Directions for Developing Digital Banking Using Marketing Tools

The relevance of the research is confirmed by the global role of digitization, which has currently encompassed all sectors of the economy and is primarily associated with the development of information technologies. Introducing new digital technologies has not bypassed the banking sector, where there is always a high concentration of competition for major banking products. The authors overview the measures of modernization taken by banks in the Russian Federation involved in the processes of the overall digitization of the banking market. Special attention is focused on digital banking, which provides full access to basic banking products, the development and implementation of functional websites, the use of technologies in the activities of credit institutions, etc. The authors provide information on the increased attention from clients who have more “successful” digital innovations, leading to convenient use of the bank’s information ecosystem. The most demanded information technologies for banks are highlighted and characterized. The main advantages and disadvantages of banks transitioning into the information space are analyzed. The study of the effectiveness of digital banking allowed the authors to identify promising directions for developing digital banking with the application of marketing in the information space. It is important to note that the most successful transformations in the digital space turn ideas into detailed business plans with measurable and time-bound indicators to track results. Ultimately, these business plans should lead to profit creation, cost savings, growth opportunities, and other improvements.