Subject This article analyzes the development of e-banking and proposals to introduce new digital technologies into the banking sector. Objectives The article aims to determine the specifics and relevance of the use of banking marketing tools as a component of improving the competitiveness of banking services in the Russian and world markets. Methods For the study, I used the methods of comparative analysis and systematization. Results The article presents certain results of the analysis of the development of e-banking and the practice of applying banking marketing tools abroad, most of which are based on Internet technology. Conclusions The results of the study can help specialists dealing with the issues of Internet banking and information technology, heads and managers of commercial banks dealing with remote banking, undergraduates and graduate students.
Keywords: bank marketing, product, service, tool, omnichannel
References:
Bakun T.V., Obukhovskaya I.F. [The modern trends of the bank marketing: theory and practice]. Vestnik Omskogo universiteta. Seriya: Ekonomika = Herald of Omsk University. Series: Economics, 2014, no. 2, pp. 34–40. URL: Link (In Russ.)
Imaeva G., Lobanova I., Tomilova O. Finansovaya dostupnost' v Rossii: vzglyad potrebitelya [Financial inclusion in Russia: The demand-side perspective]. Moscow, CGAP Publ., 2014, 156 p.
Russkikh A.V. [Types and features of banking service marketing]. Rossiiskoe predprinimatel'stvo = Russian Journal of Entrepreneurship, 2013, no. 10, pp. 35–40. URL: Link (In Russ.)
Zubtsova M.V. [Marketing is the main instrument of competitiveness of the banking sector in Russia]. Aktual'nye voprosy sovremennoi nauki = Actual Issues of Modern Science, 2011, no. 17-1, pp. 203–212. (In Russ.)
Karminskii A.M., Zhdanova O.R. [Current trends of banking innovations]. Маркетинг і менеджмент інновацій, 2013, no. 2, pp. 106–118. URL: Link (In Russ.)
Skinner C. Tsifrovoi bank: kak sozdat' tsifrovoi bank ili stat' im [Digital Bank: Strategies to Launch or Become a Digital Bank]. Moscow, Mann, Ivanov i Ferber Publ., 2015, 320 p.
Sazonov S.P., Belonozhkina E.A. [Information technology and Internet banking as marketing tools to promote banking services in the Russian market]. Teoreticheskie i prikladnye aspekty sovremennoi nauki: sbornik nauchnykh trudov po materialam IV Mezhdunarodnoi nauchno-prakticheskoi konferentsii 31 oktyabrya 2014 g.: v 3 ch [Proc. 4th Int. Sci. Conf. Theoretical and Applied Aspects of Modern Science, October 31, 2014. In 3 vol.]. Belgorod, IP Petrova M.G. Publ., 2014, vol. 2, pp. 178–181. URL: Link (In Russ.)
Belonozhkina E.A., Sazonov S.P. [Analyzing the application of marketing tools at the current stage of the banking market development: foreign experience and Russian practice]. Finansovaya analitika: problemy i resheniya = Financial Analytics: Science and Experience, 2015, vol. 8, iss. 26, pp. 2–11. URL: Link (In Russ.)
Sazonov S.P., Vaisbein K.D., Belonozhkina E.A. [Market study of regional specifics of consumption of banking services (on the example of the Volgograd region)]. Fundamental'nye issledovaniya = Fundamental Research, 2015, no. 12-2, pp. 401–405. URL: Link (In Russ.)
Tepman L.N. Upravlenie riskami: monografiya [Risk management: a monograph]. Moscow, Ankil Publ., 2009, 351 p.
