IMPROVING MODERN MARKETING STRATEGIES OF COMMERCIAL BANKS IN THE CONTEXT OF DIGITAL TRANSFORMATION
Keywords:
Banking marketing, marketing strategy, digital transformation, artificial intelligence, omnichannel, hyper-personalization, SWOT analysis, KPI, financial market.Abstract
This article examines the issues of formation and improvement of marketing strategies of commercial banks in the modern context of digital transformation of the financial market and intensifying competition in the banking sector. Mechanisms of customer acquisition and retention in the banking services market, personalization, omnichannality, and the integration of artificial intelligence (AI) and Big Data technologies into marketing processes are scientifically analyzed. Also, the article practically substantiates pricing policy tools, SWOT, and KPI (CAC, LTV, NPS) metrics evaluating marketing effectiveness to increase the competitiveness of banks. At the end of the research, scientific and practical recommendations for the introduction of innovative marketing models in the banking sector of the Republic of Uzbekistan have been developed.
