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DOI: 10.15862/10ECOR324 (https://doi.org/10.15862/10ECOR324)

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Agapkin-Zenkin A.A. The role of information technology in the transformation of bank marketing. Russian journal of resources, conservation and recycling. 2024; 11(3). Available at: https://resources.today/PDF/10ECOR324.pdf (in Russian). DOI: 10.15862/10ECOR324

The role of information technology in the transformation of bank marketing

Agapkin-Zenkin Artem Aleksandrovich
Moscow State University of Technology and Management named
after K.G. Razumovsky (First Cossack University), Moscow, Russia
E-mail: artyomtraffic@gmail.com

Abstract. Current changes in the socio-economic situation in Russia have a significant impact on all sectors of the economy, including the banking sector. Competition among banks is intensifying, as each financial institution seeks to attract the maximum number of clients, expand its market and increase profits. The key element in achieving these goals is the promotion of new and modernization of existing banking products. For the successful implementation of a marketing strategy, it is necessary to take into account the competitive position of the company in the market and select the appropriate tools. The set of marketing tools aimed at influencing market participants includes integrated marketing communications. Philip Kotler, a professor of international marketing, proposed a set of tools used by modern marketers to promote goods. The main tools for promoting banking products include advertising, direct marketing, personal selling, public relations and sales promotion. Advertising plays an important role in informing customers about new products and the bank’s activities. Direct marketing allows banks to meet customer needs through non-personal contacts such as telephone or mail, providing instant feedback. Personal selling involves direct communication with customers, which increases the effectiveness of promotion, especially with a wide branch network. Public relations help maintain a positive image of the bank through interaction with the media, customers and participation in social projects. Sales promotion, including discounts and preferential rates, briefly encourages the purchase of products. Information technologies, such as Internet banking and mobile applications, have significantly changed bank marketing, providing customers with convenient and mobile ways to interact with the bank. The development of technologies such as marketplaces contributes to the availability of financial services and the optimization of services. The effectiveness of marketing strategies depends on the correct choice of tools and taking into account the specifics of the internal and external environment of the bank, as well as the general economic situation.

Keywords: bank; banking sector; bank marketing; marketing; marketing strategy; promotion tools; competition; advertising; information technology

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