Digital marketing as a tool for banking business development

The article presents a study on the essence and content of digital marketing in the banking sector. A comprehensive analysis of scientific approaches to defining the essence of the category "digital marketing" is presented and three main approaches to its definition are identified: functional; technological and comprehensive. The main tools of digital marketing in the domestic banking business are systematized. A classification of digital banking marketing is carried out and ten of its groups are identified. The positive experience of implementing digital marketing in the banking sector is summarized and a number of recommendations for its effective use are formulated. It is concluded that the use of digital marketing in the bank's activities involves a consistent process that coordinates goals, defines the buyer's profile and path, forms a marketing plan for the further development of the banking business, monitors consumer feedback, and analyzes and adjusts strategies using the information received. Technological tools of digital marketing and their management play a key role at the current stage of development of domestic banks.