Marketing analysis of activity of banks of the Russian financial market

Business diversification in the financial market is becoming more and more noticeable. Russian banks are beginning to use the opportunity to move their business online, where there is no need to pay office rent, maintain an extensive staff, and at the same time, you can expand your clientele. In this regard, it is of interest to investigate the current swollen version of the development of Banks, identifying the problems that form the trends and features of demand. In the article, on the basis of such marketing tools as PEST analysis and SWOT analysis, the unique features of modern Banks are identified, their innovative features are justified, and factors («bottlenecks») are identified that affect their effectiveness. The analysis showed that the most negative impact on Banks ‘ activities is caused by changes in exchange rates and the advantages of promoting and selling their products and services on the Internet. The most prominent representatives using the promotion of products on the Internet were noted: Sberbank, Tinkoff Bank and Alfa-Bank. The main directions of improvement of Banks ‘ activity using digital marketing are formulated. Mobile solutions must be used to personalize communications; create a mobile community that allows Banks to meet customer needs anywhere and at any time; send special offers to customers (based on their preferences and travel history) via Viber, télegram, whatsarr, IMessage, VIR, weshat or SMS; update content in social networks and on the Bank’s website increases brand awareness.