Contextual Advertising Research Articles

Digital Marketing and its Role in Customer Acquisition

"The study examines the role of digital marketing in customer acquisition. The relevance of this research is driven by the fact that marketing is increasingly encompassing various industries today. One of its main tasks is to acquire new customers. At the same time, the growing number of companies producing goods with similar specifications means that marketing is beginning to use the latest technologies to increase its target audience actively. As a result, the topic of digital marketing’s role in the cultivation of customer loyalty is becoming an acute issue. The study aims to discover the role of digital marketing in customer acquisition. The research object is digital marketing strategies. Research methods. The following research methods were employed in this paper: description, analysis and synthesis, comparison, generalization, and modelling. The article is dedicated to unravelling the role of digital marketing in customer acquisition. The authors describe the impact of factors such as the virtual space, competition, the accessibility of the average consumer to the Internet, and the lack of qualified personnel in marketing on the application of digital marketing in business activities. The study characterizes the essence of the “digital marketing” concept in broad and specific contexts. In addition, the authors identified the advantages of digital marketing and its components. The article analyzes the main features of digital marketing applied to customer acquisition. They include the Internet, mobile devices, digital television, interactive screens, and local networks. The article summarizes digital marketing methods for attracting customers. The authors investigate customer acquisition methods such as contextual advertising, retargeting, mobile marketing, viral marketing, Big Data, RTB, SMM, SEO, SMO, SEM, and email marketing. During the research, a model was developed that presents the main trends associated with digital marketing in the context of customer acquisition. These trends include ads harmoniously embedded in content, online advertising being widely present in the virtual space, advertising customized to a specific category’s needs, advertising in various formats, and customer acquisition by forming a virtual community. This article categorizes customer acquisition tools into three groups: paid resources, owned resources, and earned resources."

Methodology for promoting online educational services using Internet marketing tools

The article is devoted to the research and development of methods for promoting online educational services using Internet marketing tools. The modern features of the promotion of online educational services are clarified (using the example of a driving school). The comparison of various Internet marketing tools for the promotion of online educational services of a commercial online driving school is carried out, which indicates the high efficiency of such tools as a website, mobile application, social networks, SEO and SERM optimization, contextual advertising, webinars and email newsletters. The conceptual algorithm and structure of the stages of promotion of online educational services of a driving school are substantiated. Based on the results of the study, it is concluded that the presented methodology allows taking into account multiple factors–features when preparing a strategy for promoting online educational services using Internet marketing tools. In the activities of a commercial driving school, this technique can be reproduced with reference to the previously presented Internet marketing tools and indicators of their application, as well as specific services. Focusing on the use of a bunch of tools allows you to achieve a synergistic effect and get a high result.

WAYS TO ENHANCE MARKETING COMMUNICATIONS AND ADVERTISING FOR BUSINESSES ON THE INTERNET

This article addresses the pressing issue of discussing the significance of integrated marketing communications for modern businesses and offers recommendations for their effective utilization on the Internet. It emphasizes the pivotal role of electronic communications in engaging with contemporary consumers and provides practical advice for optimizing marketing strategies and advertising efforts to achieve greater efficiency and impact on the target audience in the online environment. The importance of utilizing banner and contextual advertising, as well as other tools for enhancing the effectiveness of marketing communications on the Internet, is examined. The focus is placed on the use of online chat and email marketing to attract interest and interaction with consumers. Additionally, guidance is given on optimizing websites and content for effective engagement with consumers in the online environment. The article discusses the use of messengers for information distribution, participation in partner programs, optimization for search engines (SEO), the application of crowd technologies, and other methods to enhance digital marketing communications. Key recommendations are also provided for creating effective advertising materials and interacting with consumers online to achieve better results in the fields of marketing and advertising for businesses on the Internet. The main conditions for achieving efficiency in managing marketing communications for a trade enterprise on the Internet are outlined. Among them, the need to formulate a communication strategy, distribute the budget wisely, engage in professional promotion, control deadlines, and adapt messages to changes in the business environment are highlighted. It is demonstrated that the effectiveness of these measures largely depends on thorough market analysis and the response of the target audience. Continuous monitoring and strategy adaptation are identified as key components of successful management of marketing communications on the Internet.

