Features of Digital Marketing for Teen Audience in Banking

The paper reflects the prospects of the development of children's banking, as well as the special features of implementing children's and teenage programs both in Russia and abroad. Attention is paid to the analysis of the current banking situation in Russia and substantiates the need to transform the business strategies of retail banks in the direction of expanding the client base of banks through a child and teen audience. The paper analyzes marketing practices and methods for promoting services for this segment through the use of digital channels, immersion methods, use of social media, viral marketing, analysis of behavioral targeting data and mobile marketing as well as neuromarketing. The paper provides an overview of the best foreign practices and approaches to building banking products for children and adolescents, as well as the approaches of the World Bank and Child & Youth Finance International to the requirements and standards of banking products for children. In the work data of qualitative analysis results (expert interviews and dyads) are widely presented.