Russian Banking Brand Promotion in Terms of Integrated Marketing Communications

The research is aimed at analyzing marketing communications of Russian banking brands and identifying the most effective strategies for successful innovative banking services promotion in the context of global digitalization. The research was based on world leading experts’ works in the field of marketing and communications. Features of banking marketing in the context of integrated marketing communications, recent marketing communication methods transformation, the influence of global digitalization on advertising channels changes were described in the course of the study. Research methods used in the study are: content analysis of Russian and foreign banks’ marketing materials, interviews with specialists whose activity is related to the banking marketing and one survey with Russian banking services consumers. In addition, a comparative analysis of Russian and foreign banking brands’ communication strategies was conducted. As a result of the study, it was possible to reveal the most successful communication models and certain specifics of creating an effective advertising content in the process digital banking services promotion. Key factors forming a loyal audience attitude towards banking brands and specifics of financial services advertising perception have been identified during the research. The data obtained as a result of the study also allowed to make an assumption about Russian banking marketing development vector and propose a number of recommendations.