Marketing aspects of the use of digital technologies in Georgian banks (ციფრული ტექნოლოგიების გამოყენების მარკეტინგული ასპექტები საქართველოს ბანკებში)

The article discusses the features and challenges of using digital banking technologies on the example of the two largest providers in the financial market, TBC Bank and Bank of Georgia. It has been shown that these companies in Georgia are considered digital marketing pioneers and were supplying customers with innovative products and services even before the global pandemic. The article emphasizes that the competition between these banks is the most pronounced in the financial market. Therefore the paper presents the specifics of the digital development of these banks, innovative products and services, and the advantages and disadvantages of using digital marketing tools, which are essential information for studying the marketing aspects of using new digital technologies.
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Digital technologies, digital banking marketing, marketing aspects
VII International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2022, pp. 196-202