The article provides a systematic analysis of international experience in the field of modern banking marketing, identifying key trends and tools used by leading global financial institutions. Using a comparative approach, we summarized the characteristics of marketing strategies in banks in the United States, the European Union, and Asia, which allowed us to identify the most effective ways to adapt them to national practices. The impact of digitalization on the development of the banking system of foreign countries is analyzed. In particular, the impact of digital technology components—artificial intelligence, Big Data, and mobile applications—on improving the effectiveness of marketing campaigns and developing personalized customer service is highlighted. This article examines customer loyalty in the banking system. International experience is systematized, and practical ways to use it to enhance the competitiveness and innovative potential of the national banking system are proposed. It has been substantiated that optimizing bank marketing ultimately contributes to sustainable development.
banking marketing, international experience, digitalization, artificial intelligence, Big Data, mobile applications, competitiveness, innovative potential, sustainable development
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