Evaluation of modern advertising activities of banks of the Russian financial market

Currently, the financial market is highly competitive, with companies offering very similar products and competing for the same customers. However, all Banks of the Russian financial market creatively approach their marketing strategies to attract the attention of consumers. they effectively use social media, non-traditional advertising methods and loyalty programs in their activities, communicate with customers in social networks, telling them about company news, promotions and bonuses. At the same time, digital marketing is coming to the fore. In this regard, the study of Bank marketing, in particular advertising activities using the Internet, is of interest. In the article, based on the systematization of theory and analysis of practical experience, an assessment of modern advertising activities of banks in the Russian financial market is made. Determine the advantages and disadvantages of advertising activities, formulate directions for the development of innovative advertising to attract customers. It is concluded that advertising campaigns of Banks on the Internet are a powerful tool for attracting customers. However, there are problems with conducting advertising campaigns on the Internet to promote their own products. There are no specialists for competent planning and effective implementation of advertising on the Internet; work is often carried out mainly on one project for a whole year; not enough competent selection of actors in their commercials; ads are created that run counter to the values of banks, and previous errors are repeated when restarting failed advertising campaigns on the Internet. Many Banks use only direct advertising and do not pay attention to hidden advertising and native advertising at all.