Effectiveness of Digital Marketing Technologies in Commercial Banks

The paper aims to examine contemporary bank marketing methods in the context of digital transformation and identify directions for further development. The research employed a variety of models, including linear, linear logarithm, logarithmic linear, and logarithm models. The data utilized in this investigation originates from the Global Economy Database, which serves as the primary source of information for this scholarly endeavor. The author used Stata to develop and analyze models using tables, formulas, and graphs. For model analysis, the author used the least squares method (OLS) and ANOVA table. The paper introduces a linear model for applying digital marketing in commercial banks. As per Gauss–Markov’s primary prerequisite, it is imperative for the total count of observations to exceed the number of variables by no less than a factor of six. In this case, we have 97 observations and three variables, thus satisfying this condition. Originality/value: The study employs econometric equations to determine the innovation index of 97 foreign countries in 2020–2021 and the efficiency indicators for commercial banks in the same period, including the ratio of bank expenses to income and the efficiency of digital technologies in banks. Analytical development was carried out based on cross-sectional data. This paper provides valuable insights into the use of digital marketing in commercial banking and identifies opportunities for further development.