Linguistic innovations in a multilingual digital advertising context in Tanzania: a translanguaging perspective

ABSTRACT This paper explores linguistic innovations from commercial banks’ digital ads in Tanzania. Using translanguaging theory in analysis, this study unravels various linguistic innovations employed by advertisers in a bid to persuade potential clients. Data for this study were screen-captured from the banks’ Facebook accounts by using Microsoft’s Snip & Sketch app. A thorough analysis of 90 ads was accomplished through document review. The findings institute several linguistic innovations such as the use of multiple languages. Some of them extend beyond the advertising policy. Others are code-switching, adoption of foreign words, slang and idiomatic expressions, blending, truncation, vowel lengthening and denominalisation. These findings bring to surface dramatic linguistic transformations in physical and virtual advertising spaces from mid-2000s to early 2022 in Tanzania. It is contended that the prospect of digital advertising vis-à-vis linguistic innovations in Tanzania is projected to thrive further as long as advertisers tally with global advertising trends and linguistic dynamics.

Анализ методов продвижения мобильных приложений в сфере gamedev

This study aims to review and systematize the methods, tools and channels for mobile app promotion in the gamedev sphere. The entertainment industry is becoming increasingly digitalized and consumers are actively immersed in the world of mobile apps. The last few years have seen an incredible speed of change, both in terms of consumer behavior and promotional methods. The disappearance of the biggest traffic channels and changes in the legal environment over the last two years have encouraged companies to rethink their marketing strategies, promotion methods and channels used in order to maintain marketing effectiveness. The aim of the study is to deepen knowledge about the specifics of mobile application promotion methods in gamedev, reviewing current promotion tools and channels in the new reality. The specific aspects of the application of such promotion methods and tools as targeted advertising, contextual advertising, media advertising, ASO-optimization, app localization, as well as Influencer Marketing and SMM to the gamedev sphere have been described. The most relevant channels for attracting mobile app users in the context of high speed of gamedev market transformation were studied.

Outdoor Medical Cannabis Advertising in Oklahoma: Examining Regulatory Compliance and Social Meanings in Billboard Content

Background: Medical cannabis currently dominates the U.S. cannabis advertising landscape. The public is increasingly exposed to outdoor cannabis advertising, which increases positive attitudes about and intentions to use cannabis. Research is lacking regarding outdoor cannabis advertising content. This article characterizes the content of outdoor cannabis advertising in Oklahoma, one of the fastest growing U.S. medical cannabis markets. Methods: We conducted a content analysis of cannabis advertising billboard images (n = 73) from Oklahoma City and Tulsa, photographed May 2019–November 2020. We followed a primarily inductive, iterative team approach to thematically analyze billboard content in NVIVO. We reviewed all images, identified a broad coding taxonomy, and then incorporated emergent codes and those related to advertising regulation (e.g. youth/children). We totaled frequencies of code application across billboards and reexamined billboards for final themes. Results: Major themes were social meanings related to cannabis subculture, formal medical systems, and nature, and the presence of company contact information. Minor themes related to convenience, price promotions, store proximity, U.S. affiliation, product quality, and spirituality. State advertising regulation violations were rare, with the exception of content that may promote curative or therapeutic effects (4%) and misrepresentation of product state of origin (1.4%). Conclusion: Outdoor medical cannabis advertising in Oklahoma blurs boundaries between formal medical discourses and cannabis subculture that is suspicious of messaging from authorities and regards cannabis as harmless and natural. Increased monitoring of advertising regulation compliance and greater understanding of social discourses within emerging markets is needed to promote public health within the context of cannabis advertising.

The Use of Digital Marketing Technologies in the Commercial Activity to Increase Enterprises’ Value in the COVID-19 Conditions

Under the current conditions of the COVID-19 pandemic, the practice of providing goods and services, as well as their availability to consumers, remains relevant and requires further scientific research. The purpose of the article is to substantiate the conceptual basis of using digital marketing technologies in the commercial activities of enterprises to increase their value, competitiveness and ensure sustainability of development in the conditions of the COVID-19 pandemic. The methodological basis of the study of the use of digital marketing technologies in the commercial activities of enterprises in the conditions of the COVID-19 pandemic is a systematic approach and principles of digital marketing management, including: goal orientation, efficiency, functionality and complexity. The feasibility of the complex application of digital marketing tools in the commercial activities of the enterprise for the implementation of the marketing strategy in the conditions of the COVID-19 pandemic has been proven, including: contextual advertising, SEO and SEM promotion, banner advertising, advertising windows, television advertising, radio advertising, advertising in gaming, shopping and other applications, native advertising, SMS mailing, QR codes in offline mode, viral advertising, advertising in messengers, teaser advertising, retargeting. The advantages and disadvantages of using digital marketing in the commercial activity of the enterprise in the conditions of the COVID-19 pandemic are highlighted. The need to apply promising innovative implementations in the field of digital marketing has been proven, which should include: the use of online testing; implementation of voice search; use of chat bots; use of video marketing; use of interactive content.

