INNOVATIVE TECHNOLOGIES IN THE MARKETING POLICY OF BANKS

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