INNOVATIVE TECHNOLOGIES IN THE MARKETING POLICY OF BANKS

In the face of dynamic changes and uncertainties such as pandemics, crises, and war, the banking business is focusing on maximizing its transition to online services. This requires a constant search for innovative banking service channels that reduce irrational operating costs, while ensuring that each client can receive necessary banking services. The article aims to study the trends in the development of innovative marketing technologies in the activities of banks and identify the features of communication channels in the context of digitalization. The article notes that the development of innovative marketing technologies for promoting banking products requires a study of the audience to whom these products and services should be directed. This includes the knowledge and skills of using digital financial technologies. Innovations create new opportunities for products/services, as well as new strategies and commercialization channels. The article outlines the problems of providing banking services using digital information technologies in Ukraine. Four types of business models for the bank's marketing policy in the context of digitalization are identified, namely: closed ecosystem, digital "killer", service model, and aggregator model. The article considers the potential opportunities for customers to use such technologies and the capabilities of banks to develop and implement digital marketing technologies. Digital marketing is described as targeted and interactive marketing, which involves the use of information, financial, and digital technologies and channels. New approaches, innovative tools, and communication channels for digital marketing of banking products and services are identified. The article notes that offline channels are still relevant for banking marketing but emphasizes that the use of digital channels has its own specifics and technologies depending on the market segment and audience. Additionally, it should be noted that the development of innovative marketing technologies requires creative thinking and significant information and analytical support.