MODERN APPROACHES TO ASSESSING THE EFFECTIVENESS OF THE BANK'S MARKETING ACTIVITIES IN THE DIGITAL ENVIRONMENT

Abstract

In a modern market economy characterized by high-intensity competition, digitalization of business processes and changing consumer behavior, marketing activities are one of the key factors in ensuring the sustainable development and competitiveness of the organization. The traditional approach, in which marketing was reduced mainly to advertising and sales promotion, has lost its effectiveness. It is being replaced by an understanding of marketing as a systematic management philosophy focused on identifying and meeting the needs of target audiences, creating long-term value and building customer loyalty.

The problem of increasing the effectiveness of marketing activities is becoming particularly relevant for financial sector organizations, in particular for banks. The banking market is characterized by a rich supply, relative similarity of basic products (loans, deposits, cash services) and high sensitivity of customers to the quality of service. Under these conditions, marketing becomes the tool that allows the bank to stand out from competitors, attract and retain customers, increase cross-sales and increase profitability. At the same time, many banks face problems of inefficient use of the marketing budget, the lack of a comprehensive system for evaluating the effectiveness of marketing activities and insufficient digitalization of communications with customers. This article analyzes the use of modern approaches to assessing the effectiveness of the bank's activities in the digital environment and identifies the areas of their management.