Bekmurodova Guzal Adkhamovna
Doctoral (DSc) student of Tashkent State University of Economics
ORCID iD 0000-0002-3275-6561
Abstract. The development of the financial market requires banks to introduce a digital banking marketing strategy into an integrated management system based on the development of a comprehensive program of banking actions, which includes the strategy and development tactics of the credit organization, taking into account the ongoing processes. With the advent of online or digital banking in digital banking, customers are introduced to a more convenient way to pay bills, transfer money, make deposits and shop online from the comfort of their own homes. Digital banking has helped customers manage their funds anytime and anywhere while providing maximum security.
In the current environment, the development of banking business is closely related to the introduction of automation, the latest technical tools and advanced banking technologies to bring banking products and services to the market, as well as the search for banking technologies that increase the attractiveness of services. During the implementation of digital banking marketing of newly introduced methods, relying on the automation of banking processes and using new banking technologies, the digital banking marketing strategy service provides prospective customers with full information about services and thus encourages them to use these services. Most of the banks in the countries where the digitalization process has advanced today consider the service provided to customers as a specific product, and the provision of this service as the sale of this product.
This article examines the development of digital banking marketing strategies and their implementation. The subject of the study is the theoretical and practical basis of using digital banking marketing strategy.
The purpose of the article is to evaluate the future activities of banks based on the development of a digital banking marketing strategy. The important aspects of the development of banking activities are revealed using the research conducted on the creation of a digital banking marketing strategy. Therefore, we consider that every type of activity carried out by commercial banks today is one of the leading factors that contributes not only to the population, but also to the development of the country.
Key words. digital banking marketing, marketing strategy, digital banking marketing strategy, banking, competition, market, banking products, digital technologies, digital marketing.