Development of integrated marketing Internet communications in the activity of Ukrainian banks

Анотація

In modern conditions the Internet is developing rapidly. Marketing communications on the Internet is one of the main elements of Internet marketing of banking institutions and an important element in establishing relationships with target audiences and managing them, informing customers, improving the image of the bank. It is determined that the Internet today covers the information, communication and logistics areas of marketing communications of banks. The paper identifies the areas of integrated marketing Internet-communications in the activities of banks and their main elements to present their characteristic. At the present stage of development of Internet-communications in activities banking, it is advisable for banking institutions to use advertising, digital and creative strategies. It was found that the current trends in the development of marketing communications on the Internet also indicate the growth of Internet-communications in social networks as an important mechanism for interesting the bank customers and forming interaction with them and the development by the bank of its website, its attractive design, updating information on it. The results of the study showed that the largest share of Internet users in Ukraine uses mobile phones or smartphones, the number of which is growing, which expands the capabilities of banks in the field of Internet-communications. It was established that the most active banks in the media space are banks with state share: JSC CB «PrivatBank», JSC «Oschadbank», JSC «Ukreximbank» and banks of foreign banking groups such as JSC «Raiffeisen Bank Aval», JSC «OTP BANK», JSC «ALFA-BANK». JSC «FUIB» is among the banks with private capital. At the same time, the largest media activity of banks in 2019 was observed in banks of foreign banking groups, and in 2019, 2021 by the number of messages in state-owned banks. The analysis of the collected marketing information showed that the largest number of messages from the leading banks of Ukraine by categories of media was observed in the Internet media, as the Internet is a convenient, cheap and effective communication channel in all areas activities. The expediency of using the Internet to promote banking products is also due to the fact that recently the effectiveness of traditional channels for disseminating information about banks and their products has decreased. Key words: integrated Internet-marketing communications, banks, Internet marketing, mediaactivity of banks, means of information dissemination

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