METHODOLOGY FOR ASSESSING THE DIGITAL TRANSFORMATION OF MARKETING ACTIVITIES IN THE BANKING SECTOR OF UKRAINE

Abstract

The paper explores the features of the digital transformation of the marketing activities of commercial banks in the context of the development of the digital economy. Modern approaches to using digital communication channels to attract and retain customers have been analyzed, and key digital marketing tools have been identified to enhance the efficiency of banking activities and the competitiveness of financial institutions. Particular attention is paid to the impact of digitalization on the transformation of marketing strategies in Ukraine’s banking sector and the introduction of innovative technologies in financial services. The study assesses the current state of marketing activities of banking institutions in Ukraine, identifies the main trends in the development of digital marketing, in particular, the use of CRM systems, Big Data, omnichannel marketing, artificial intelligence technologies, and chatbots. A roadmap for the digital transformation of the bank’s marketing activities is proposed, outlining the phased implementation of modern digital solutions to optimize the customer experience, increase the efficiency of marketing communications, and reduce the time required to process marketing data. The effectiveness of the proposed strategy for digital transformation of the bank’s marketing activities is substantiated, and practical recommendations for adapting personnel to digital changes are developed. The main problems in implementing digital technologies are identified, including organizational inertia, insufficient employee digital competencies, financial costs, and integration difficulties. A set of measures is proposed to increase personnel’s digital readiness through training, motivation, and support for change. Using the example of JSB «Ukrgasbank», an assessment of the costs of digital transformation of marketing activities was carried out, and indicators of the effectiveness of investments in the digitalization of marketing processes were calculated. The results obtained confirm the feasibility of implementing digital strategies to ensure sustainable development and increase the competitive positions of banking institutions in the financial services market.