Digital Transformation Promoters in Marketing Banks

Abstract

Operations of the banks are under constant pressure to improve the quality of the delivered services while
simultaneously reducing costs. The rapid development of information technology, at a time when change creates
change, requires the necessity of digital transformation of banking operations. Digitalization requires the involvement
of the entire organization in the process of change and the establishment of innovative marketing models in the focus
of the bank's client. The digital revolution has changed the way of banking travel forever, the way of communicating
with clients, creating their expectations and achieving satisfaction and loyalty.
The subject of work research points out the necessity to digitalize banking operations. From the subject of research,
the goal of the research emerges: the significance and role of digital transformation in modern banking marketing and
digital maturity of banks. The research used the method of analyzing the content of written and electronic data. The
results of the survey show the attitude of financial institutions according to the trend of digital transformation.