Development of Bank Marketing in the Conditions of Digital Transformation in Azerbaijan

Hajiyeva Nargiz – Woman Researchers Council Azerbaijan State University of Economics (UNEC), Azerbaijan

Hajiyeva Nushaba – Azerbaijan Technological University, Azerbaijan

Mammadova Ayshan – Azerbaijan Technological University, Azerbaijan

Abstract: The efficiency and competitiveness of banks in today’s financial market increasingly depend on the adoption of advanced banking services and technological innovations. This study explores the concept of digital banking, examines the digital banking model in Azerbaijan, and analyzes current trends in the digitalization of the country’s banking sector. It identifies the key perspectives for the development of digital banking and associated marketing strategies within the context of Azerbaijan’s digital economy. This research utilizes analytical methods to assess the current state of the Azerbaijani banking sector. Economic data were collected, systematized, and analyzed to identify challenges and opportunities related to the integration of digital technologies in banking marketing activities. Based on the findings, the study outlines practical prospects for implementing financial technologies in bank marketing and provides targeted recommendations. The research is grounded in the regulatory frameworks of Azerbaijan and selected international examples.

Keywords: Digitization; Digital technologies; Advertising; Competition; Consumer. 

Full Text: PDF

DOI: https://doi.org/10.5281/zenodo.15786745

Publication Date: 02.07.2025  

How to Cite: Nargiz, H., Nushaba, H., & Ayshan, M. Development of Bank Marketing in the Conditions of Digital Transformation in Azerbaijan. Journal of Integrated Engineering and Applied Sciences, 2025, 3(2), 217–228..

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