ENSURING CUSTOMIZATION OF FINANCIAL INSTITUTIONS’ SERVICES BASED ON THE DEVELOPMENT OF THE DIGITAL MARKETING SYSTEM

Анотація

The article examines the role of digital marketing in ensuring the customization of financial institution services. This was done through a detailed study of the features of the economic activity of financial institutions, and an analysis of the specific features of their own marketing activities. The authors established that customization is a new approach to the sale of financial products, which consists of developing mechanisms and methods for creating personalized financial services that take into account more personal characteristics and features of the economic activity of current and potential clients of financial institutions. It is argued that customization today is an emerging trend in the development of financial institutions, since its use is primarily associated with the development of digital technologies and the ability of financial institutions to use such technologies in the process of developing personalized financial products. The study specifies the essence of financial service customization, identifies positive results from the implementation of such a concept by financial institutions, and substantiates the general features of financial service customizationBased on the analysis of the results of the study of the essence of the digital marketing system of a financial institution, digital marketing tools are also considered, which are advisable to use to ensure the process of customization of financial services. As a result, the consequences of using such tools for the work of financial institutions are determined. It has been determined that the process of using these tools is complex, multifaceted and requires a harmonious combination of various digital marketing tools in the process of developing and selling financial products to clients, taking into account their financial condition, potential demand for financial services, history of using financial services and interacting with a financial institution, and other characteristic features that reflect the peculiarities of their financial behavior model.

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