Digital marketing as a modern communication tool

Abstract

The object of research is the digital marketing management process in banking institutions. The subject of research includes theoretical, methodological, and practical approaches to improving the strategy of digital marketing development in the banking sector. The purpose of the master's thesis is to generalize theoretical and methodological principles and, on this basis, develop practical recommendations for improving the management of digital marketing under modern conditions. Tasks of a qualifying master's thesis include: to investigate the formation and development of the concept of digital marketing; to reveal the essence of digital marketing as an innovative communication tool; to determine the features of digital marketing in the banking sector; to provide a general description of JSC "Ukrgasbank"; to analyze the financial and economic activity of JSC "Ukrgasbank"; to study the practice of using digital technologies and communication tools at JSC "Ukrgasbank"; to justify directions for the development of digital marketing in banking institutions; to investigate the use of digital marketing tools at JSC "Ukrgasbank"; to provide suggestions for improving the strategy of using digital communication tools at JSC "Ukrgasbank". The obtained results have practical significance, as the theoretical provisions, conclusions, and recommendations from the study are formulated as methodological developments that can be directly implemented by banking institutions to enhance their digital marketing systems. This study underscores the vital role of digital marketing in the banking sector, highlighting its potential to improve customer experience, enhance operational efficiency, and drive sustainable growth. By addressing theoretical, methodological, and practical aspects, it provides a robust framework for banking institutions to optimize their digital marketing strategies.