AKTIVNOSTI DIGITALNOG MARKETINGA U FUNKCIJI UNAPRIJEĐENJA POSLOVANJA BANAKA
DIGITAL MARKETING ACTIVITIES IN THE FUNCTION OF IMPROVING BANK OPERATIONS

Summary/Abstract: As we enter the digital age, digital technologies are shaping new ways of doing business and using financial services. The emergence of "digital" banks and related applications, and the stories of digital and cryptocurrencies, are witnessing rapid changes in the provision of financial services. With fundamental changes in financial operations comes the need for financial institutions to adapt to innovative marketing techniques, i.e., digital marketing. The aim of this paper is to show how and to what extent banks use digital marketing activities and what impact it has on the financial result. The paper identifies key indicators of bank performance and operations as well as explores the trends for at least half of all the banks in Bosnia and Herzegovina in the last five years. In addition, the paper explores the activities of digital marketing that banks use in their daily business with specific emphasis on social media presence, search engine optimization (SEO), search engine advertising, and blog and content marketing. Also, the paper identifies the most used digital marketing activities, as well as the most used social network in the banking sector in Bosnia and Herzegovina, and explores the ways in which banks use their own channels of communication with customers through mobile applications and advertise within them.

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