Specifics of the application of digital marketing by banking institutions

The study is dedicated to exploring the specifics of digital marketing application by banking institutions in the modern banking industry. Digital marketing has become an integral part of the marketing strategy in the financial services sector, allowing banks to attract and retain customers more effectively, improve service quality, and increase revenues. The research will analyze which digital marketing tools are most in demand in the banking sector, how their implementation affects the development of banking institutions, and how banks adapt to changing needs and preferences of their customers in the era of digital transformation. The obtained results will help identify the main trends and challenges that banks face when implementing digital marketing, as well as identify ways to optimize this process to achieve strategic goals and enhance competitiveness.