Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies)

DOI: https://doi.org/10.38188/2534-9228.22.2.15
Keywords: marketing, innovative technologies, independent commercial enterprises, bank, consumers, crisis

Abstract

The article presents a critical analysis of the bank’s marketing means of communication with consumers in the conditions of economic and classical war. In particular, the tools of interactive marketing, marketing tasks to increase loyalty to the brand and its products, raising audience awareness, the use of innovative Internet acquiring systems are analyzed. The differences between the uses of marketing tools by financial institutions from purely economic ones are given. The challenges of the war for the financial sector of Ukraine as a whole are assessed. The marketing activity of the leading Ukrainian bank of Ukraine – PrivatBank are analyzed. The practical activity of this bank proves the need for continuous improvement of marketing communications with customers. In order to improve communications between a commercial bank and consumers of its services, a PEST analysis and SNW analysis were conducted. Marketing communications, brand, image and development of the researched enterprise need significant improvement. The results of our study will be useful to all who study the problematic issues of effective use of marketing tools and communications of independent commercial enterprises in working with consumers, users and customers in difficult socio-economic conditions. The results of our study will be useful to all who study the problematic issues of effective use of marketing tools and communications of independent commercial enterprises in working with consumers, users and customers in difficult socio-economic conditions.

Author Biographies

Tetiana Dronova, University of Customs and Finance

Ph.D in Economics, Assistant Professor at the Department of Marketing

Yuliia Horiashchenko, University of Customs and Finance

Dr.Sc. in Economics, Аssociate Рrofessor, Assistant Professor at the Department of Marketing

References

Demko, M., Kosar, N., Kuzio, N. & Pohopen, J. (2021). Formation of marketing communications of commercial banks using a segment-oriented approach. Financial and credit activities: problems of theory and practice, 3, 35–45.

Dronova, T. S. & Pipkina, A. (2021). Internet banking for individuals. Current problems and prospects for the development of accounting, analysis and control in a socially oriented enterprise management system: Scientific-practical conference. Poltava, 366–368.

Girchenko, T. D. & Parkhomenko, K. S. (2021). Digital marketing as an important tool to ensure the competitive position of the bank. Bulletin of the University of Banking, 2, 59–65. Available at: http://nbuv.gov.ua/UJRN/VUbsNbU_2021_2_9 (accessed 24 April 2022).

GSMinfo. Available at: https://gsminfo.com.ua/39929-pryvatbank-zapustyl-revolyuczyonnuyu-uslugu-drugyh-v-ukrayne-net.html (accessed 25 April 2022).

Https://hi-tech.ua/v-yanvare-2021-goda-v-tope-sajtov-dlya-ukrainczev-poyavilis-rada-gov-ua-i-104-ua/ (accessed 25 April 2022).

Horiashchenko, Yu. (2021). Strategic directions of development of diffusion of innovations in the ICT sector. Formation of innovative potential of world science: collection of scientific papers «SCIENTIA» with Proceedings of the I International Scientific and Theoretical Conference, Tel Aviv, State of Israel: European Scientific Platform, 24–30.

How businesses can use chatbots in Viber: PrivatBank and Opendatabot cases. Available at: https://vctr.media/kak-biznesu-ispolzovat-chat-botyi-viber-19609/ (accessed 25 April 2022).

LIGA.net. Available at: https://finance.liga.net/bank/novosti/privatbank-kak-aktivnyy-polzovatel-internet-reklamy (accessed 26 April 2022).

Mayovets, E. Y. & Sokhetskaya, A. V. (2021). Improving the bank's marketing communications in the context of digital transformation. Business Inform, 3, 242–247. Available at: http://nbuv.gov.ua/UJRN/binf_2021_3_36 (accessed 25 April 2022).

Paradigmatic challenges of modern development: a collective monograph / edited by А.Р. Dukа (2022). Chernihiv: NGO «Scientific and Educational Innovation Center for Social Transformations», 242.

Rykhlitskyi, V. (2022). Business in the conditions of war: who suffered the greatest losses and how enterprises are restored. Available at: https://www.epravda.com.ua/publications/2022/03/23/684549/ (accessed 21 April 2022).

Shapran, V., & Britchenko, I. (2022). Central Banks policy under sanctions: critical assessment of the Central Bank of the Russian Federation experience. VUZF Review, 7(1), 6–13. Available at: https://doi.org/10.38188/2534-9228.22.1.01 (accessed 25 April 2022).

Website of the Minfin. Available at: https://minfin.com.ua/2019/05/16/37771908/ (accessed 26 April 2022).

Website of the JSC «PrivatBank». Available at: https://privatbank.ua (accessed 26 April 2022).

Website of the Independent Association of Banks of Ukraine. Available at: https://nabu.ua/ru/banki-ne-shkoduyut-groshey-na.html (accessed 25 April 2022).

Abstract views: 34
PDF Downloads: 28
Published
2022-06-28
How to Cite
Dronova, T., & Horiashchenko, Y. (2022). Marketing means of communication of the independent commercial enterprises with consumers (using innovative technologies). VUZF Review, 7(2), 143-151. https://doi.org/10.38188/2534-9228.22.2.15
Issue
Vol. 7 No. 2 (2022)
Section
Articles

Copyright (c) 2022 Tetiana Dronova, Yuliia Horiashchenko

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

The authors agree with the following conditions:

1. Authors retain copyright and grant the journal right of first publication (Download agreement) with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

2. Authors have the right to complete individual additional agreements for the non-exclusive spreading of the journal’s published version of the work (for example, to post work in the electronic repository of the institution or to publish it as part of a monograph), with the reference to the first publication of the work in this journal.

3. Journal’s politics allows and encourages the placement on the Internet (for example, in the repositories of institutions, personal websites, SSRN, ResearchGate, MPRA, SSOAR, etc.) manuscript of the work by the authors, before and during the process of viewing it by this journal, because it can lead to a productive research discussion and positively affect the efficiency and dynamics of citing the published work (see The Effect of Open Access).