THE ASSESSMENT OF THE EFFECTIVENESS OF MARKETING STRATEGIES OF BANKING SYSTEMS THROUGH THE ANALYSIS OF THE MARKETING ACTIVITIES OF JSC TINKOFF BANK

Author(s): Tutova V.A., Niyazbekova Sh.U.

Rubric: Economy

DOI: 10.21777/2587-554X-2024-2-42-51

Release: 2024-2 (49)

Pages: 42-51

Keywords: marketing of banking systems, banking marketing, banking systems, branding, native advertising, content marketing

Annotation: This article discusses various theoretical and practical aspects of banking marketing. In the modern world, in con- ditions of increasing competition, marketing is becoming necessary for every organization. Marketing for financial institutions, including banks, is becoming especially relevant. The practical aspect of the study is analyzed within the framework of the analysis of the effectiveness of the elements of the marketing strategy of JSC Tinkoff Bank. The authors of the study consider such functions of Internet marketing as constant contact with the target audience, convenience of service, customer orientation and the search for optimal ways of promotion. The research is based on the collected statistical and information data on the marketing strategy, target audience, promotion features and financial performance of the company. The conducted research allowed us to conclude that JSC Tinkoff Bank directs a large amount of funds to native advertising and content marketing, which is due to the need for constant communication with a potential and/or existing client. The scientific article is intended to raise interest in the field of banking systems and banking marketing, as well as to identify the experience of promoting one of the leading Russian banks.

Bibliography: Tutova V.A., Niyazbekova Sh.U. THE ASSESSMENT OF THE EFFECTIVENESS OF MARKETING STRATEGIES OF BANKING SYSTEMS THROUGH THE ANALYSIS OF THE MARKETING ACTIVITIES OF JSC TINKOFF BANK // Economics and Management. – 2024. – № 2 (49). – С. 42-51. doi: 10.21777/2587-554X-2024-2-42-51