The study systematizes the theoretical provisions on the essence of the concept of «marketing communications», «digital marketing» and provides a description of the tools of marketing communications of the bank. In connection with the development of digitalization processes in the banking sector is the transformation of marketing communications of banks in the digital environment. In order to ensure financial stability and efficiency of the bank's activities, the classification of the bank's marketing communications has been further developed due to the separation of the traditional marketing communications and digital marketing communications tools on such classification features as communication tools, synthetic communications, communication channels, direction of action, feedback, the degree of integration, the properties of communications, the relationship with the target audience, the means implementation, according to the budget, involvement of the bank's clients in communication, term of influence on the target audience, increase in the number of site visitors.
The dissertation proposes the author 's vision of the concept of «digital marketing communications of the bank» due to the combination of offline and online marketing communications in the development of transformation processes and digitalization of the bank, based on the integration features of the emergence of marketing communications in order for the bank to achieve growth in sales of banking products and services, profits, market capitalization, customer loyalty and reduce costs for the organization of its activities.
The study considers the theoretical and methodological principles of evaluating the effectiveness of marketing communications of the bank.
The study further developed the concept of «management of the bank's marketing communications system» as the bank's activities for the development and audit of marketing communications, justification and selection of communication strategy to support and formation customer loyalty, ensuring financial stability of the bank taking into account factors influencing its efficiency.
The impact of marketing communications on the efficiency of the bank through economic and mathematical modelling using regression-correlation analysis based on the dynamics of marketing and advertising costs, bank assets, profits. Models of interrelation of expenses for marketing and advertising with formation of profit for the state banks with the state share, for banks of foreign banking groups, for banks with the private capital are constructed. The indicator of profitability of marketing investments of the bank, economic effect from the use of marketing communications on the formation of the book value of the bank 's liabilities, efficiency of introduction of marketing communications in the banks of Ukraine are calculated.
In order to ensure the financial stability of the bank and the profitability of marketing investments, the scientific approach to ensuring the efficiency of banks through the introduction of a customer roadmap and digital transformation of customer service has been improved.
The scientific and methodological bases of formation of the organizational mechanism of management of the bank's marketing communications system has been improved due to the separation of goals, objects, subjects, marketing communications tools, principles and supporting subsystems: audit of marketing communications management, evaluation of the effectiveness of the bank's marketing communications, formation of marketing communications strategies - strategies of traditional marketing communications and digital marketing communications strategies to ensure the efficiency of the bank.
The dissertation substantiates the strategy of digital marketing communications of the bank in view of taking into account the definition of goals and objectives of digital strategy, creating a portrait of the target audience, analysing the banking market and competitors, corporate identity, website or pages, social networks depending on the banking product, media plan development and selection of promotion tools, creation of creative content, evaluation of advertising campaigns on the Internet to obtain a competitive advantage, increase the efficiency of its activities and financial stability.
It is proved that the use of developed approaches, application of theoretical, scientific and methodological provisions and practical recommendations of marketing communications in the activities of Ukrainian banks will help ensure the effectiveness of their activities.
Key words: banks, marketing, marketing communications, digital marketing, efficiency of bank activity, digital marketing communications, efficiency of marketing communications, digitalization.
