS IN THE BANKING SECTOR FOR THE YOUTH CONSUMER SEGMENT

Abstract

The article presents an overview of the strategy for promoting banking services in the youth segment. The main focus is on strategies for online interaction with the target audience, creating attractive conditions and ensuring long-term relationships, as well as the importance of adapting to changes in the digital environment. Specific promotion methods such as SEO, contextual advertising and affiliate programs are considered, taking into account their role in achieving the bank's goals in the youth segment. The article is also devoted to the competitive analysis of digital marketing tools in Russian banks: VTB, Alfa-Bank, Tinkoff, and Sovcombank. In the context of increased competition and the importance of effective marketing strategies for banks, the study identifies the digital marketing tools used and their impact on the promotion of financial products. The results of the analysis provide valuable practical recommendations for the development and improvement of digital marketing strategies in the modern world.