The dissertation is devoted to substantiation of theoretical and methodical approaches and applied recommendations in the field of formation of integrated marketing communications of commercial banks of Ukraine.
The paper summarizes the theoretical and methodical foundations of research in the field of marketing communications of enterprises in general and commercial banks in particular, their integrated marketing communications, established the author's position on their definition. In contrast to the existing approaches and definitions presented in the paper allow to achieve their subordination and avoid targeted conflicts, based on a hierarchical chain: communications, marketing communications, banking marketing communications, integrated marketing communications of banks.
A semantic model of commercial bank branding has been formed. It involves the use of both the main components of integrated marketing communications of a commercial bank for the formation of its brand, and synthetic (auxiliary) and their coordination with the influence of other components of the marketing complex of the bank. As synthetic components of integrated marketing communications of commercial banks, it is proposed to consider primarily viral marketing, event marketing and integrated marketing communications at points of sale.
The mechanism of organization of integrated marketing communications in the activity of banks is developed, the components of which are the marketing analysis of the market situation; selection of target audiences, budgeting for promotion; making marketing decisions on integrated marketing communications; scheduling the dissemination of information and implementation of measures of integrated marketing communications of the bank, assessing their effectiveness to determine the impact on the image and reputation of a commercial bank. The proposed mechanism allows to achieve appropriate spatio-temporal harmonization of marketing communications of a commercial bank and to subordinate the process to the goals of strategic development, in particular, the goals of sustainable development.
Based on marketing research, the preferences of different market segments of banking products - individuals of different ages and genders in relation to the components of marketing communications of commercial banks and identified a feature of market segmentation that reflects the difference between such preferences using criterion х2. The conducted researches allowed to establish the dependence of the influence of the components of marketing communications of commercial banks on clients depending on their age and their actual absence depending on the sex of clients. Different influences of separate components of the system of marketing communications on clients belonging to different market segments are determined.
The purpose of developing measures to improve the activities of a commercial bank is to improve its financial performance, to achieve which it is proposed to use a lag model. The results of the study showed that for marketing communications of commercial banks, the effect of their impact on sales of banking products lasts an average of five years.
Taking into account the results of the survey and using the method of hierarchy analysis, the recommended structure of integrated marketing communications for banks in the retail market depending on the affiliation of customers to a particular segment, priorities in using certain components of marketing communications, recommended ideas for implementation of a segment-oriented approach, proposed systems of integrated marketing communications for each age group, which are united by a certain basic idea.
The analysis of marketing communications of large commercial banks on the Internet on the basis of data on traffic indicators of their sites allowed to identify such problems of functioning of their Internet communications as high failure rates on sites, inefficient use of media advertising and mailing, insufficient activity of banks in social networks, inefficient formation affiliate programs on the Internet to encourage referral traffic by partners. Using the concept of benchmarking, the directions of solving the identified problems are identified, which will increase the efficiency of promoting the products of commercial banks in the digital economy.
It has been established that commercial banks should pay special attention to those social networks whose active users are adolescents and young people, in particular Tiktok and Instagram, in order to form their commitment to this bank in the future
