Methodological approaches to analyzing the potential consumer's digital interaction with bank advertising

To assess the effectiveness of the Bank’s advertising campaign in the digital environment, it is proposed to decompose it into its components in stages and clearly define the intermediate results that will help achieve the main final goal. The article provides guidelines for analyzing the interaction of potential consumers with Bank advertising in the digital environment. the factors that significantly affect the awareness index are given, the primary rules for evaluating Banks ‘advertising activities in the conditions of digitalization are justified, and the directions for improving Banks’ advertising activities using digital marketing are formulated.