SHS Web Conf.
Volume 73, 2020Innovative Economic Symposium 2019 – Potential of Eurasian Economic Union (IES2019)
|Number of page(s)||7|
|Section||Potential of the Eurasian Economic Union|
|Published online||13 January 2020|
Impact of digitalization on consumer behaviour and marketing activity in financial markets
Saratov Socio-Economic Institute (branch of Plekhanov Russian Economic University), Department of Banking, Money & Credit, 410003, Saratov, Russia
* Corresponding author: firstname.lastname@example.org
The article reveals the impact of digitalization of the economy on the behaviour of consumers of financial services: increasing the relevance of financial needs, increasing the consumer independence, changing the model of consumer behaviour. The directions for improving the marketing activities of banks were identified: a shift in focus from image advertising to product advertising, and increased attention on quality characteristics of financial products.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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