THE ROLE OF DIGITAL MARKETING TOOLS IN THE TRANSFORMATION OF BANKING SERVICES

The banking sector is undergoing a significant transformation driven by advancements in digital marketing tools, reshaping how financial services interact with customers. As digitalization becomes increasingly pervasive, traditional marketing approaches are becoming less effective, necessitating a reevaluation of strategies within the banking industry. The advent of critical digital tools enables banks to tailor their communication to meet the evolving needs of clients, as highlighted by the analysis of digital shifts in banking products and services (N I Bykanova, 2023) . This evolution is not merely a trend; rather, it reflects a broader transformation where digital technologies facilitate enhancements in customer experience and operational efficiency (Shanti R et al., 2022) . Consequently, understanding the role of these digital marketing tools is essential for comprehending the dynamics of modern banking and the implications for future service delivery.

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