Transformation of the Ukrainian banking sector marketing under conditions of war and digitalization
Abstract
The digitalization of Ukraine’s banking sector creates new opportunities for improving marketing efficiency, building customer trust, and developing innovative financial services. During wartime, digital marketing becomes a key tool for banks’ adaptation to crisis conditions, ensuring flexibility, resilience, and competitiveness in a rapidly changing financial environment.
Problem statement. The war and the rapid development of digital technologies have changed the operational environment of Ukrainian banks, highlighting the need to transform marketing strategies. However, the uneven level of digital readiness among banks, insufficient professional competence in digital marketing, and growing cybersecurity threats hinder the modernization of marketing systems.
Unresolved aspects of the problem. Despite the active introduction of digital tools, there is still no unified model for assessing the effectiveness of digital marketing in Ukrainian banks. Insufficiently studied remain the issues of integrating international experience, managing reputational risks, and ensuring data protection in the digital environment.
Purpose of the article. The purpose of the study is to analyze the transformation of marketing processes in Ukraine’s banking sector under the influence of digitalization and wartime challenges and to determine the main directions for improving the effectiveness of banks’ marketing strategies.
Presentation of the main material. The study applies a comprehensive approach combining the analysis of scientific sources, statistical data, and a practical case of JSC CB “PrivatBank.” The article examines the impact of digital technologies, artificial intelligence, and online platforms on customer engagement, service promotion, and competitiveness. The SWOT analysis of PrivatBank’s marketing strategy revealed key strengths — a robust digital ecosystem, innovation, and customer orientation — as well as threats related to cybersecurity and market instability.
Conclusions. Digital marketing serves as an important driver of the Ukrainian banking sector’s development during wartime, enhancing its adaptability and financial stability. The research results can be applied to improve strategic marketing management, advance customer service, and shape effective models of digital communication.
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