INTEGRATED MARKETING COMMUNICATIONS OF COMMERCIAL BANKS IN THE CONDITIONS OF A HIGHLY COMPETITIVE MARKET: ESSENCE AND FORMATION

Abstract

In this article, we analyze the dynamics of active operations of several Ukrainian banks. During the last three years, there was a declining trend in the number of commercial banks in Ukraine and their issued loans' size. In order to increase the assets of banking institutions of Ukraine, increase their income, banks need to attract new customers, increase the volume of products purchases by existing customers through active communication activities of commercial banks of Ukraine. The intensification of Internet use by banks opens new opportunities for the sales systems improvement and promotion of their products. The analyzed the main characteristics of the commercial bank marketing policy of communications and the basic principles of integrated marketing banking institutions formation and the mechanism of their implementation, which begins with the collection and analysis of marketing information, based on the mission, corporate and marketing bank goals. We argue that an essential stage in forming integrated marketing communications of the bank is to determine its target audiences, which are much more comprehensive than the bank's target market, a rational combination of individual components of the bank's communication complex. Integrated marketing communications of a commercial bank should aim at forming its image and reputation in the market, taking into account the existing competitive advantages of the bank. We determined that in the conditions of Internet spread, an essential component of the integrated marketing communications of a banking institution is online communications. We formulated the main goals and means of marketing communications realization of the bank on the Internet and developed proposals to improve the efficiency of the bank in social networks