IMPACT OF DIGITAL MARKETING ON DEVELOPMENT ONLINE SHOPS

The purpose of the article is to determine the essence and features of Digital marketing as a promising direction of marketing to increase the profit of stores on the Internet. As a result of the analysis and generalization of the works of domestic and foreign scientists, the main features of this type of marketing and its subtypes (contextual advertising, banner advertising, native advertising, SEO promotion) were clarified. Peculiarities of its functioning and use for business promotion by various methods to achieve its main goal - profit have been studied.
 It has been established that regardless of the online sales industry and online stores of different sizes in Ukraine, there are common features of development and common areas of activity in the field of online marketing and website promotion. There is an emphasis on mobile devices, accurate tracking of site performance indicators, active development of video marketing and rapid growth in the impact of usage.

SEARCHING FOR (AND FINDING) NEOCOLONIAL FANTASIES: SEXUALIZATION OF WOMEN FROM THE GLOBAL SOUTH AND THE GLOBAL EAST IN GOOGLE'S TEXT SEARCH RESULTS

Search engines serve as information gatekeepers on a multitude of topics dealing with different aspects of society. However, the ways search engines filter and rank information are prone to biases related to gender, ethnicity, and race. In this paper, we conduct a systematic algorithm audit to examine how one specific form of misrepresentation bias, namely, sexualization, is manifested in Google's text search results about different national and gender groups. We find evidence of sexualization of women, particularly those from the Global South and East in search outputs. This is amplified by contextual advertisements pushed by Google in response to different search queries.

Startup marketing: features, digital tools, and promotion channels

The aim of the article. The purpose of the article is to study the digital marketing tools of a startup in terms of marketing strategy following the stage of the life cycle, the entire target audience of the product. The results of the analyzes. We consider a marketing startup as an activity aimed at comprehensive market research and the needs of the startup's target audience, ensuring sales and customer loyalty, and maximizing profits based on the promotion of ideas to the market. The differences between a marketing startup and classic marketing are as follows: a marketing startup involves explaining to the target audience the essence of the idea that underlies the startup; focusing attention on marketing research ideas based on a certain product that does not yet exist; each start-up requires separate attention and the development of marketing measures in the form of its industry specifics, the availability of funds; marketing tools vary by stage of the startup life cycle. The process of justifying the strategic marketing complex provides a certain sequence of actions: choosing a marketing concept; strategic analysis of the marketing environment; identification of the start-up life cycle; selection of marketing complex strategies; implementing strategies into a system of programs, projects, plans; implementation of strategies; control and evaluation of efficiency. The most effective channels of promotion and communication with startup customers are recognized as digital marketing - a type of marketing activity that uses various forms of digital channels to interact with consumers and promote the brand. Digital marketing tools include: creating your website, distributing information through social networks, e-mail distribution (direct mail marketing), webinars, blogs, banner advertising, contextual advertising, games, quests, surveys, interactive postcards, augmented reality, video services, interactive surfaces, animations, etc. Social media is a powerful marketing strategy tool for startups. The implementation of the SMM strategy for startup projects will contribute to the reduction of marketing costs and will ensure the promotion of the startup idea through the Internet most efficiently and rationally. Conclusions and direction for further research. Startup marketing is a necessary component of an innovation project. Marketing activities, methods, and tools differ significantly depending on the stage of the startup life cycle. At the initial stages of a startup's implementation, its financial capabilities are limited, so significant costs for marketing activities are, of course, not applicable. That is why the use of digital marketing tools will complete the startup developers to provide information and promotion of the product while maintaining the budget constraints of the project.

Применение инновационных инструментов продвижения нового товара в конкурентной среде

