Digital transformation of marketing banking innovations in the conditions of financial instability

Abstract

The directions of special marketing tools using for ensure the banking business financial stability and the banks innovative activities orient not only to their opportunities, but also on the market needs, are formulated in the article. It is shown that the financial instability in the modern market determines the need of special marketing tools formation for innovations introducing. The options for digital and traditional marketing components combining, which will vary depending on the adopted business model and the state of the market product and price segments are developed. The stages of digital marketing of banking innovations development in Ukraine are investigated. An innovative orientation of the methods and forms of different types of management activities organization in bank marketing are clarified. The main components of digital ecosystem are summarized: social, mobile, analytical and cloud technologies. The research shows that over the past four years, Ukrainian banks have focused on how to bring some of these components and principles into basic business processing. The work of digital technologies marketing in banking sector is analyzed. The available applications of cloud technologies, which marketers have at their disposal for relationships managing, the information about potential customers tracking, a new channels testing and the marketing strategy effectiveness determining are substantiated. The directions of banking innovations introducing in the conditions of financial instability, the banks’ ability increasing to information resources effectively use, negative external and internal factors resisting, risks minimizing, maximum profitability maintaining, new banking technologies and products developing, competitive positions in the market and customer confidence maintaining, are proposed. The prospect for further research of Big Data and cloud services is the system approaches development in providing of cloud providers a convenient mechanism for data depersonalization and service security improving, is shown.

Authors and Affiliations

Victoriia Piddubna

Keywords

Related Articles

Codes of corporate management in the management system of machine-building enterprise

The article is dedicated to the problems of working out and introducing codes of corporate management to the management system of machine-building enterprises of Ukraine. The contents of the corporate management, the mai...

Innovative models of commercial activity in ensuring the effective employment of population at the enterprises of small and medium sized businesses

The article defines direction of increasing the employment rate of the population of Ukraine in the sphere of small and medium sized businesses. One of the most promising directions of their trading activities vending te...

FORMATION OF SYSTEM PROVIDING FINANCIAL SERVICES: CURRENT TRENDS AND PROSPECTS

The article investigates and analyzes the current trends in the formation of the system of providing financial services. It is proved that the system of providing financial services play a crucial role in determining the...

REFUSAL TO CONTRACT IN THE PRE-CONTRACTUAL STAGE

The pre-contractual term suggests the idea of a precursory stage of a certain contact that the parties want to conclude. Under the principle of contractual freedom everyone has the opportunity to conclude or refuse to c...

Identification of assessment aspects and quality parameters of organizational structures of enterprise management in the context of system and synergistic approach

The diagnostic criteria of quality of organizational structures of management in dynamic context are analyzed in the article. A list of quality parameters of organizational structures of management is defined. Connectio...

Download PDF file
  • EP ID EP513478
  • DOI 10.33987/vsed.3(67).2018.209-221
  • Views 67
  • Downloads 0

How To Cite

Victoriia Piddubna (2018). Digital transformation of marketing banking innovations in the conditions of financial instability. Вісник соціально-економічних досліджень, 3(67), 209-221. https://europub.co.uk/articles/-A-513478