MARKETING STRATEGIES OF INTEGRATED DEVELOPMENT OF BANKS IN THE CONDITIONS OF DIGITAL TRANSFORMATION

The purpose of the article is to develop marketing strategies of integration development, which are formed under the influence of the development of financial technologies and the digital transformation of traditional banking in Ukraine. Methodology. The information base of the research is the results of analytical studies and information materials of world organizations, the results of scientific developments of leading scientists. The following methods have been used: comparison and systematization; graphical and tabular method; a regression analysis; SWOT analysis; induction and deduction; logical generalization. The results. An assessment of the impact of digital technologies on the development of the banking area of Ukraine has been carried out. The interest of banks in the implementation and development of digital services to support competitiveness has been clarified. The advantages of mastering the virtual space for domestic banks and using online services have been determined. As a result of creating an econometric model, the heterogeneity of Ukrainian banks` readiness for digital transformation has been proven. The key influencing factors for improving the readiness of Ukrainian banks for digital transformation in the field of operating costs have been determined. Recommendations for the application of marketing strategies of the integrated development of banks in the conditions of digital transformation have been developed. Scientific novelty. The article proposes a methodological toolkit for determining the readiness of Ukrainian banks for digital transformation and the transition to remote service. The information obtained is the basis for the development of marketing strategies of integrated development, which will ensure successful functioning of banking institutions in the market. Theoretical and (or) practical significance. The use of the proposed ways of improving the readiness of Ukrainian banks for digital transformation in the field of operating costs will contribute to the integration of digital solutions and create prerequisites for improving processes, services, communication with clients and ensuring more effective functioning in the online environment.