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AUTHOR(S): Liliia Zherdetska, Yuliia Diatlova, Valentyna Diatlova, Ludmila Kuznetsova, Anastasiia Goncharenko
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ABSTRACT The article substantiates that digital banking as an innovative component of the marketing mix is becoming more popular in the conditions of significant competition in financial markets. This determines the relevance of the study to improve the evaluation approach of digital banking. The research evaluates the activity of using digital banking in components of the marketing mix of Ukrainian banks, such as «product», «place», «promotion», and «price». The developed methodological approach is based on the analysis of traditional bank's marketing mix elements and their innovative components, mainly digital banking. It has been established that banks, offering a generally standard set of primary products, introduce product innovations quite unevenly. According to the «place» component of the marketing mix, it has been noted that the pace of traditional marketing replacement by banking innovations marketing is slow. Regarding the «promotion» component of the marketing mix, the distribution of the indicators of the bank's activity in the use of social networks is uneven. Facebook is more used than Instagram, and not all banks use YouTube's capabilities. Banks are market leaders that use social networks and the Internet most actively. According to the «price» component of the marketing mix, it is recommended for Ukrainian banks to focus on the rate of return on assets from commission income due to its lower risk, as well as the possibility of using an indirect indicator of the banking innovations efficiency in the marketing mix. |
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KEYWORDS digital banking, marketing mix, component, innovation, evaluation |
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Cite this paper Liliia Zherdetska, Yuliia Diatlova, Valentyna Diatlova, Ludmila Kuznetsova, Anastasiia Goncharenko. (2021) Digital Banking in the Marketing Mix: Improving the Approach to Evaluation as an Innovative Component. International Journal of Economics and Management Systems, 6, 611-619 |
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