The article is devoted to the consideration of modern, innovative methods of promoting a new product on the market, which is a tool for strengthening the competitiveness of an enterprise, its efficiency in a dynamic economy. At the first step of the work, the authors consider and analyze practical methods and tools for creating and promoting new goods and services on the markets that meet modern consumer needs. The considered tools are aimed at expanding existing and developing new market niches. The article substantiates their ability to increase brand loyalty, while reducing possible risks. The next step of the work was the development of a model for promoting a new product in the company’s marketing system using the example of a specific enterprise, namely JSC NPP Almaz, the first stage of which was an analysis of the financial and economic activities of the enterprise in order to determine the possible costs of creating and promoting a new product. The authors draw attention to the possible risks when creating a new product and give recommendations on how to reduce them. Based on the analysis, the last stage of the work was the development of specific recommendations for modifying the tools for promoting a new product in the enterprise marketing system. The main base of the modification is the synthesis of traditional channels of product promotion, such as personal sales, participation in exhibitions, radio advertising with innovative Internet tools, among which are SEO optimization, SMM management, contextual advertising. The authors give arguments justifying the use of community marketing functionality in order to improve the quality of promotion of new products through social networking channels. As a result, an assessment is made of the possible economic effect of the proposed scheme for promoting a new product on the market and occupying new product niches.

GENRE INVARIANTS OF MODERN ADVERTISMENT

The article defines the communicative criteria of modern advertising genre distinction. Research attention is based on the function as a category that determines the nature of the literary language resource in the context of dynamics of verbalized information. Advertisment is considered as a generic concept that summarizes the types of advertising communication functionally identified with the corresponding genre and its invariants. The author's medialinguistic analysis, correlated with the objectivity of functional stylistics, leads to the differentiation of modern advertising into commercial and social. Having a common nature, these 2 groups of genres of advertising communication, at the same time, contrastingly realize the tasks of informing and influencing the mass linguistic consciousness. The thesis that commercial advertising relies on the manipulative context of verbalization of strategies and tactics – unique offer, positioning, etc. – is illustrated and expertly commented. And the precedent of social advertising context appeals to patterns, values of time and space of culture (life, health, ethical dimension of communication, protection of honor and human dignity, etc.), which have passed communicative approval in the history of the development of world civilization. Research opinions confirmed by linguistic factology in a discussion with other scientists formulate the ideas of medialinguistic analysis of advertising as a complex of genres, invariantly represented in the communicative space of modern mass media.

THE USE OF DIGITAL TECHNOLOGIES IN THE DEVELOPMENT OF A STRATEGY FOR THE PROMOTION OF SERVICES AT THE ENTERPRISE

The article is devoted to the problems of using digital means of dissemination of information to promote goods and services. The purpose of the article is to analyze the nature and specific features of Digital marketing in developing a comprehensive promotion strategy. The essence and importance of the means of promoting goods and services as a component of modern marketing, namely digital marketing, is substantiated. Its content is investigated taking into account the innovative directions of activity of the .digital entities - a combination of different tactics for promoting services and goods and interaction with clients in the digital environment. Digital-marketing works at all stages of customer interaction in B2B and B2C NF helps to promote the products and services of the enterprise in all digital channels: Internet, television, radio, smart gadgets and applications, SMS distributions. The basic Digital Marketing tools are analyzed, which is based on the formation of a modern digital technology marketing concept, namely SEO promotion, content marketing, SMM promotion, crowd-marketing, e-mail- mailing, contextual advertising. Every Digital-Marketing tool has its own peculiarities. In the complex, all tools allow you to interact with customers in different channels, help to remember and encourage users to perform the targeted action. The basic tools for promoting services, such as advertising, contextual advertising, banner advertising, native advertising, radio advertising, television advertising, mobile programs, offline advertising, are considered. The benefits of using Digital tools are considered. It is also to work with offline and online clients, to build personalized communication with users, to analyze the effectiveness of campaigns, to use different tools. So, digital-marketing is based on analytics, without which the maximum number of buyers cannot be attracted. In the process of the advertising campaign, it is also necessary to monitor its effectiveness in the event of poor results quickly make adjustments. Thus, digital-marketing is not only a one-time tool setting, but also constant development and scaling of the enterprise with digital channels.

Формирование стратегии интернет-продвижения компании и инструменты ее реализации

At the present stage of the development of the global economy, companies compete in constantly changing conditions, which actualizes the problems of their development strategy both in the domestic and foreign markets. Internet promotion acts as an effective tool that allows companies to successfully achieve their goals in the face of global competition. Currently, information technologies are a factor of new methods of the company's development into the global market space via the Internet. Internet promotion allows reducing costs and accelerating the implementation of improvements. It also contributes to improving the quality of services while meeting customer needs to a greater extent. To develop an Internet promotion strategy for a company, it is necessary to analyze the current situation, determine the goals and tools necessary for the implementation of the promotion strategy. The article analyzes the dynamics of the number of Internet users in the world. A system of development of a company promotion strategy in the Internet is considered. The description of the most relevant tools for its implementation is presented: landing pages, SMM, contextual advertising, SEO, web analytics, targeting and retargeting.

