IMPLEMENTATION OF THE MARKETING POLICY OF COMMERCIAL BANKS USING MODERN SOCIAL NETWORK TECHNOLOGIES
Abstract
The work is devoted to the study of the marketing policy implementation of commercial banks with the help of social networks and modern technologies. Given today's changing situation, first around COVID-19, then with the introduction of martial law in the country, the need to permanently monitor the impact of a particular marketing move, determining the best opportunities for success and evaluating any changes in the best time to publish on social networks. The purpose of this study was to identify and analyze the use of social networks in the marketing policy implementation of commercial banks. Given that the vast majority of social media platforms have built-in data analysis tools, it was possible to track progress, success, and new customer acquisition over the period under study. It found that social media marketers can gain insights into audience sentiment and behavior by leveraging the wealth of information available through social data. The conducted empirical study provides data on the impact of the marketing policy of commercial banks before the beginning and during the pandemic period, and also during the introduction of martial law in Ukraine. It has been established that marketing in social networks makes it possible to attract customers: in 2020-2022, the volume of the commercial banks' customer network increased by 2.5 times. It was found that the most frequently used platforms are Facebook (67%) and blogs (18%). Commercial banks use Twitter (9%) and LinkedIn (6%). It was found that commercial banks in their majority fully use the best that social networks can offer. According to the results of scientific research, it was established that in the "new reality", the possibilities of social networks have become one of the most important tools of marketing policy. Contributing to the expansion of the customer network of commercial banks on a global scale with lower costs, the use of social networks by commercial banks is a cost-effective method of implementing marketing policies. Its implementation in social networks is now positioned as a competitive industry that stimulates commercial banks to create business advantages.
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