The role and content of digital marketing in the activities of modern banks

The article discusses the development of a digital banking services system in Russia, in particular, their marketing and direct promotion to the market in the context of the digital transformation of the economy and society. The purpose of the article is to reveal the role and content of digital marketing in the activities of modern banks. The leading trends that determined the development of digital marketing of banking institutions are identified and characterized. It is proven that digital banking has become an integral concept of the activities of modern banking institutions. The leading directions and tools for implementing the tasks of the digital marketing strategy of banks are determined, determining the content of digital marketing in the banking sector. The article substantiates the prospects for the development of digital marketing of banking institutions concerning the corporatization of digital business communications systems and the provision of banking services, the use of digital marketing opportunities to increase the volume of basic and additional banking services on the Internet, the spread of digital marketing to the internal banking management system, its informatization.