СУЧАСНІ ІНСТРУМЕНТИ ЦИФРОВОГО МАРКЕТИНГУ

The article examines the need to use non-traditional digital marketing tools to develop an enterprise's marketing strategy. It has been proved that over the last decade the focus is on the latest technologies and types of marketing, which in their appearance are obliged to the innovative progress to which digital marketing is concerned. It was also proved that the main channels of digital marketing include Content Marketing, Email, Social Media (SM), Organic Search, paid Search, Display Ads, Mobil. Digital marketing has a greater advantage than Internet marketing, particularly by spreading its messages, considering the possibility of channel selection depending on the goals, functions of the message and the budget. It has been proved that traditional (classic) digital marketing tools include: Creation of own WEB-site, distribution of information through social networks, e-mail-mailing, webinars, blogs, banner advertising, contextual advertising, games, quads, surveys, interactive leaflets, complementary reality, video services, interactive surfaces, pictures, sounds, animations, etc. Key non-traditional digital marketing tools were identified, including: internet things (IoT), virtual reality (VR), complementary reality (AR), personalization, visualization, face recognition, etc. It is well-founded that these innovative technologies allow brands to provide fascinating experience of purchases and encourage customers to look, interact, personalize and evaluate products even before purchase, increasing channel conversion. It is confirmed that modern digital marketing is a constant bilateral dialog with each consumer, which allows to optimize interaction in an on-line mode, and digital tools help to build a clear marketing strategy implementation plan aimed at stimulating transformation through social media, content and blog strategies, all digital marketing tools. It is proved that the development of digital marketing strategies should focus on non-traditional tools.

ТЕОРЕТИЧЕСКИЕ АСПЕКТЫ И ОСОБЕННОСТИ ПРОДВИЖЕНИЯ ТОВАРОВ НА МАРКЕТПЛЕЙСАХ

The article is devoted to the study of the features of the promotion of goods on marketplaces in modern realities. The place and role of marketplaces in the structure of modern trade in Russia are clarified, trends and trends in the e-commerce environment are highlighted, forming special prospects for business entry into online segments. A contradiction is established between the availability of tools for promoting goods on the marketplace and the inefficiency of its use due to its public nature. The solution of the revealed contradiction is based on the preparation of unique strategies for the promotion of goods on the marketplace, which is associated with subjective and objective factors of promotion. It is noted that the promotion of goods on the marketplace depends on external changes and the dynamics of the market itself, which is associated with the possibilities of organizing sales (objective conditions). Promotion also depends on the policy of the marketplace itself, the inclusion of promotion-stimulating algorithms, the availability of additional tools to promote products. Subjective conditions of promotion are based on the use of promotion tools, SEO, targeted and contextual advertising, preparation of unique product cards, descriptions.

FEATURES OF USING INTERNET MARKETING TOOLS IN FITNESS INDUSTRY

Introduction. The article examines the peculiarities of Internet marketing as an effective and modern way of attracting customers and developing a sports brand, which should be used alongside traditional advertising and PR tools. The purpose of the work is to determine the features of using Internet marketing tools in the fitness industry. Material and methods: analysis (study of the concept of Internet marketing, advantages and disadvantages); synthesis (establishing general rules of promotion on the Internet for the fitness industry, building conclusions in the work); comparison (identification of similarities and differences in Internet promotion of fitness clubs of different levels). Results. In the course of the research, it was determined that for fitness clubs of various classes, internet marketing is a good alternative to traditional advertising channels such as: television, radio and outdoor advertising. Network fitness centers with the help of Internet marketing can consolidate their status in the market, increase sales and keep in constant contact with customers. Instead, local fitness studios through Internet marketing, and especially through SMM, are able to form their own image and find "their" "niche" audience. In the field of fitness and sports, the following platforms are most popular: Facebook, Instagram, Pinterest, Twitter, Telegram, YouTube and TikTok. According to the research results, the main tools of Internet marketing are: SMM, SEO optimization, contextual advertising, banner advertising, E-mail marketing, SMS marketing and blogging. In the course of a comparative analysis of the use of SMM and Internet marketing tools by network and local fitness clubs (on the example of "Sport Life" and "Fitness by Grek"), it was established that SMM marketing is effectively used in both cases, although the promotion strategies have certain differences, which are caused by financial capabilities and the breadth of the client base. In addition, the method of presenting information is also different. In a network fitness club, the material is more dry and advertising, on the other hand, in a local fitness studio, the publications are more diverse and interesting, they attract readers to more active interaction. Conclusions. During the research of the strategy of these clubs, it was established that "Sport Life" uses a full range of Internet marketing services, even SMS marketing, with the aim of attracting as many customers as possible. And "Fitness by Grek", although it uses some types other than SMM, it does so in order to establish a stable connection and form a friendly relationship between customers and the company.

