Abstract
<jats:p>Abstract. This article examines the strategic role of marketing in the digitalization of banking services. Digital technologies enable banks to analyze customer behavior more deeply, accurately identify their needs, and offer tailored products and services. Personalized campaigns and effective communication tools contribute significantly to increasing customer satisfaction and fostering long-term customer relationships. The study highlights that the use of digital platforms allows banks to optimize internal operations while enhancing their competitive advantage in the market. Analysis shows that effective marketing strategies are a key factor in the success of digital transformation. Marketing is not limited to promoting products and services; it also functions as a strategic tool to improve customer experience and increase loyalty.</jats:p>