DOI: http://doi.org/10.15350/2409-7616.2021.2.36

UDC 339.138

Melentieva O.V.¹ (Donetsk, Donetsk People’s Republic) – E – mail: oks.m2010@yandex.ru

¹Donetsk national university of economics and trade named after Mykhayilo Tugan-Baranovsky

Abstract. The article defines the role of innovations in the efficiency of the development of banking activities, while it is noted that innovative processes are formed as a result of digitalization only when there is confidence in real income or ensuring an increase in the quality of management of marketing activities of banks, as well as attracting the maximum number of customers. The objects of scientific research, which were segmentation in the activities of banking institutions, were identified. At the same time, it is noted that the search for new segments and changes in existing market segments should be an important area of activity for marketers. The role of individual marketing in the activities of banking institutions is highlighted and it is noted that one of the most important properties of individual marketing is the establishment of a trusting relationship between the bank and the consumer (customer).  Individual marketing is associated with the use of new digital tools, gadgets, and devices in the classic BTL to reduce the distance between the consumer and technology, i.e., brings communication with the consumer to a new level. The scheme of dependence of the market segmentation development on the means of data storage and processing is developed, while it is noted that the transition to individual marketing, despite all its inevitability, does not cancel segmentation as a whole.  The enlarged scheme of the organization of individual marketing and the place in it of segmentation of the market of services for the banking sector is developed. In the presented enlarged scheme of the organization of individual marketing in the banking sector, the analysis of a massive amount of data will require the development of additional technological techniques and methods for working with large databases (DBDs), not to mention medium or small databases, which will allow processing terabytes of data at the speed necessary for this area. The role of microservice architecture in modeling the Internet banking system is determined. Since there are no restrictions in the choice of technologies for the implementation of each microservice, this allows you to choose the most appropriate solution to meet a specific business need. The main directions of segmentation transformation on the way to individual marketing in the management system of marketing activities of banks are presented.

Keywords: marketing activity management, banking, transformation, individual marketing, segmentation, digitalization, modeling of the Internet banking system, Big Data technology, pandemic, microservice architecture.

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For citation:

Melentieva O.V. The main directions of segmentation transformation on the way to individual marketing in the management system of marketing activities of banks. CITISE, 2021, no. 2, pp.378-390. DOI: http://doi.org/10.15350/2409-7616.2021.2.36