INTERNET MARKETING DEVELOPMENT TRENDS ON THE MARKET OF TRANSPARENT STRUCTURES IN THE B2B SECTOR

The article discusses the essence and features of marketing activities in the B2B sector. The problems of the market for translucent structures are identified (loss of a significant share of construction enterprises due to the destruction and suspension of factories in the occupied territories; decrease in market volume; decrease in business profitability; increase in the cost of materials for the production of glass; increase in the price of materials; reorientation from Russian to European materials; logistics problems, in particular port tax, lack of professional personnel, increased competition, difficulty in assessing the impact of the Internet, marketing effectiveness of B2B companies). It is substantiated that, although for the B2B sector, the main tools of Internet marketing are search engine optimization and contextual advertising, for the market of transparent constructions, SEO is not such an effective tool compared to the possibilities of contextual advertising. The main trends of B2B marketing for the coming years are presented (increasing costs for Internet marketing and SMM, programmatic (algorithmic) advertising, generation of quality leads, effective marketing). A ranking of priorities for increasing the effectiveness of sales via the Internet for companies producing translucent structures has been constructed.

ЧИННИКИ ТА ТЕНДЕНЦІЇ РОЗВИТКУ СУЧАСНОГО МАРКЕТИНГУ

The publication defines the main directions of development of modern marketing. Individualized marketing divides the market into micro- segments and adapts the marketing mix to the requirements of one of them. Maximarketing is aimed at quick maximization of income and stimulates the most promising potential client to immediately purchase the product. Global marketing standardizes the marketing mix on the basis of similar features of the markets of different countries of the world. Hypermarketing develops a product that can satisfy several customer needs at the same time. Multimarketing ensures reaching consumers through several channels. Turbomarketing accelerates the process of creating a new product in accordance with the discovered new need of the consumer. Storytelling promotes a brand by creating an engaging story related to it. Ambient media consists in placing an advertising message on a non-standard medium. Mobile marketing involves adapting the marketing mix to smartphones. An online panel is a group of people who regularly take online surveys on the same questions. Social media marketing involves the use of virtual communities for marketing purposes. SEO optimization forms the text on the site page with the optimal number of key phrases to increase its position in search results based on the user's thematic query. Contextual advertising is automatically displayed on a related Internet page, which is viewed by the user. Holistic marketing helps to develop a comprehensive program aimed at identifying and meeting the needs of consumers, partners, employees and society. Artificial intelligence and the Internet of Things open up new opportunities in the field of marketing research and communications. The specified sixteen directions of development of modern marketing are formed by the influence of six factors. These are the development of digital technologies and the Internet, the increase in the level of competition, the increase in consumer demands, the increase in the effectiveness of marketing research,social upheavals and the spread of the marketing way of thinking among managers.

Banking marketing development trends in the context of digitalization

The article is devoted to the study of modern trends in the development of banking marketing in the context of global digitalization of all spheres of social life. In order to assess the relevance of the analyzed question, the data on the number of requests for “bank marketing”, “digitalization”, “digital technologies” and “banking innovations” in the most popular Google search engine were studied. In addition to the significant interest of the public in the digitalization of banking marketing, a high scientific interest in this topic was also revealed among both domestic and foreign researchers. The influence of digitization processes, namely the growth of the level of Internet penetration on the banking system, which, among other things, was reflected in the change in the number of bank branches, was considered. A brief description of the digitalization and banking marketing categories is given, as well as the result of their interaction and the formation of the concept of digital banking marketing is described. The main digital tools of banking marketing are identified: search engine optimization (SEO), social media marketing (SMM), content marketing, traffic management, email marketing, contextual advertising, gamification, mobile marketing, etc. A detailed description of the essence of the most popular digital methods of promoting products in the banking services market is provided, as well as the international experience of their successful implementation in banks of various sizes and organizational forms is investigated. The theoretical value of the conducted research lies in the expansion of scientific views on modern trends in the development of banking marketing in the context of digitalization. The practical value lies in the study of international experience in the use of digital banking marketing tools. We consider it appropriate to direct further research to the cost assessment of the effectiveness of the use of digital banking marketing tools