Development of bank marketing in conditions digital transformation

The specificity of banking services and products leaves no doubt about the effectiveness of using marketing as a tool to adapt to market conditions. The constantly growing competition among commercial banking institutions not only forces banks to use more advertising, but also completely change the concept of marketing. In the article, a study of modern methods of sales stimulation associated with the development of digital technologies, contributing to increasing loyalty of regular customers and attracting new ones. The interrelation between advances in the field of information technologies and the development of a marketing concept by a commercial bank has been revealed. It is the development of information technologies that makes its own adjustments to the choice of one or another marketing strategy, on which the overall marketing concept is based. By changing their IT strategy, banks can create and bring to the market new, personalized services, increase customer loyalty and expand the base of new ones.