BANKING MARKETING AS A TOOL FOR INCREASING THE COMPETITIVENESS OF FINANCIAL INSTITUTIONS

Abstract

The article examines the development of banking marketing in the context of integrating innovative digital tools and relationship marketing strategies. The purpose of the study is to investigate the role and impact of marketing in ensuring the competitiveness of banking institutions under modern conditions. It is proven that the implementation of advanced marketing approaches in banking activities is transforming from a spontaneous process into a strategic necessity driven by intensifying interbank competition, rapid digitalization, and changing customer expectations under crisis conditions. Particular attention is paid to the technological foundation of marketing activities, including CRM systems, hyper-personalization tools, customer churn prediction, and omnichannel strategies as instruments for ensuring the transparency and resilience of banks. It is substantiated that the digital modernization of marketing provides financial institutions with a number of advantages, including improved reputation risk management, optimization of marketing budgets through performance marketing, expansion of product portfolios, and increased customer trust. It has been established that the specifics of martial law in Ukraine have led to a transformation of the communication paradigm, in which an empathetic approach and social responsibility have become key factors in maintaining customer loyalty and ensuring the emotional security of clients. The author’s analysis made it possible to identify the dominant areas of marketing activity among domestic banks, including the transition to the “Mobile First” model, adaptive liability management, and the strengthening of cybersecurity. It is proven that the systematic consideration of these factors is a critical condition for meeting the needs of financial services consumers and ensuring the long-term viability of banks in the modern global environment. The digital transformation of banking marketing is defined not as a temporary trend, but as a strategic direction for its further development. Prospects for further research should focus on developing mechanisms for integrating artificial intelligence into marketing strategies, implementing ESG principles in communication policy, and assessing the impact of hyper-personalization on the financial performance of banking institutions.